Contents
- What is a web version of an email?
- Why is a web version needed?
- How does the web version of an email differ from the text version?
- How to add a link to the web version in an email?
What is a web version of an email?
The web version of an email is an electronic message that opens in a browser as a separate page. This allows the user to view it in the correct format with images, GIF animations, and videos. Often, a link to the web version is included in the email itself, giving users the option to view it in a browser if the email client does not display certain elements of the message.
Why is a web version needed?
Imagine a situation: a subscriber opens your message, and it doesn’t load. Images or animations are not displayed, and the recipient is likely to close the email without understanding its content. To prevent this, many senders add a link to the web version at the beginning of the email. This solution allows subscribers to easily read the message in a browser if it did not load in the email client.
It makes sense to place this link closer to the beginning of the email, as if the message does not fully display, the likelihood that the subscriber will scroll to the end is extremely low. However, sometimes the link can be found in the footer of the email, where it is located among other service links, such as unsubscribe or change subscription settings. The web version also provides the opportunity to quickly share the email via messengers or on social media by simply copying the link from the browser.
How does the web version of an email differ from the text version?
The text version of an email is a classic format consisting of plain text without graphic elements. Most mailing services automatically add a text version to any HTML message, which allows it to be displayed on email clients that do not support HTML. In contrast, the web version offers a complete display of the message on a separate page, where all visual elements of the email are visible, even if they did not load in the inbox.
How to add a link to the web version in an email?
In popular services like Unisender, the web version is created automatically, and you can preview it before sending the newsletter. The link to the web version can be added to both the HTML email and the message created using a builder. Common phrases for such a link include "View in browser" or "Web version," but you can also use another call to action that explains to the subscriber what to do if the images in the email do not load.
Currently, having a link to the web version in newsletters can be seen as a nod to tradition, similar to the text version of the email. With the advancement of technology and improvements in formatting quality in email clients, in most cases (99.9%), newsletters display correctly. Therefore, many emails no longer contain links to the web version, and if they do, it is most often done for the convenience of sharing messages via messengers or posting on social media.
Author: Alexey Efimov
Email marketer, founder of the blog "Practical Email Marketing," and author of books on email marketing.