HTML Mail: How Can it Benefit Your Campaign?

Author: Jamie Colbs

Author: Jamie Colbs

HMTL vs. text is a controversial topic email marketers have been debating for what seems like an eternity. The truth is that HTML has become the preferred method among marketers and their subscribers. This is primarily because it offers a degree of customization and visual appeal that plaintext simply cant match. These examples are just the tip of the iceberg because HTML mail has several more benefits to offer. Creative Designs When using HTML mail as the catalyst for your marketing campaign, you can let your imagination run free and take creativity to the next plateau. It allows you to design your message in a way that perfectly coincides with the products or services you have to offer. This is made possible by the control it gives you over the layout, colors, fonts, graphics and branding elements. With the ability to embed links, forms, surveys and other desirable features, you could say that HTML opens up endless possibilities for interaction with your audience. If you are looking for a way to grab your readers and keep them homed in to your message, this powerful design technology is the perfect tool. Widely Embraced Being that HTML mail appears to be a win-win solution for both senders and recipients, you may be wondering why it is entangled in such a hotly debated topic. There are actually many reasons, but a lot of it boils down to the fact that some email systems do not support the format. This, however, is all changing as more users come to embrace HTML. In fact, a multitude of independent studies show that well over 90% of recipients prefer it over text. As a result, the most popular mail readers have been optimized for compatibility with HTML mail. This includes client programs such as Microsoft Outlook, Outlook Express, and Gmail just to name a few.

You Dont Have to Give up Text Even though HTML mail continues to increase in popularity, there are some people who prefer to choose how they view email. Times are changing but there are still a handful of email users who would rather read their mail in plaintext. As a marketer, it is your job to keep them content by giving them the power of choice. Fortunately, advancements in internet technology have made it possible to cater to both groups with relative ease. By leveraging multipart mail, your message will be sent in the form of both HTML and text. This basically means that if the subscribers email reader is capable, they will receive the HTML version. If not, they automatically receive the message in text format. Of course, you always have the option of asking your readers which format they prefer so there is no confusion and no complaints.

Conclusion

From a benefits aspect, HTML mail towers over plaintext. With that said, it has its flaws and should therefore, be used with caution. Until all the disadvantages of this format have been eliminated, the best strategy involves allowing your subscribers to choose how they would prefer to receive your message.About the Author:

Jamie Colbs is a html email newsletter templates best practices activist advocate for Benchmark Email , a leading Web and permission-based email marketing service.

Author Links

Business URL: http://www.benchmarkemail.com/email-marketing/html-email-templates

Business/Social Networking Links

Twitter URL: http://twitter.com/benchmarkemail

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