What is Incorrect Syntax in Email Marketing?
Incorrect syntax in
email marketing refers to errors in the code or text that make up your email campaigns. These can range from broken
HTML tags, improperly formatted links, to incorrect use of personalization tokens. Such mistakes can negatively impact the effectiveness of your email campaigns, leading to issues like poor rendering in email clients, broken links, and even getting your emails flagged as spam.
Why is Correct Syntax Important?
Ensuring correct syntax is crucial for several reasons: Deliverability: Emails with incorrect syntax may not be delivered to the recipient’s inbox.
User Experience: Poorly formatted emails can lead to a bad user experience, causing recipients to disengage.
Brand Reputation: Consistent errors can harm your brand’s reputation, making it appear unprofessional.
Common Syntax Errors in Email Marketing
Broken HTML Tags
One of the most common syntax errors involves broken or mismatched HTML tags. These errors can cause your email to display incorrectly in various email clients. Always use a
validator tool to check your HTML code before sending.
Incorrect Personalization Tokens
Personalization is a powerful tool in email marketing, but using incorrect tokens can result in emails that say “Hello [FirstName]” instead of the recipient's actual name. Ensure that your
personalization tokens are correctly formatted and tested.
Improperly Formatted Links
Links are a critical part of email marketing, but they must be correctly formatted. Incorrect syntax can lead to broken links, which frustrates recipients and diminishes the effectiveness of your call-to-action. Double-check all
anchor tags and ensure that URLs are complete.
Unclosed Tags
Unclosed tags can break the layout of your email. Always make sure to close tags like <div>, <p>, and <a> to ensure proper rendering.
Using Deprecated HTML/CSS
Email clients do not support all HTML and CSS attributes. Using deprecated or non-supported code can cause your emails to display poorly. Stick to email-friendly
HTML and CSS practices.
How to Avoid Incorrect Syntax
Use a WYSIWYG Editor
A WYSIWYG (What You See Is What You Get) editor can help you design emails without worrying about HTML syntax. However, always review the generated code for any errors.
Code Validation Tools
Utilize code validation tools to check your HTML and CSS for errors. These tools can help you catch syntax issues before you send your email. Testing Across Email Clients
Different email clients render HTML and CSS differently. Use tools like
Litmus or
Email on Acid to test your emails across various clients and devices.
Regular Audits
Conduct regular audits of your email templates to ensure they adhere to best practices. This includes checking for outdated code, broken links, and incorrect tokens.
Conclusion
Incorrect syntax in email marketing can lead to a host of issues, from poor deliverability to a negative user experience. By understanding common syntax errors and implementing best practices, you can ensure that your email campaigns are effective and professional. Always test your emails across multiple platforms and use validation tools to catch and correct any errors.