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........................................................................................................................2  \nHOW HTML EMAIL WORKS......................................................................................................................4  \nThe Multipart/Alternative MIME format ..........................................................................................4  \nImage Files in HTML email.....................................................................................................................4  \nDelivering HTML email ............................................................................................................................ 5  \nDESIGNING AND CODING ........................................................................................................................ 7  \nDesign guidelines ......................................................................................................................................8  \nCSS in HTML email .................................................................................................................................. 10  \nANATOMY OF A GOOD HTML EMAIL NEWSLETTER.................................................................. 13  \nPlain-text email ....................................................................................................................................... 15  \nCOMMON MISTAKES TO AVOID ........................................................................................................ 17  \nDESIGNING AROUND SPAM FILTERS................................................................................................ 20  \nHow anti-spam systems work .......................................................................................................... 20  \nTactics for avoiding spam filters ..................................................................................................... 23  \nTESTING AND TROUBLESHOOTING YOUR EMAIL DESIGNS................................................... 25  \nTesting in browser-based email services ................................................................................... 28  \nEMAIL MARKETING BASICS AND BEST PRACTICES.................................................................... 32  \nThe Definition of Spam......................................................................................................................... 32  \nRoyal Screw-ups to avoid ................................................................................................................... 33  \nDouble opt-in ........................................................................................................................................... 37  \nMEASURING PERFORMANCE ............................................................................................................... 38  \nOpen rates .................................................................................................................................................. 38  \nClick rates................................................................................................................................................... 39  \nUnsubscribe rates, bouncebacks ..................................................................................................... 40  \nTraffic to your website ......................................................................................................................... 41  \nSignups since last campaign.............................................................................................................. 42  \nWRAPPING UP ............................................................................................................................................ 43  \nChecklist: Your first email campign ...............................................................","cbCairb9ERUCQyPr","https://ap.wps.com/l/cbCairb9ERUCQyPr","pdf",9638263,49,"English","# About the Fourth Edition\n# How HTML Email Works\n## The Multipart/Alternative MIME format\n## Image Files in HTML email\n# Designing and Coding\n## Design guidelines\n## CSS in HTML email\n# Anatomy of a Good HTML Email Newsletter\n## Plain-text email\n# Common Mistakes to Avoid\n# Designing Around Spam Filters\n## How anti-spam systems work\n## Tactics for avoiding spam filters\n# Testing and Troubleshooting Your Email Designs\n## Testing in browser-based email services\n# Email Marketing Basics and Best Practices\n## The Definition of Spam\n## Double opt-in\n# Measuring Performance\n## Open rates\n## Click rates\n## Unsubscribe rates, bouncebacks\n## Traffic to your website\n# Wrapping Up\n## Checklist: Your first email campign\n# Resources","[{\"question\":\"What key technical topics are covered for HTML email?\",\"answer\":\"The guide covers how HTML email works, including multipart/alternative MIME, handling image files, and delivering HTML email. It also explains design and coding practices such as CSS usage.\"},{\"question\":\"How does the guide help avoid spam-filter issues?\",\"answer\":\"It explains how anti-spam systems work and provides tactics for designing around spam filters. The focus is on deliverability and reducing common causes of filtering.\"},{\"question\":\"How is email marketing performance measured in this guide?\",\"answer\":\"Performance is measured using metrics including open rates, click rates, unsubscribe rates, bouncebacks, website traffic, and signups since the last campaign. The guide also emphasizes list management and deliverability.\"}]","Field Guide to Email Marketing - Email Marketing Best Practices | PDF",1789272916]