HTML5 is already expected as “the next big thing” for both web and email marketing. HTML5 will take HTML 4.01, XHTML 1.0 and DOM Level 2 HTML to the next level.

The purpose of HTML5 is to reduce the need to install plugins that can usually support the functionality of files written in Flash, Silverlight, SunJava etc. Practically, HTML5 will not need any plugin for any of these types of files. The implications on emails stem from the fact that a great deal of the ISP’s, such as Yahoo!, but especially Gmail, already support HTML5. Only the new browser versions accept this standard, such as Firefox 3.6, Chrome, Safari 3 & 4 and iPhone.

When it comes to emails, Flash poses a security risk, but HTML5 is a safe alternative from the point of view ISP.