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04.11.07
Email Advertising And When To Use Text
 By
Terry Detty
The issue of HTML email versus text email usually raises heated
debate amongst those involved in email advertising.
For some people, feelings about HTML-formatted email have changed
over time.
However there are a number of issues that one should take into
consideration before making a decision either for or against
sending HTML email in their advertising campaign. It may show
to be a successful way of advertising, but then on the other
hand it could be a pain to the ones on the receiving end.
To start with, not everybody has the ability to receive HTML
Email, which is a very important factor for anybody involved
in email advertising to take note of. It is estimated that over
30 per cent of email users are not able to receive HTML Email.
HTML may show up unreadable or in non-standard fonts, clashing
colours, badly formatted images and sometimes there is no quick
or easy way to adjust appearance to be read. However it is also
a fact that this figure is reducing by the day.
Still there is no denying the fact that HTML email will always
get twice the response rate that text email would usually get,
according to Email Marketing research.
It is easy to see why this is so. With HTML email, full color
graphics and even moving images and graphics can easily be created.
These are usually much more attractive and can be powerful in
drawing attention to a message.
Also, according to research, it's mentioned that text just can't
do some of the things that HTML email marketing can, such as
the ability to embed links into the email form itself. Yet despite
this powerful statistic in support of HTML email, it is also
true to say that most times, email users expect most of the
HTML email messages they have received to be spam.
Many notorious spammers have actually perfected the art of creating
flashy HTML graphics to sell whatever it is they are trying
to sell in their intrusive and illegal way.
There are plenty of other reasons to favor plain text over HTML,
such as band width waste and security exploits, but what it
really comes down to is that like all other forms of information
junk, there is more effort put into the font styling, rather
than the actual email content.
Choosing the right Marketing Company is often one of the biggest
reasons a campaign fails or succeeds. It is also significant
to note that there are some very successful marketers who use
nothing else but text email in all their campaigns. They place
all their focus on powerful words and directing people to their
web sites and blog sites, where color and full HTML can be fully
utilized to elaborate further on their advertising messages.
The obvious advantage they enjoy is the fact that they do not
need to worry about some recipients having turned off all HTML
in incoming email messages, which many people often do to deal
with the rising volumes of spam.
About the Author:
Terry Detty, 42 years old, finds internet marketing his passion.
In addition to marketing he enjoys reading, and occasionally
gets out for a short walk. Key to Successful Internet
Advertising; Specialized email
marketing software and website
promotion techniques. |
