Robert Mendez

While the message and design of each e-mail are crucial to converting recipients, the subject line is the outer envelope, if you will. It must strike the right tone in order to get prospects to open. In the recent DirectMarketingIQ how-to guide All About Email Creative, direct response copywriter Ivan Levison says the success of an entire e-mail campaign rests on whether or not the subject line works.

by Ivan Levison To use HTML e-mail, or not to use HTML e-mail? That is the question e-mail marketers are asking themselves these days. And with good reason. No complete studies, to my knowledge, have been published on whether the plain-text or HTML format works best. The anecdotal evidence is often contradictory. Let me give you an example of what I mean. I contacted two friends who are experts in the field of e-mail marketing. Here is what they had to say: "Generally, HTML e-mail results are superior to plain text ... it definitely makes sense to use HTML," says Jeff Wilkin, formerly the CEO

To use HTML e-mail, or not to use HTML e-mail? That is the question e-mail marketers are asking themselves these days. And with good reason. No complete studies, to my knowledge, have been published on whether the plain-text or HTML format works best. The anecdotal evidence is often contradictory. Let me give you an example of what I mean. I contacted two friends who are experts in the field of e-mail marketing. Here is what they had to say: “Generally, HTML e-mail results are superior to plain text … it definitely makes sense to use HTML,” says Jeff Wilkin, formerly the CEO of MarketModels,

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