HTML is evil? I think not!

I recently came across an article by George Dillon, who argues that HTML emails are evil. While some of the points of the article are valid, I think saying that using HTML emails in your marketing strategies is not a good idea is far from the truth. Let's take a look at some of the reasons why he says HTML emails don't work, and then we'll talk about why they do.

• HTML email wastes bandwidth: Dillon says that "most HTML messages are at least twice as big as plain text only, and they can be many time larger."
  
  

  Marketing Mechanisms: If the HTML email is designed using best practices, the size will be relatively small. Emails usually become bigger when the images have not been optimized, and the coding isn't clean. Remember, there is a big difference between HTML for emails and HTML for websites.




• HTML e-mail renders slowly: According to Dillon, "Some mail apps (e.g. Outlook) can slow down considerably when rendering HTML. The need for an HTML parser has also led to code-bloat in email apps generally."
  
  

  Marketing Mechanisms:Outlook and other popular email clients are now structured to accomomodate even the most cumbersome HTML emails. Again, when the code is clean, Outlook and others pick it up quickly sans the images and forms.

  
  



• HTML e-mail is not always reader-friendly: Dillon says that "HTML allows the sender to use unreadably small or non-standard fonts, clashing colours, badly formatted images and sometimes there is no quick or easy way for the reader to adjust the appearance to THEIR choice."
  
  

  Marketing Mechanisms::This is another best practices issue. The average font used in an HTML is Arial with a font size of 8 or 10. This is the ideal size, as it compares with any other email that is being sent. In addition, when using an email service provider, users have the option of selecting how they want their emails sent to them--either text or HTML. This way, the sender gets the message and is able to read it.

  
  

Dillon can say that HTML emails are evil, but we have a 1.2 billion dollar industry that says otherwise. Every conceivable company has sent out an HTML email...or two. There are some hang-ups to HTML emails, like the automatic image-blocking feature or the ever-popular want to add Javascript and Flash. These aren't necessarily deal-breakers, though. When coded and designed correctly, a HTML email can effectively relay your message and bring in the customers that you seek.

Microsites...The Sequel

Microsites are a breeze! I just developed a template layout for a microsite that I created in ExactTarget. The important thing to remember is that although this is truly a website in function, it still needs some remnants of email marketing best practices. When designing the email, I adhered to the best practice of 550-650 pixels. Because of the content included in this email, I opted for the 650 pixels, which basically made the images look better. Then, I developed a template for the landing pages. The page layout will be similar to the emails, such it should be when following a good e-marketing strategy--your emails and website should look virtually alike in scope. Wondering how the layout looks? Take a peek on my website.

Using microsites in your email marketing campaigns



Microsites are an excellent tool to use when you're ready to do an extensive email marketing campaign. The most obvious reason is that you don't have to rely on your IT department to create items that you could generally create yourself. ExactTarget has this service as an add-on to its popular email service application. You simply buy a package, create your landing pages, and link everything. You can even create meta keywords and descriptions--just like any live web page. Not only that, but you have your own tracking mechanisms so you don't interfere with your website's analytics tool. Consider using this the next time you implement a campaign that requires the use of forms, landing pages, and results.