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Too many online marketing options can be confusing.
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HTML has long been seen as the fancy leader head and shoulders beyond plain text emails.
You get more formatting options and you can add pictures.
So aren’t HTML emails better?
Not necessarily. Take a look at this:
This arrived just this afternoon. Now, I’m sure it looks pretty once I’ve clicked to make sure all the images are downloaded. But that’s the whole problem. All I see is a black background and lots of little red crosses.
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75% of email recipients are using some form of Outlook.
And that means if you create an entirely image based email – your recipient has to actively do something in order to simply see what the email is about.
Because people receive so many emails nowadays, if you do this, you are simply erecting another barrier for your customers.
So if you do a HTML based email – don’t construct the entire thing out of images. If you must use images, then use them intelligently along with text – so you;re not left with a blank screen
Quite apart from anything else, it’s going to be more expensive to build in the first place because you’ll probably have to pay a web designer to put it together for you.
I don’t have anything against HTML emails. But I do know that wherever you oblige people to do something extra, the number of readers will always go down. Of all the people you send the email to, a percentage will not even bother to read it unless they really want to. In which case they have to manually download the images for the email.
I did download the images.
It turns out the email was actually very pretty. And it had a link to an Autumn menu (mmmm…) and a nice little voucher (woo hoo! Money off!) but I didn’t get to see any of that before because the entire thing was built in images.
Online or by email you have fewer than 10 seconds (or a lot less) to capture attention.
So short sharp, easy to read emails (whether in plain text or HTML) which you can read without manually downloading pictures are much more likely to get read and capture the attention of your customer in those vital few seconds.
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Today I unsubscribed from Hallmark.com’s email list.
You see, I’m information hungry, but I only have so much attention to give.
So I unsubscribe occasionally from the emails which are LEAST RELEVANT to me.
That’s a lesson in itself.
I believe everybody’s doing that. And in response as marketers we’ve got to adapt to that in three ways:
- When we communicate, say something worthwhile, not just communicate for the sake of it
- Target customers more finely with better segmentation
- Focus on quality rather than quantity in building mailing lists
When you write any communication, ask yourself how it deserves the attention of your recipient and why they should want to read it.
Hallmark subscribed me as a condition of me using their free e-card service (which is fine, and a perfectly acceptable strategy in my book). But subsequent communications didn’t engage me or maintain any relevance.
However, they did one thing really really well.
When I unsubscribed, they asked for my feedback as a customer and they followed the golden rules of customer surveys which I talk about on Disc 11 of Profitable Small Business Marketing.
The result? I gave them the feedback they wanted. They got a minute of my time (even though I was unsubscribing because their emails wasted my time) and I told them what they could do better.
If you can get plenty of customers to tell you what they think about you and what they can improve – you don’t need to guess about anything.
You just need to listen to improve.
