By T. Detty
YNOT – The issue of HTML versus text often raises heated debate amongst those involved in email marketing. Frankly, there is value on both sides of the fence, and there are a number of issues that one should take into consideration before making a decision where to stand. HTML can be a successful way of advertising, but on the other hand, it sometimes discourages recipients from engaging with the message.
To start with, not everybody has the ability to receive HTML email, and everyone involved in email marketing should take note of that fact. Informed estimates indicate more than 30 percent of email users are not able to receive HTML. Formatted messages sent to them may be unreadable or show up in non-standard fonts, clashing colors, or bad or broken images. Sometimes there is no quick or easy way to adjust the appearance, so the missive goes unread. However, it is also a fact that the number of HTML-challenged readers is decreasing by the day.
Still, there is no denying that marketing researchers have determined HTML email gets twice the response rate generated by text email. It is easy to see why this is so. Full-color graphics and even moving images easily can be incorporated into HTML email. These are usually much more attractive and can be powerful in drawing attention to a message. Also, text just can’t do some of the things that HTML can, like embedding links.
Despite powerful statistics in support of HTML email, it is also true that most email users expect the HTML email messages they receive to be spam. Spammers perfected the art of creating flashy HTML graphics to sell whatever they were trying to sell in their intrusive and illegal way. Even some email users who can receive HTML email therefore prefer to receive only text in their messages.
Bandwidth constraints and the increased security risks associated with HTML also factor into recipients’ preferences.
Some very successful marketers use nothing but text email in their campaigns. They place all of their focus on powerful words and have no trouble directing people to their websites and blogs. Those who prefer to use HTML employ colors, images and fancy typefaces to get their messages across. The obvious advantage for the former is that they do not need to worry about some recipients having turned off HTML in incoming messages. The latter allows greater creative freedom, but may do so at significant cost to return on investment.
Terry Detty is passionate about internet marketing. This article originally appeared at MainstreamWebmasters.com. It was revised and reprinted with permission.
