8 reasons why HTML emails will hurt your marketing efforts

Written by Valerie Tay

HTML emails have been around for a while. They look more professional than their text-only counterparts and actually generate better click-through rates. For example, there are studies which show that click-through rate for text emails for some industries is 7.1% while that for HTML emails is 10%.

That being said, many marketers are still not keen to publish in html. The reason: there are many problems associated with HTML emails that can actually hurt, rather than aid your marketing campaign. So letís make a list of how HTML can be hurtful to your marketing efforts.

1.Different email clients work differently

Internet Explorer (IE) isrepparttar dominant Web browsers used by most web surfers, so when it comes to designing websites, as long asrepparttar 109547 site presents well in IE, chances are, most visitors to your site can view it properly.

Unfortunately,repparttar 109548 equation becomes more complicated if we are talking about emails since there are different types of email clients (eg., Outlook Express, Eudora, web-based email clients and so on), each with different capabilities, settings, versions, etc. that make it more difficult to predict how your email will look like atrepparttar 109549 recipientsí end. Generally speaking,repparttar 109550 capabilities of web-based email clients such as Hotmail, AOL and Yahoo! Mail are not as robust as program-based email clients, so certain effects that appear all right in program-based clients may not show properly in web-based clients. Another example is how some web-based clients cause your re-directs on URL to break or appear as plain text making it such that links that are crucial to makingrepparttar 109551 sales do not work. The worst blunder happens when your recipient receives a marketing message that they canít read at all. This isrepparttar 109552 case with some email clients such as Pine that donít haverepparttar 109553 capability to read HTML or AOL that canít display HTML properly. Consider alsorepparttar 109554 problem your recipients will encounter if they use PDA and Internet-capable cellular phone. These devices donít support HTML email at all.

2.The problem with printing HTML emails

Some of your recipients like to print their emails and read them offline for a variety of reasons. The danger of this to your marketing message is that graphical components in your HTML email may appear as blank boxes with icons indicating that graphics should be there, but are unfortunately not there. When such blank boxes appear, you are kissing goodbye torepparttar 109555 hope that your graphical HTML email will present a professional image to your recipients. Instead of looking disjointed and untidy with blank boxes, your message will have a greater impact if it has no frills (i.e., plain text), but is presented in a properly formatted way.

3.Connecting your users torepparttar 109556 Internet when they donít intend that

Sometimes,repparttar 109557 action of opening a HTML email will trigger a connection torepparttar 109558 Internet when your user doesnít haverepparttar 109559 intention to be connected. This results in inconvenience to your users because they then have to disconnect fromrepparttar 109560 Internet.

How software advances are revolutionizing email marketing tactics?

Written by C.S. Raman

Email marketing offersrepparttar unique opportunity of direct contact withoutrepparttar 109546 hassles of paper-based mailings. Delivery is instant and response can be as quick circumventingrepparttar 109547 usual pace of snail mail. Email marketing is used in three distinct ways:

To inform customers about offers, discounts andrepparttar 109548 like

To send updated information on a company°¶s products and services

To send free informative articles and write-ups to maintain contact and build customer loyalty.

Email marketing strategies ofrepparttar 109549 future are set to undergo a dramatic change and much of this can be attributed to software advances in email marketing tools. Before we understand how, we need to first put in perspectiverepparttar 109550 key issues in any email marketing program.

Who do you target: Identifying Your prospects

How often: The frequency with which you email them

What will you say to them: email content

Tracking results

Indications are that software advances will positively impact all these aspects of email marketing.

The impact of software advances on email marketing trends

Rising torepparttar 109551 demands of business users, service providers offer improved features and advanced email-marketing capabilities. The advanced capabilities have been studied for each ofrepparttar 109552 4 key issues in email marketing outlined above:

Who do you target: Identifying your prospects

óTargeting messages by segments using advanced database and search options: You can vary messages by geographic area, by purchase history, and if available in your opt-in list- by demographics and lifestyle. Software features allow you to easily identify specific type of customers for customized promotions. You can mail customers who purchased Product "XYZ" a complementary offer for a new Product. óList Management & Filtering Tools to organize your Opt-in lists, you can also merge more than one opt-in lists and duplicated addresses get automatically removed.

How often: The frequency with which you email them

You will be able to fixrepparttar 109553 preciserepparttar 109554 month, week, day, and evenrepparttar 109555 hour that email messages go out to prospects. You can schedulerepparttar 109556 exact dates for an autoresponder series

What will you say to them: email content?

Email content is developing into °ßmade of internet°® material as writers become savvier with this medium

óMore visual oriented and high impact glitziness is envisaged using animation features to makerepparttar 109557 email messages more appealing.

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