The implementation of abandoned cart emails varies from platform to platform. Some platforms require third-party plugins, whereas others have the functionality built in. While the boiler-plates are very usable, you might want to create a custom HTML version to complement the branding of your store. We’ll look at options and some quick wins shortly.

In recent years, HTML email newsletters have really flourished. You only have to look at the many galleries to see how far this form of marketing has progressed. Sending an HTML version, while not essential, certainly allows for more flexibility and visual design (although always sending a plain-text version, too, is recommended). However, it’s not without its pain points.

If you’ve been developing and designing for the web since the 1990s, then you will remember, fondly or otherwise, the “fun” of beating browsers into shape. Designing HTML newsletters is in many ways a throwback to this era. Table-based layouts are the norm, and we also have to contend with email clients that render HTML inconsistently.

Luckily for us, the teams at both Campaign Monitor and Mail-chimp have written extensively on this subject and provide many solutions to common problems. For example, Campaign Monitor maintains a matrix and provides a downloadable poster outlining the CSS support of each major desktop and mobile email client. Mail-chimp, for its part, provides numerous resources on CSS and email template design. Familiarizing yourself with the basics before tackling your first HTML email is worthwhile — even if you ultimately use a template.