Re: Text vs. HTML Emails Ads
Miki Dzugan <mdzugan_at_markneting.com> wrote:
> Bottom line: Use HTML only when its use will assist
> the recipients to better use the information you
> are giving them.
Miki's post was excellent. One of the biggest "problems"
with HTML is it can seduce the sender to place form over
content. This is something to watch out for, especially
if using email to build relationships rather than prompt
immediate actions.
If a piece of code isn't contributing to the email's
objective, it shouldn't be in there, as it just increases
the chances of something going wrong with the download or
presentation of the email.
Another danger is that excessive HTML communicates
"commercial entity", which may make it more difficult to
build a personal rapport with the reader, if that's an
objective.
There's also misunderstanding about why readers prefer
HTML. It's often assumed they chose the HTML version
because they want websites in their email, when many
just want better readability or because "HTML" was the
default choice when they signed-up (for example).
The tracking capabilities and advertising creativity
make HTML very attractive to marketers, but you gotta be
careful out there.
Mark Brownlow, Author
The Keeping the Key Report
"How to give your email newsletters impact & influence"
http://www.KeepingtheKey.com/
Received on Mon Feb 11 2002 - 16:47:36 CST
