Content is king
It can be easy to get caught up in your email design because, of course, you want it to look perfect. But it can also be easy to fall down the email design rabbit hole. Design is certainly important but remember, content is king.
Work within the editor or use code-friendly software
First thing's first, the best thing you can do is work as much as possible within the email editor. If you can't work within the HubSpot email tool to write your content, then it's better to write your content in a simple text editor like Sublime Text 2, Text/Edit (Mac), Notepad (PC). If you write your content within a program like Microsoft Word, then copy and paste into HubSpot, sometimes you will find that your styling doesn't look quite right in HubSpot. The reason this is is because copy and pasting from Microsoft Word brings over extra code/formatting that can cause styling conflicts with certain email clients.
It's crucial to consider your mobile audience when utilizing email marketing. Most people are reading their email on-the-go and, keeping that in mind, HubSpot has built in responsiveness to all of its email templates.
Why doesn't my email look the same across different email clients?
There will come a time, as an email marketer, that this question runs through your head. Each individual mail client renders based on their own CSS and HTML standards, therefore, there will never be perfection of your design across all mail clients. Take a look at a breakdown of CSS support in all web clients - it's not straightforward, is it? Outlook, in particular, tends to be the biggest head-scratcher when designing your email, so here are some common Outlook questions that have been seen by HubSpot Support that may help you along the way:
Advanced design advice
This article simply hits on some of the more common design concerns and questions, but take a look at this article if you want more design advice. This article goes more detail into how to use images in your email as well as how to apply further CSS design edits, if you're comfortable navigating through those edits yourself.