The single biggest shortcut we see is that brands will resort to sending image-based emails, which means they don't incorporate live text, dynamic elements or personalization. You can't, for example, swap in specific images, customize text, dynamically insert loyalty points, etc.
Your email needs to look good on mobile and desktop - which, even in 2024, can't be assumed. But these days, you consider and test how your emails render for different ESPs, devices and settings (i.e., dark and light modes).
Gmail users will know what I mean here. Sometimes, an email will truncate before you get to the end of the text. That's not from too much text; it's from too much code. If you get a truncated message when you test how your emails render on Gmail, see if you can send the same amount of info using less code.
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