The act of making this transformation would also appear to overlap with web design itself, as the advertising email is basically a small, one-page HTML application.
This situation is complicated by the lack of a recognized body like the W3C to institute rendering standards.
[3][4][5] The increasing struggle of legitimate advertisers to distinguish their message from spam emails makes email production engineers being familiar with the latest anti-spam requirements more critical.
This advancement, coupled with the lack of standards, requires that an email production engineer be familiar with the concept of elegant degradation, as commonly intended rendering of one's product will fail at least partially.
For instance, the tableless web design which is often considered the gold standard for internet applications [8] is for email production purposes hopelessly reliant upon W3C standards that are rarely met by today's most common email clients.