HTML email versus text email: fight!

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Jeffrey Zeldman is one of the giants of web design. And he really doesn't like the whole idea of HTML email. The post in which he states this opinion triggered dozens of comments in a big HTML versus Text showdown.

As with so many things, the answer to the HTML versus text debate is a compromise as far as professional email marketing goes.

Send out HTML email that makes it easier for folk to grasp and experience the message, in combination with a text-only version for those who prefer their email that way. There's really no solid marketing argument against it.

It's not HTML email that's bad. It's poorly-designed HTML email that's bad.

Update: Campaign Monitor - chief acolytes of the movement for good HTML design - posted a lengthy rebuttal to the original post by Zeldman.

More on HTML and CSS in emails | Tags: email marketing, email design, html email, text email

[This post brought to you by Campaigner Email Marketing]
Permalink | June 11, 2007 | 2 comment(s)
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2 Comments:

I agree that it's poorly designed HTML mail that causes problems.

But for me, poorly designed HTML mail is _any_ HTML email. I don't want it in my inbox, period, for a number of reasons

* I'm one of those old fashioned cranks who has been on the net forever ;-)

* I use a variety of different systems, and email that looks different when I view it in .mail on my Mac to when I view it on OL2007 on my windows machine is just confusing.

* I use mobile devices. What Windows Mobile does to HTML email would make you cry.

I'm not trying to come to your blog and pick a fight, I'm not about to start calling you a spammer just because you use HTML email, but you do need to offer people a choice. Text has the valuable feature of working, no matter what.
By RobM, on 11 June, 2007

Thanks Rob. I certainly welcome different perspectives on all issues. The more the merrier, so thanks for taking the time to comment.

The design/display conflicts keep a lot of email marketers up at night sweating. And the issues with HTML and mobile email are only just beginning to pick up attention.

So I'll doff my cap at your points, but stick to my compromise position...
By Mark Brownlow - Email Marketing Reports, on 11 June, 2007

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