What is Exposed Code in Email Marketing?
In the context of
email marketing, exposed code refers to the unintended display of HTML or other code snippets within the email content. This can happen due to various reasons, including errors in coding, improper formatting, or issues with the
email service provider (ESP) rendering engine. Exposed code not only disrupts the visual aesthetics of an email but can also undermine the
user experience and reduce the effectiveness of the email campaign.
Improper HTML/CSS Formatting: Incorrect or unsupported HTML/CSS tags can cause rendering issues.
ESP Limitations: Different ESPs have varied rendering engines that may not support certain code.
Copy-Paste Errors: Copying and pasting from word processors or other sources can introduce hidden characters or malformed code.
Dynamic Content Issues: Errors in merging dynamic content like personalization tags or
conditional content can expose code.
Use Inline CSS: Always use
inline CSS instead of external stylesheets to ensure compatibility across different email clients.
Validate Code: Use HTML and CSS validators to check for errors before sending out the email.
Test Across Clients: Test your emails across multiple email clients and devices to ensure consistent rendering.
Use ESP Templates: Utilize templates provided by your ESP as they are often optimized for compatibility.
Minimize Copy-Paste: Avoid copying and pasting from word processors; use plain text editors if necessary.
Spam Filters: Exposed code can trigger spam filters, leading to lower inbox placement rates.
User Trust: Exposed code can make emails look unprofessional, reducing user trust and engagement.
Click-Through Rates: Poorly rendered emails can lead to lower click-through rates as users may find them difficult to navigate.
Litmus: Provides comprehensive email testing across multiple clients and devices.
Email on Acid: Offers email previews and diagnostics to identify rendering issues.
W3C Validator: Checks HTML and CSS for errors and compliance with standards.
ESP Testing Tools: Most ESPs offer built-in testing tools to preview and validate emails before sending.
Identify the Issue: Use tools and manual inspection to pinpoint the source of the exposed code.
Debug and Fix: Correct the code issue and re-test the email across different clients.
Resend Email: If the email has already been sent, consider sending a corrected version with an apology or explanation.
Conclusion
Exposed code in
email marketing can severely impact the success of your campaigns. By understanding the causes, taking preventive measures, and utilizing the right tools, you can ensure your emails are professionally rendered and effectively engage your audience. Always test thoroughly and stay updated with best practices to avoid common pitfalls related to exposed code.