UKNM: HTML vs. Text

[janet hoy]

A few pointers for you.... all 'word of mouth' claims that HTML is more

successful than text for click throughs - but can you find the actual stats

on that?!  People use email for information, keep it short and punchy and

don't worry about fancy HTML graphics; if they want pretty pictures give

them a click through to your web site.


I think I saw some Forrester research (or IMT Strategies, can't remember

which) which claimed that 60% read in text still.  If you are outsourcing

you can make sure that you send an HTML with a default text.  The HTML will

be served first, but if it can't get through the browser the text will be

sent.


 As for length of email... there's no real limits (try Last Minute's 8

pagers ... yawn...) but I would suggest you limit yourself!  People want

information and they want it fast. If you have separate subject paragraphs

space them out and I would advise keeping each paragraph to a few lines and

a click through. If you're outsourcing, you could even consider creating

dynamic content emails that send one para to one person and a different one

to another depending on their preferences.  This way you can avoid the

8-pager "something for everyone which no one reads" syndrome.  You need a

decent size database to make this option financially viable though, and it

depends on your acquisition/retention cost per head.


Most important is your subject line - determining whether someone will open

or delete! Then your first screen is all important for pulling the recipient

in.  51% of people do not read all of the email.  Get a click through in

your first screen.


Finally, you can be firewalled if you add an attachment ... oh, and I've

heard before that the word "virgin" can get you blocked in some companies as

well!


Hope this helps

Janet



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