HTML Email has become ineffective.
The advent of unsolicited bulk email (SPAM) has made effective email communication challenging and time consuming, at best.
Additionally the parameters of email campaign development, and delivery have evolved in order to accommodate the change of rules that have come about as a result of spam.
Email marketing has evolved into more of a customer centric medium where the emphasis is on customer relationship building, rather than hardcore pitching and selling, and
As a result HTML based emails are being outlawed by spam filters at server and client level, making the use of HTML email copy highly ineffective.
The challenge for many companies is that HTML email layouts provide an opportunity to present information in creative format that catches the reader's attention, and provides a unique branding opportunity.
Most traditional companies continue to wrestle with the notation of sending text only emails versus HTML emails, and this is mostly because companies do not understand the implications or risk involved in distributing newsletters via email.
At present there are currently over 2186 variables that can account for email being blocked or trapped in spam filters at client or server level, but by far the most weighted factor is the measure between HTML email copy and actual text copy.
When choosing which format to distribute your email newsletters, (HTML or plain text), there simple approach to help you decide…
What is most important?
-
1. Having your newsletter creatively formatted and laid out, or
2. Ensuring your newsletter gets read.
In the advent of your readership being the most important factor, then unfortunately to minimise risk and ensure that your email broadcasts get read, TEXT ONLY emails present the very best opportunity to fulfil that need.
But all is not lost, TEXT ONLY email can still be formatted to look appealing and enticing to read… here are some quick tips:
- Use characters to format headings and page breaks (**** #### ^^^^)
- Word-wrap your lines at 65 ' 75 characters per line
- Ensure that paragraphs are no longer then 4 lines
Additionally, you can continue to publish your HTML newsletters online at your website, and simply use your TEXT ONLY emails to drive your readers to your online HTML newsletters.
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Marc S said,
Wrote on June 29, 2007 @ 10:44 am
Well…although the HTML to text ratio does play a role in determining the spam score for a given email, it is becoming for less important and valued.
More important recently is the “trust” built up on the specific IP that the email is originating from. Especially for bulk mail senders (focusing on hotmail), this could be the most important aspect, so it needs to be approached with a “trust” building process in mind.
I would however advise that if you are going to use email marketing, you do send out a multipart email, which is both HTML and text, thus giving the recipient’s ISP the option.
Mike Perk said,
Wrote on August 12, 2007 @ 6:11 pm
With the introduction of Outlook 2007 earlier this year I would also recommend testing your HTML email in different mail browsers. Outlook 2007 has been a real step backwards in dispalying HTML (it now uses the Word technology as opposed to IE technology). the last thing you want is a part of your web marketing campaign looking all messed up when your customers see it.