How does an empty tag appear in webmail clients?

An empty HTML tag will likely cause webmail clients (like Outlook.com ) to display a generic page title (e.g., the URL or filename) in the browser tab instead of a descriptive one. This doesn't break the email, but it can hinder user navigation and context.

Does an empty HTML tag directly affect email deliverability or spam filtering?

No, an empty tag has no direct impact on email deliverability. Mailbox providers primarily focus on factors like sender reputation, email authentication (SPF, DKIM, DMARC), and content that adheres to spam guidelines. It will not cause your emails to go to spam or be placed on a blocklist (or blacklist).

Can an empty tag impact email accessibility?

Yes, it can. Screen readers and other assistive technologies use the tag to provide context about the email's content to users. An empty or missing title can make it harder for visually impaired users to understand what the email is about, thus reducing its accessibility.

What is the recommended practice for the tag in HTML emails?

It's best practice to include a descriptive tag within the section of your HTML email. This provides useful context for webmail users and improves accessibility for those using screen readers.

Does an empty HTML <title> tag affect email deliverability or functionality? - Content - Email deliverability - Knowledge base

When building email campaigns, we pay close attention to myriad details, from subject lines to image optimization. But what about the less obvious elements, like the HTML <title> tag? Many email marketers are familiar with the <title> tag from web development, where it's crucial for SEO and browser display. However, its role in the email ecosystem is somewhat different and often misunderstood.

An empty HTML <title> tag in an email might seem like a minor oversight, but its effects can range from subtle display quirks to more significant accessibility issues. While it generally doesn't directly trigger spam filters or cause emails to bounce, it can impact how your email is perceived and interacted with by recipients and their email clients.

I'll delve into whether an empty <title> tag truly affects email deliverability or functionality. We'll explore its primary purpose in email, how various email clients handle it, and the potential implications for accessibility and user experience. Understanding these nuances is key to optimizing your email campaigns for maximum impact and ensuring your messages are accessible to all recipients.

The purpose of the <title> tag in email

In web development, the <title> tag defines the title of an HTML document, appearing in browser tabs and search engine results. For emails, the primary purpose of the <title> tag is somewhat similar, though its visibility is more limited. When an email is opened in a webmail client (like

Gmail) or a browser tab, the content within the <title> tag can appear as the title of that browser tab.

This functionality is less about the email content itself and more about the container it's displayed in. For instance, if a user opens an email in a new browser window, the <title> tag determines what appears in the tab's title bar. This provides context for the user and can help them navigate open tabs, especially if they have many emails or web pages open. Without a meaningful title, the tab might display a generic URL or file name, making it harder to identify.

The <title> tag is a foundational element in any HTML document. According to the HTML Standard, it defines the document's title or name. While email clients interpret HTML differently than web browsers, the expectation for a properly formed HTML document persists, including a well-defined <title> tag.

Impact on email functionality and display

The most significant impact of an empty HTML <title> tag is on email functionality and how it's displayed, particularly for accessibility purposes. Modern email clients and accessibility tools rely on properly structured HTML to render content effectively and provide a good user experience.

Accessibility for screen readers

For users who rely on screen readers or other assistive technologies, the <title> tag can provide valuable context. An empty or missing <title> tag can make it harder for these users to understand the purpose or content of the email, especially if they're navigating through multiple messages. As highlighted by Braze, a proper <title> tag sets the title when viewed in a browser and adds valuable context for screen readers. For more on this, Email on Acid notes that the <title>tag provides important context for screen readers.

Rendering behavior in email clients

While most modern email clients are forgiving, an empty <title> tag could potentially lead to unexpected rendering behavior or warnings from HTML validation tools. While it's unlikely to break the email layout entirely, it deviates from proper HTML structure, which some stricter parsers might flag. This doesn't necessarily mean the email won't display, but it's an unnecessary variable in the complex world of email rendering.

Deliverability and spam filtering considerations

The good news is that an empty HTML <title> tag is highly unlikely to directly affect your email deliverability or trigger spam filters. Unlike issues with SPF, DKIM, DMARC, or content-related red flags, the <title> tag isn't typically part of the criteria that mailbox providers use to assess sender reputation or determine inbox placement. Learn more about common reasons why your emails might be going to spam.

However, there's a subtle, indirect link. Malformed HTML, including an empty <title> tag, can sometimes contribute to a larger pattern of poor HTML coding practices. If your email contains numerous HTML errors, it could theoretically make it slightly more difficult for some email clients to render correctly, leading to a poorer user experience. This might indirectly impact engagement metrics over time, which can, in turn, influence your sender reputation. But this is a very indirect and minor effect related to malformed HTML more broadly.

Ultimately, deliverability is primarily influenced by factors like sender reputation, authentication (SPF, DKIM, DMARC), content quality (not being spammy), and recipient engagement. An empty <title> tag isn't on the list of common reasons emails go to the junk folder or get put on a blocklist (or blacklist). It's more of a best practice for structured, accessible HTML than a critical deliverability factor.

Best practices for HTML email titles

Even though an empty <title> tag might not directly impact deliverability, it's a good practice to include a descriptive title for all your HTML emails. This ensures better accessibility and user experience.

How to include a title tag

The <title> tag should be placed within the <head> section of your email's HTML. It should contain concise, descriptive text that accurately reflects the email's content. A common practice is to use a combination of your brand name and the email's subject or purpose.

Example of a good HTML title taghtml

<head>
    <title>Your Brand - Your Email Subject Line</title>
</head>

Be descriptive: Clearly state what the email is about.
Keep it concise: Aim for a title that is easy to read and understand quickly.
Include your brand name: This helps with recognition and trust.
Match with the subject line: While not always necessary, a consistent message can enhance the user experience.

Summary of implications

Best practices for HTML email

Always include a title tag: Even if it seems minor, it contributes to overall HTML quality and accessibility.
Ensure valid HTML: Use a linter or validator to check for errors, including empty tags.
Prioritize accessibility: Design emails with all users in mind, including those with assistive technologies.

The HTML <title> tag in an email plays a role in functionality and accessibility rather than direct deliverability. While an empty tag isn't a critical deliverability issue, it reflects a lack of attention to detail that can subtly affect the user experience.

To ensure your emails are robust and user-friendly, always include a descriptive title. This helps webmail clients display proper tab titles and provides valuable context for screen readers, contributing to a more inclusive email experience. Focusing on overall HTML hygiene, including proper tag usage, is part of a comprehensive approach to improving email deliverability and user engagement.

Views from the trenches

Best practices

Always include a meaningful and descriptive title within your HTML email's <title> tag.

Place the <title> tag within the <head> section of your email's HTML structure.

Consider including your brand name in the title for better recognition and trust.

Ensure consistency between your email's subject line and its HTML title for a cohesive user experience.

Common pitfalls

Omitting the <title> tag or leaving it empty can degrade email accessibility for users relying on screen readers.

An empty title tag might cause some HTML validation tools to flag a warning, even if it doesn't break rendering.

Not providing a meaningful title can lead to generic browser tab titles when emails are viewed in webmail clients, reducing user clarity.

Relying solely on visual design and neglecting underlying HTML structure, like the title tag, is a common oversight.

Expert tips

Implement a linter in your email development workflow to automatically identify and rectify structural HTML issues, including empty tags.

Test your HTML emails across various webmail and desktop clients to observe how they handle the <title> tag.

Remember that while the title tag's direct impact on deliverability is minimal, it contributes to overall email quality.

Using a non-breaking space (like  ) within an otherwise empty title tag can sometimes satisfy validators if no other content is available.

Expert view

Expert from Email Geeks says an empty title tag might trigger HTML linters, especially given historical issues with XML parsers in older HTML versions.

2019-01-03 - Email Geeks

Marketer view

Marketer from Email Geeks observed that their testing tool flagged an issue with an empty HTML title tag, despite not having direct access to the email's HTML code.

2019-01-03 - Email Geeks