电子邮件对每位在线零售商而言都是不可或缺的工具。专业外观的邮件不仅能建立信任感、提升品牌知名度，还能增强客户忠诚度。零售商可利用HTML发送视觉效果出众且高效的邮件，但在发送时需注意以下要点。
确保兼容纯文本版本
并非所有收件人都能接收HTML格式邮件。为确保信息触达所有人，请务必同时提供纯文本版本。请将邮件标头设置为混合格式：若客户端支持HTML则显示HTML内容，否则自动切换至文本版本，从而保障所有收件人均能正常查看。
优化资源加载与路径引用
Another consideration for sending HTML emails is the resources that are needed to display it, such as images. Rather than including all the images and resources required for display along within the email itself, it is more economical to have these images pulled from a web server. By doing it this way, only the HTML source code is sent by email, keeping the message size smaller. When the message is displayed in an email application, the images and resources are downloaded from a web server in the same way that a website is displayed. Make sure that all HTML references to images and other resources are absolute in the HTML email source code. For example, the relative reference to images/header.gif would need to be changed to http://www.yoursite.com/images/header.gif. Since the HTML source code will be sent by email, and therefore have a different location for each recipient, absolute references ensure that the images will be found. Be sure to upload all the required images to a web server prior to sending out the email, otherwise the recipients will see broken images, which will undermine the purpose of sending HTML emails.