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4.HTML emails load slower
Internet users are an impatient bunch. At very least, HTML email is twice size of its text-based equivalent. This means if you send your ezine in HTML, you tie up more of your readers’ bandwidth during delivery and receiving. Some of your ezine’s readers use dial-up. This delay is much more noticeable to them than to your broadband-user readers.
5.Security problems with HTML emails
You want to send your recipients your marketing message, not a virus. The unfortunate reality is that HTML emails transmit viruses easier than text-based emails. This is because it is possible for attachments to automatically execute code without user opening attachment.
6.HTML emails are harder to forward
Almost every marketer hopes for her campaign to be “viral” (that is, your marketing message being passed on from one recipient to another and another). It’s straightforward to forward a text-based email from one recipient to her friends and family. But when one tries to forward a HTML email to another, incompatibility problems arise. The forwarded email may not be received by its recipients looking same way as it looked when it was first received by original recipient.
7.More variables to measure makes it more difficult to gauge your success
The success of a text-based email marketing message is easier to measure than a HTML one simply because there are more variables involved in success of latter. For example, your email may have a poor response not because message was badly worded, but because font you had chosen is tiring for eyes. Is your font even readable by every computer? What about visibility of your typeface against coloured background you have chosen? The point is: there are so many variables in a HTML email marketing campaign that it’s difficult for you to measure what went right or what went wrong in a particular campaign.
8.Do you want to maintain three lists?
Due to uncertainty of how your HTML email will look at each recipient’s computer, businesses that choose to go HTML also have to maintain a text and an AOL version of their ezines. This means, you have to maintain three lists, rather than one. If you are a large corporation with a database-driven mailer that have a “sniffer”, you can rely on your “sniffer” to tell which recipient is able to receive which type of email and then send only that version. But if you don’t have that capability, maintaining three lists can be too challenging for your home-based business.
In conclusion, if you don’t know for sure whether majority of your readers will be able to receive HTML emails, send them text messages. If you really love idea of having a HTML newsletter, there’s always alternative of putting your newsletter up on your website and providing a link at beginning of your text-based email which says, “Click here if you wish to view this message in HTML”.
Valerie Tay is the editor of BizBytes Newsletter. Written in an easy-reading style, this ezine is packed with practical and powerful tips on building, growing and marketing your business. New subscribers receive a FREE bonus eCourse. http://adhomebase.com/bizbytes.htm