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”.

—The ability to sell effectively through email will be based on marketing dictates and strategies much like mainstream ad campaigns. Is your information relevant to customer need? Is it different from competition?

—In emerging email marketing era several providers will have readymade email templates that simplify process of designing email promotions

—There is a lot of learning built-up in last few years on winning emails and on email content that worked. Books and ebook resources written by those with experience (on what type of email content, titles or questions increase response rates) will greatly help new comers in this field. A great deal of study is going into email ¡¥subject lines¡¦ that work.

—Another key development is in software tools that allow a degree of personalization without having to individually carry it out email by email. Merging each subscriber's personal information into every email or newsletter, and merging subscribers' names into subject line of every email is a strategy that minimizes risk of being mistaken for SPAM.

—Your customers can choose to receive your message as HTML or text if you use technology called multi-part MIME technology

Tracking results Analysis of how your email marketing campaign is faring is an important part of whole process. There are advanced features that help you in evaluating your campaign results and take any corrective action if necessary. You can view your subscriber's history and instantly identify which email promotions; autoresponders or newsletters have been sent and view response rates. And all this will be available in real time. Tracking your email campaigns in real time means you know instantly how many people bought your product, how many chose to subscribe to your newsletter, or even how many autoresponders were sent out in last two weeks.

In conclusion

For successful email marketing you also have to be backed up with a marketing strategy that taps into traditional concepts of marketing. Your product must serve a need within your target in a better manner than any competing product, you have to hit price point at which people will buy; arrange easy and quick delivery of product and secure payment systems. Once you have these in place, persuasiveness of your email messages and interesting tools outlined above will act on your customers to deliver results.