The message!
Article from March, 26th, 2003.
First, before we start talking about the contents of your message, the subject
and other things, let us decide on the format. There are two formats used
for email marketing - plain text and HTML. If you have ever received email
advertisements, you know the difference between these two. The question is
- which format should you choose for your campaign? Here are the main advantages
of plain text messages:
- small size;
- easy to make;
- fully compatible with all email software.
The only disadvantage of plain text emails is that sometimes a picture is
worth a thousand words. And attaching a picture to your plain text message
does not solve the problem. So let's take a closer look HTML messages. The
main advantage of HTML message is that it allows you to create visually appealing
messages. It means you can use different fonts, styles, pictures, graphics,
multiple columns, and background colors in your message. HTML messages also
allow you to collect some data from people who receive your message.
But don't think that HTML is perfect. Here are the main disadvantages:
- larger message size;
- you have to know HTML or buy a program that can create HTML messages;
- HTML is not compatible with older e-mail programs and some AOL users
may not see your messages displayed correctly;
- Your HTML message or parts of the message (pictures, most often)
may not be displayed correctly (or at all). Sometimes it's your fault,
some time it's the software (also, read
this article about the images);
- Spam fighting software is more likely to see HTML messages as spam.
Conclusion: HTML is better than plain text BUT it does not mean that
it's better for you. If you want your messages to appear personal, use plain
text. Use common sense and remember that the rules of "old printed media"
still apply. The second point is why should YOU decide, whether HTML or plain
text is better? Why not give an option to your subscribers to select the format?
Or you can send the same message in different formats to see what type of
messages works better for your target audience.
Next Week: The Message! The Does and Don'ts
Prev Week: Bulk email marketing. The Whys and
Hows
Relevant links:
Software to send bulk email
Subscription options:
Entire news archive is available here.
Want to receive the news by e-mail? Subscribe now,
it's free!
|
Hotline
2009-07-02: New pricing scheme for Atomic SMS Sender
2009-06-24: Atomic Bluetooth Sender 2.20
2009-06-24: Atomic Email Studio 7.10 release
To all news
More links
New product
Send SMS online cheaply and securely, 3 trial SMS are free. More...
The newest version
The
most up-to-date and feature-rich Atomic Blue Sender 2.20 (released on
June 23, 2009). More...
Download software
Looking for a suite email
maketing software? Then look no further. Download it here.
Partner with AtomPark
We offer
you to earn with us:
(1) exclusive partnership
(2) non-exclusive partnerhsip in your region,
(3) affiliate program,
or just tell your friend about email marketing
utilities from AtomPark.

New articles
• What do you know about email marketing?
• E-mail list segmentation
• Dissecting a successful direct marketing e-mail
• What are keywords good for?
• Words you should and should not use in e-mail advertising campaigns
|