Which E-mail Format Works Best: Plain Text or HTML?
Before laser printing and the web became ubiquitous, I used to advise clients to use a courier typewriter font for their paper direct mail letters. I liked the simplicity and cleanness of the typewriter look. For the same reason, I like plain-text better than HTML, but remember, I’m talking about an e-newsletter. If you’re doing lead-generation to a mass audience, or some rock-em, sock-em business-to-consumer e-mail, test HTML for sure!
The takeaway message this month? HTML e-mail in many cases makes sense, but don’t give up on the plain-text format. As always, in direct-response marketing, test, test and test again!
Ivan Levison is a freelance direct response copywriter who works for such companies as Bank of America, Fireman’s Fund, Intel and Microsoft. Levison writes direct mail sales letters, e-mails and ads. For a free subscription to his monthly e-mail newsletter for marketers, visit his website at www.levison.com. He can be reached at (415) 461-0672 or at firstname.lastname@example.org.