Style Without Substance Will Html Email Survive
Posted on 05 Aug 2003
by troy janisch (ideahamster)
Rated 2.76 (Ratings: 27)
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HTML or Plain Text?Both.
If 53% of recipients prefer plain text, a large number still like HTML email. Don't choose teams. Let email recipients choose whether they want to receive plain text or HTML. Make messages available in both formats and let customers, or email newsletter subscribers, decide the format they want to view.
Will HTML Add Value?Not always. If 90% of the unsolicited junk email is sent as HTML email, your message may stand out more presented effectively in plain text. Every email message you send does not warrant HTML. Large text, bold fonts, and graphics don't by themselves increase the effectiveness of a message.
Is HTML Worth the Investment?Sometimes. HTML-based emails need to be created by someone will a high level of HTML programming and design skill. They need to be tested with a variety of email clients before being sent. They need to be given the resources they need to succeed. If an email benefits from HTML, it benefits from having it done properly.HTML messages aren't bad. However, most are still badly constructed and badly targeted.
This needs to change.Each poorly-constructed HTML email fuels a decline in the effectiveness of HTML email as an effective marketing and communication tool.