When you’re sending out e-mails to targeted groups, a common question is whether to use an HTML or text format.  The answer is not cut and dry, which makes the decision tricky.  The short answer is that they can both work well, depending on the product, service, consumer, etc.,

That probably doesn’t help you too much, does it?  But don’t fret; here are some tips to help you decide which format will work best for you.

The Long Answer:
There are pros and cons to each format.  Text is easy to produce and ensures that everyone is able to view it, but it limits creativity in that there are no graphics and fonts cannot be formatted.

HTML, on the other hand, allows a variety of graphic enhancements, as well as font formatting, but many people are not able to view HTML messages and the ones that can, may be distracted by too many images.

Tips for HTML
The key to creating an effective HTML e-mail is to be sure the intended message or call to action can be fully understood without the graphics, by solely reading the text.  If text is embedded in HTML images, and a user cannot see them, they will lose that text, and with it, part or all of your message.  Also, don’t go overboard – opt for a few visual focal points instead.

Text Tips
In order to produce an effective text e-mail, your copy has to be strong.  Well-written copy will snag the readers’ attention better than, say, weak copy that is accompanied by graphics.

The biggest determining factor is your audience – you really have to know the people who are receiving your e-mails.  Your target audience decides where, when and what you advertise, so it should play an equal role in your e-mail format. For instance, if your e-mail is sent to a targeted group of teenagers, who are nowadays very technologically savvy, HTML may fare better – they like to see graphics, are more engaged by this type of e-mail and are more likely to have the capability to view HTML than an older demographic might.

So try both formats out if you’re not sure – see which one fares better.  But keep in mind other factors as well that may be contributing to the effectiveness of either format.

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posted by Erica on January 12th, 2010 Posted in Admission | 1 Comment »

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