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This course provides hands-on training on all aspects of email marketing, from crafting emails and setting up effective marketing campaigns to managing spam filters and evaluating delivery services. Author Tim Slavin introduces the fundamentals of email marketing, including the differences between HTML email and web pages, how to code emails that display properly on receipt, and ways to stay current with HTML email standards and capabilities. The course includes several project-oriented tutorials on creating multi-column newsletter layouts and multi-product offer emails, and also explains how to automate email creation, test emails prior to delivery, outsource campaigns, and address common coding problems.
As we saw in earlier videos, there are three basic HTML email designs: one-column, two-column, and multicolumn product emails. In this video, we'll show how to plan for a multicolumn product email. The first step is to take a JPEG of the HTML email to be coded and take this JPEG into Photoshop, set it against a white background, and print out the result--or you can continue to work in Photoshop. In either case, you use the Photoshop Eyedropper tool to determine the background colors, border colors, and other colors used within the HTML email.
In addition, in Photoshop you use the Marquee tool to determine the height and width of different elements. For example, in this multiproduct email, the height and width of the product is 130 pixels wide and 165 pixels high. I've also defined the color for the pink in Special Occasions Bouquets and Baskets heading. When you have all of the details defined for your HTML email, the next step is to define the HTML table layout for that email.
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