No doubt, when you set out on your opt-in email marketing campaign, you put a lot of time and energy into getting everything exactly as you wanted, checking the rendering of your layout in a variety of output formats and generally doing everything you could to ensure that your email newsletter looked and worked exactly like you wanted it to.

However, if you’ve been sending out emails in the same template for a year or more, you might assume that your subscribers are still viewing these as you do.  What you need to consider is that software and code that dictates how an HTML email newsletter is received is constantly being upgraded and changes how your newsletter will be viewed by your subscribers. If you are using an HTML email marketing template that contains outdated coding, then even your most ardent efforts can be for naught.

Remember too, that your subscribers are just as likely to change providers, choosing to change who they receive their email through and how. From email software used to download messages to individual computers, smartphones, and the new tablets to web-based email services none are static - what was rendering perfectly last year might look completely different in these providers’ current version.

Although the prospect of trying to keep up with all these changes may cause you to abandon your email marketing plans - the solution is to use a web-based email marketing service. It is their job, and their passion to provide the most current coding that complies with all requirements for picture perfect rendering of your messages. Even older templates are updated - so if you’re pleased with and continue to receive positive open and click through rates - stay with what you know and what your subscribers have come to love about your email newsletters. If not and you want to change it up a bit, you can feel confident that your new layout will arrive in tact and functional.