Many are saying that a picture says a thousand words. But quite a few people are still believing that HTML Email campaigns are just a waste of scarce disk space. Others beg to disagree and of the opinion that once you pass thru the initial obstacles, this technique is just as effective as any well thought off marketing campaign.
The contention of detractors lies in the format and the medium being used. The medium is email while format is generally text-based.
An image of, let's say, a notebook computer will not be as attractive to a target consumer unless a description accompanies its important specifications or features. A picture placed on an email needs to be coded in HTML especially when linked to a specific site. Many email clients, generally, do not show pictures unless the user wants to view it by activating an option. If not properly coded, it will come out as garbage to those who have no idea of HTML. Precisely because it appears in a code, quite a few people have second thoughts when opening it.
Email campaigns to be effective should overcome that initial obstacle. After all, 50% of the objective is achieved when the message is opened. And as in any marketing relationship, it is further enhanced when the recipient opts-in thru several ways such as subscription to their list.
Another major problem for HTML Email campaigns is that a design made in one format may not necessarily appear the same when the campaign is blasted to subscribers. Lay out may come out misaligned, fonts are difficult to read or worst unreadable. This technical difficulty is really very frustrating to many marketers. The solution lies in continuous testing on what layout will be acceptable, can be easily viewed by all and one that will sway consumers to favorable action.
Detractors of this type of email campaigns however agree, much to their disappointment, that HTML email campaigns are slowly gaining popularity and are really here to stay.!
These website replicas that find their way to inboxes are really eye catching once properly done. Click-thru rates are better when graphics or photos are placed rather than plain and dull text.
However, for HTML email campaigns to be effective, content should be a priority. There must be a proper balance of images and text. Make the codes simple and accurate and the minute changes are made, thorough testing should be conducted to make sure that it reaches their target market and elicits the proper response.
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