“Which is the best format to send my marketing newsletter?”
Both newsletter formats have their strengths and weaknesses. Here are some of the pluses and minuses of each:
HTML Newsletters
+ Offer more control over the look and feel of what readers get.
+ Its possible to include live links and images.
+ Formatted type is easier on readers eyes.
+ Its possible to get better statistics on the number of people who opened the email.
- You’ll need to create an HTML page, though with a template this shoudn’t take more than 10-15 minutes.
- Odd things can happen to HTML sent through email systems. The HTML page which looks great on your computer may not arrive on your readers’ computers looking exactly the same.
- Mail merge functions, where the software is supposed to integrate the reader’s name, don’t work as well and HTML newsletters may arrive addressed to <$firstname$> instead the reader’s name.
Text Newsletters
+ Just, write, format to 60 characters width, check for spam words and send.
+ Mail merge functions work consistenly so its easier to personalize mailings.
- Harder to read plain text email.
- Not as distincive or professional looking.
Which to use?
One compromise solution is to use both, an HTML version early in the week followed by a text version.
Which do you prefer?
- Charlie Cook
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