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HTML Vs. Text

Posted on July 25, 2007 by Kevin G.

I was reading an article on practices that are working in B2B marketing.  Written by Robert Bly, the article supports the notion that even though marketing gurus promote authentic and effective practices, the large majority of them are inconsistent.

It is a challenge to pinpoint what exactly makes a marketing campaign succeed or fail, even when it comes to custom publishing.  One point, however, I refused to accept: B2B email marketing is a strategy best served in plain text format over HTML.  What?!

Alright, I understand how spammers utilize HTML in various ways to trick filters, personal message are often sent in text format and HTML messages can seem insincere if sent to a bulky list.  But to say that text email messages for B2B purposes works better than HTML is a bit shortsighted.

HTML has the capacity to present multiple sources of information in a customized way.  If designed well, HTML messages can help promote a company brand while delivering a unique experience for the subscriber.  Not to mention that HTML is more expansive in its capacity for tracking and measurement than plain text.

If you think text email messages will set you apart from the rest of the B2B traffic – you’re right. You'll leave your subscribers wondering why you seem to think bland is better.

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July 25, 2007 in award winning blog, award winning newsletter, Award winning publications, Brand enhancement, build credibility, Building Customer Community, bulk email marketing, company blog, company newsletter, create a newsletter, create email newsletter, create newsletter, creating company newsletter, creating newsletter, direct email marketing, E-Marketing, Email Marketing, Email Newsletter, email tracking, ezine marketing, how to publish a newsletter, how to publish online, html email newsletter, html newsletter, newsletter design, newsletter publishing | Permalink

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Comments

I've been using BigString, and found its a great way to send out emails that self-destruct!

Here's some info if your interested:
BigString (http://www.bigstring.com), the new free webmail program, offers revolutionary features. When you send mail from your BigString account, you are protected. BigString is like an automatic shredder for your email. You can self-destruct or change an email that's already been sent or read. Don't leave your messages sitting in peoples' inbox forever.

Posted by: Michael | Jul 26, 2007 11:19:58 AM

FWIW, I work in the IT department for a regional government. Our spam filters are set to flag many HTML emails. If you happen to mention another keyword in your HTML mailing that matches a catch phrase, chances are that no one in our organization will ever see your email. Yes, HTML will present a snazzier picture for your potential clientele, but what use is it if no one ever gets to see it.

Posted by: S D | Nov 10, 2009 9:52:33 AM

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