Know-How Exchange : E-Marketing

This thread could turn into a real hornet's nest, as there are some circles in which this debate currently rages.

(Yes, we are a sad lot.)

There are basically two kinds of people in the world: those who think that HTML email is evil, and those who think that HTML is not only acceptable but preferable. Regardless of whether you're talking people who send email for a living or their subscribers, you have people in both camps.

In the interest of keeping it short, I'll--well--keep it short.

The best thing to do is simply ask people what kind of email they'd like. You should be able to split your file accordingly and push the right version to each recipient.

但是,你的问题是:HTML和文本,(1)which is more effective, and (2) which is more customer friendly?

Regrettably, those could very easily be two different answers.

There is no doubt in my mind that, as someone who has managed email campaigns for over 100 companies, there is almost always (95% of the time?) better response with HTML than there is with text. Even in technology or business environments, people still respond better to pictures, colors, nice fonts, etc. Text is just text.

And in some cases, pictures really are worth a thousand words. For example, one of our non-profit environmental clients sends a beautfiul full-color email each month; the open rate is over 85% each time. I have to think that the pictures of the animal species being defended in a given month keep readers engaged and concerned.

Another nice advantage of text over HTML for the sender is that you can track the open rate.

And even if you decide that your audience is a very businesslike crowd who would just as soon be rid of the pretty pictures, etc., that doesn't mean you have to bag HTML. You can just do a cleaner, less glitzy version of an HTML message, still taking advantage of various fonts and other layout opportunities that improve readability. (And you'll still have that open-rate tracking capability, although it is precisely this ability that makes HTML email the Devil in some people's eyes.)

So, when all is said and done, I believe that an HTML message works better than a text message (even a text message that links back to a Web version of the message, something you should include on both the HTML and text versions of your email).

我知道有些人会不同意. To each his own. As I said, the best advice is to ask what people would prefer and then deliver that to them.

So much for keeping it short. :(

Good luck,

Paul