An email newsletter is probably the most effective way to communicate with your target audience. One of the main considerations before you create and deliver an email newsletter is what format to use: HTML or Text.
Until a few years ago, some email programs couldn't handle HTML. Nowadays that is not an issue, since most email programs are HTML compatible: AOL versions 6 and higher, Internet Explorer versions 4 and higher, Microsoft Outlook and Outlook Express, Eudora, Yahoo Mail, and Hotmail all support HTML. HTML email newsletters can easily be managed and sent using services like Constant Contact or Vertical Response.
Using HTML for your newsletter can be a plus from a usability perspective. Studies conducted by usability guru Jakob Nielsen show that most people prefer HTML newsletters because their enhanced layout makes articles easier to read (provided that the design of the HTML newsletter is clean and simple). The same design guidelines recommended for web pages also apply to HTML email newsletters.
However, HTML newsletters are often confused with unwanted advertising, since HTML is the format of choice for marketers trying to sell their wares and services through email messages. For this reason, text email newsletters are still popular, since their plain, no frills look helps differentiate them from advertising.
Text is also the format of choice for those who use a free service (like Topica or Yahoo! Groups) to administer their mailing lists and deliver their email newsletters, since these free services usually don't support HTML. If you use text, remember that you won't be able to use formatting tags, such as bold or underline, and that you must create hyperlinks by adding the prefix http:// before the URL (or the prefix mailto: before the email address, if you want to create an email link).
The approach I prefer is a hybrid between HTML and text. I compose my email messages in HTML, but using only text. HTML allows me to use simple formatting tags like bold, underline and italics, and a nice, screen-friendly font. I use a lot of white space to facilitate scanning, and include only a summary of each article, with a link to the full article (which is hosted on my website), since most users don't like to read long articles in the body of email messages.
My email newsletters, therefore, are similar to the table of contents of a magazine, in the sense that they give readers a broad overview of the current edition's content, and tell them where to find it if they are inclined to read further.
This hybrid format is never mistaken for advertising, is easy to read and scan, and loads fast. Furthermore, by offering links to the full articles, your users will be encouraged to visit your website, where they can have access to more information and learn about your products and services.
About The Author
Mario Sanchez is a Miami based freelance writer who focuses on Internet marketing and web design topics. He publishes The Internet Digest ( http://www.theinternetdigest.net ), a growing collection of web design and Internet marketing articles, tips and resources. You can freely reprint his weekly articles in your website, ezine, or ebook.
Are You the Culprit? Managers, start operating in your own best interest by taking a closer look at the public relations work underway on behalf of your unit.
Unholy Shadows: Gnosticism This article provides a general overview of the basic tenets of Gnostic thought, the acute problems it presented the early Christian Church and the Church Fathe...
Traffic vs. Quality Traffic and Hit Conversion Webmasters often worry about traffic, they think that if they don't get enough they aren't going to make any money. There is a little truth to that, but more im...
Bad Credit Debt Consolidation Loans If you are looking to consolidate your debt and you have bad credit, there are still many options online for you. Just make sure of a few things when analyzing...
Some Farmers and Organic Growers are Upset at Monsanto The organic farmers are angry that Monsantos terminator GM seeds will prevent the farmers from saving seeds from their harvest for next years crops and that Mon...
Green Cleaning for Health and a Healthy Environment Green cleaning is one of the latest movements to be accepted among reputable cleaning companies who wish to provide a quality cleaning service, while maintainin...
The Origins of E-Commerce Today E-Commerce is a phenonenom and it is getting bigger and better everyday, but how was it created and why is it so popular. This article will explore in de...
Guide to a Profitable Marketing Mix By implementing both long and short term strategies in your marketing mix, you can attend to immediate sales goals while building your business reputation and g...
The 11 Basics of Goal Setting Ever wonder why you accomplish some goals and not others? More importantly, do you want to know how to accomplish any goal?
Akron OH; A great place to do business When looking at Akron carefully one cannot help but notice it's brilliant location to rivers, water, large cities and middle class consumer spending populations...
Fat Acceptance With tons of information out there on "Fat Acceptance" does it do more harm than good? Being body positive and body fat are two different topics. South Beach D...
Presentation Skill Mistakes Are you confident that your presentation skills are getting the results you want? Could you be guilty of some of these top presentation blunders? Whether you ar...
Zyprexa Side Effects are Deadly: Effects Include NMS Side-stepping the FDA Eli-Lilly marketed the antipsychotic drug Zyprexa off lable to children. Zyprexa can cause diabetes, hyperglycemia pancreatitis, NMS, etc....
Horse Racing Betting, A Beginners Guide (Part 2) Quickly take yourself to been able to select winning horse racing bets from only a few quick lessons. Learn what to look for when selecting horse racing tips.
Print this page