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Why do my e-mails look different across inboxes?
Why do my e-mails look different across inboxes?

Learn good practices to make your email always look perfect!

Wioleta Jednaka avatar
Written by Wioleta Jednaka
Updated over a week ago

If you communicate via emails with your customers, you certainly want each of your messages to look perfect - anytime, anywhere. However, sometimes even the most polished creation will not live up to the expectations of... mailboxes! Why? How do you find the golden mean to make an email always look good?

First, let's answer the most important question....

Why does my email look different?

Different email clients (for example, Onet or Interia) have different engines for rendering (showing) the code of the email that comes to them. Not every engine will be able to interpret the various elements of a message in the same way, so it will replace them with its own, in a way that makes them as similar as possible.

Importantly, different email clients may show differences between web (browser-based), desktop (downloaded directly to a computer) and mobile (smartphone apps) versions. Mail should be tailored to both the mobile and desktop versions.

What elements may differ?


The main difference in the appearance of images depending on the mail client is its size. Some mail clients block images by default. To display them, your clients should zwhitelist the address you are sending from.

The recipient can zwhitelist your address by clicking "Always show images from this sender" in the message header.


Not all fonts will be rendered properly by individual email clients. Specifically, we are talking about custom (custom) fonts. In a situation where an email client is unable to recognize and place a font in an email, it will replace it with its default - for example, in the case of Gmail, it will be Arial. The oldest versions of Outlook will adapt the font to Calibri, while newer versions will adopt Times New Roman. Below you will find a list of all safe fonts that will always display in most email clients:

  1. Arial

  2. Helvetica

  3. Times New Roman

  4. Verdana (ideal for low-resolution devices)

  5. Courier

  6. Tahoma

  7. Georgia

  8. Palatino

  9. Trebuchet MS

  10. Geneva

Remember, when setting up your mailing, to choose a font that will display correctly on both a computer and a phone. Additionally, check the size - it may vary depending on the type of device, its screen resolution and the application you are using.


When added as images to an email, they can behave like images (i.e., they don't show up, depending on the mail client, if not zwhitelisted). In addition, some mail clients turn rounded buttons, into square ones. For this reason, you can only use square buttons in edrone. If you want customized buttons, upload them as an image. Remember, however, that then the same rules apply to the button as for images!


Emails sent from edrone show no problems displaying GIFs among the most popular email clients. The most important thing is that the GIF should be of sufficient weight (up to 2MB).

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Asdd alt's!

Some mail domains block images in messages by default; to see them, the customer must unblock them manually. It's worth informing him that if he allows images to be displayed, he will find the content valuable to him. ALT attributes - that is, alternative texts that display instead of graphics if the latter can't load - come to the rescue.

Make sure that each image is described with an attractive alt, limited to a few words.

You can add the alt for an individual element when you place the image in an email:

Don't send picture-only emails!

Try to make your email more than just an image. Use the golden rule of 40/60 - 40% images, 60% text. This way, the overall message of the email will always reach the end customer, regardless of the unread image.

Watch your links - click and check

Make sure all links in your mailings are active and up-to-date. Paste full links in your mailings (containing https) to avoid problems at the end customer.

Above all - test and change!

Every email is different, and there is no single recipe that is the answer to all ills. In addition, no one better to verify your dream creation than yourself!

Set up several email addresses on different mailboxes and test and optimize your emails once in a while. In this way, you will deliver to the end customer the effect that satisfies you the most.

You won't get along with everyone - research your base!

Not all customers use traditional applications to open email. The number of different solutions, whether mobile or desktop, reaches over several thousand! Therefore, instead of trying to get along with everyone, check your base once in a while to know which solutions your customers are using. When optimizing your mailing, follow the trends for the country you are sending to.

Global distribution of mail customers in edrone

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