Latest posts | Feed | By Mark Brownlow on December 07, 2004
E-Mail Creative: The HTML/Text Struggle
Jeanne Jennings cites some of the arguments-that-refuse-to-die against HTML mails, offers a response and invites debate on the relative merits of both formats.
I've never understood why some marketers are so anti-HTML (or anti-text for that matter).
Every half decent email marketing software or service provider gives you the tools to test, measure and compare the two formats. So you can choose the one that works best for your audience. Not to mention that it's not necessarily an either/or debate - you can offer people both.
Let the test results speak for themselves.
Most of the people who are negative about HTML do use the "I don't read html email personally" argument. Yet how many times are we taught not to assume that our preferences apply to our customers. And what people say they prefer isn't necessarily reflected in real behavior and response rates.
It's a non-issue for me - as marketers we should find out what works best for us and dump our assumptions and personal preferences on the chair outside the testing lab.
Jeanne Jennings cites some of the arguments-that-refuse-to-die against HTML mails, offers a response and invites debate on the relative merits of both formats.
I've never understood why some marketers are so anti-HTML (or anti-text for that matter).
Every half decent email marketing software or service provider gives you the tools to test, measure and compare the two formats. So you can choose the one that works best for your audience. Not to mention that it's not necessarily an either/or debate - you can offer people both.
Let the test results speak for themselves.
Most of the people who are negative about HTML do use the "I don't read html email personally" argument. Yet how many times are we taught not to assume that our preferences apply to our customers. And what people say they prefer isn't necessarily reflected in real behavior and response rates.
It's a non-issue for me - as marketers we should find out what works best for us and dump our assumptions and personal preferences on the chair outside the testing lab.
[This post brought to you by Campaigner Email Marketing]
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