What are Internal and External Styles in Email Marketing?
In the context of
email marketing, internal and external styles refer to the methods used to style and format content within an email. These styles can significantly impact the appearance, deliverability, and effectiveness of your email campaigns.
Internal Styles
Internal styles are CSS rules applied directly within the <style> tags in the
HTML of the email. This method allows you to control the appearance of your email without relying on external resources. Here are some key points about internal styles:
Accessibility: Since the styles are embedded in the email, they are always accessible to the email client.
Simplicity: It simplifies the process of designing and editing the email since all styling information is contained in one place.
Email Client Compatibility: Some email clients (like Gmail) strip out external CSS, making internal styles a safer option to ensure consistent formatting.
Example of Internal Styles:
<style>
body {
font-family: Arial, sans-serif;
}
.header {
background-color: #f4f4f4;
padding: 20px;
text-align: center;
}
</style>
External Styles
External styles refer to CSS rules stored in a separate file, which is linked to the email document using a <link> tag. This method is common on websites but less often used in email marketing due to compatibility issues. Here are some considerations about external styles: Code Reusability: External stylesheets allow you to reuse the same CSS across multiple emails, reducing redundancy.
Maintenance: Updating the style of multiple emails becomes easier since you only need to modify one external file.
Email Client Restrictions: Many email clients do not support external stylesheets, which can lead to inconsistent rendering of your emails.
Example of External Styles:
<link rel="stylesheet" type="text/css" href="styles.css">
Combining Internal and External Styles
In some cases, email marketers use a combination of both internal and external styles to leverage the advantages of each method. For instance, critical styles can be included internally to ensure compatibility, while less critical or reusable styles can be linked externally.Best Practices for Using Internal and External Styles
Here are some best practices to consider when using internal and external styles in your email marketing campaigns: Test Your Emails: Always test your emails across different
email clients to ensure consistent rendering.
Minimize External Dependencies: To avoid deliverability issues, limit the use of external styles and resources.
Inline Critical CSS: Inline critical CSS properties for important elements to ensure they render correctly in all email clients.
Use Media Queries: Leverage internal media queries to create responsive designs that adapt to different screen sizes.
Conclusion
Understanding the use of internal and external styles in email marketing is crucial for creating visually appealing and
effective email campaigns. By carefully considering the benefits and limitations of each method, you can optimize your emails for better performance and compatibility.