Why People like HTML Email Marketing Messages


	Email Marketing News		Email Marketing Research		Email Marketing Best Practices		Email Marketing Glossary & Terms

Email Marketing Best Practices

Why People like HTML Email Marketing Messages
The results of a recent survey showed that when people preferred HTML email marketing messages and newsletters, they preferred them because...

28%- HTML email newsletters can accomplish a more effective layout
24%- Color can be used in the email newsletter
21% - Images can be included in the email newsletter
20%- Ads can be more effective in HTML email than text email

In the "other" reasons, people brought up the fact that embedded links are more effective in HTML email for two reasons: 1) they can be hidden behind the text and are therefore less intrusive, and 2) links can be shorter avoiding the "zillions of characters long" link problem that affects many text-based mailings.

They also mentioned that text just can't do some of the things that an HTML email marketing can, such as the ability to embed forms into the email itself.

Clearly the benefits of HTML email are in how layout, color, and images can affect the reader's ability to process and enjoy the content WHEN IT IS DONE WELL. The Text reader feedback was also clear - don't distract me with too much chaotic layout, color and images or worse yet - missing graphics or broken links.

So what does this mean? Why doesn't everyone prefer HTML email markeing?

There are two possibilities here. One possibility is that overall, HTML emails are done so poorly that the use of color, layout and image actually obscures readability, driving more people to pick Text. A second possibility is that some people just absorb information differently than others and that even if HTML emails were optimized, they'd still pick Text.

Either way, there are a few lessons to be learned.

1. Give your readers a choice of HTML email or text

I thought it was most interesting that people were split almost down the middle in their choice of HTML vs. Text. This sends a clear message. There is no obvious winner so your best bet is to create two versions (or more to compensate for email client variations) of your email and allow the recipient to specify which one he or she wants.

Good email marketing software programs (like SubscriberMail) allow you to do both - first give your readers the choice, and if a choice is not specified, then send multi-part.

2. If you are doing HTML emails a. Think simple. I believe it is human nature to try to do more. More color or more images or more layout blocks is not necessarily better. Think simple when doing your HTML design. Decide what the single most important part of your message is and design all the other elements around it, but make sure the main message stands out. Ask someone to look quickly at your email and tell you without thinking about it which part of the email grabs their attention first - if its not the most important part, go back and try again. b. Don't forget about mobile readers. Even if someone has picked HTML because they normally read their email at their desk, they may also periodically read it on a mobile device. The problem is that you won't know when they do. If you can, see what your HTML email looks like when viewed on a mobile device like a Blackberry or a Palm. Consider minimizing the HTML tags at the top of your email, or use a multi-part format.

c. Test, Test, Test. Sadly, HTML is not yet a truly universal format. Your layout may look perfect on your own reader, but less than perfect on others. At the very least get a few free email accounts set up and test your campaign before sending it. This is especially true if you are embedding forms or if you are using other advanced HTML techniques. A recent study showed that almost half of the email messages sent did not display properly because they had missing graphics or broken code.

3. In your Text emails... You can make text look good. The more people you have who choose Text emails, the more time you should spend on your Text version. If a significant percentage of your audience is choosing Text, take the time to do it well. Your layout options are limited - you can't change colors or fonts when you use text, but you can use interesting spacing and characters to create an illusion of a more sophisticated layout.

The bottom line is that you CAN take the best of each format and merge them into your email marketing. Remember it's all about your audience. Think of them as you create your email marketing messages - keep things simple and clear. Before you send an email message, ask someone what they think, and don't forget to test, test, test.

SubscriberMail's email marketing software and services | Site Map | Contact Us