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Web Design Articles
Email Newsletter Format: HTML or Text
An email newsletter is probably the most effective way to
communicate with your target audience. One of the main considerations before you
create and deliver an email newsletter is what format to use: HTML or Text.
Until a few years ago, some email programs couldn't handle HTML. Nowadays that
is not an issue, since most email programs are HTML compatible: AOL versions 6
and higher, Internet Explorer versions 4 and higher, Microsoft Outlook and
Outlook Express, Eudora, Yahoo Mail, and Hotmail all support HTML. HTML
email newsletters can easily be managed and sent using services like Constant
Contact or Vertical Response.
Using HTML for your newsletter can be a plus from a usability perspective.
Studies conducted by usability guru Jakob Nielsen show that most people prefer HTML
newsletters because their enhanced layout makes articles easier to read
(provided that the design of the HTML newsletter is clean and simple). The
same design
guidelines recommended for web pages also apply to HTML email newsletters.
However, HTML newsletters are often confused with unwanted advertising, since
HTML is the format of choice for marketers trying to sell their wares and
services through email messages. For this reason, text email newsletters
are still popular, since their plain, no frills look helps differentiate them
from advertising.
Text is also the format of choice for those who use a free service (like Topica
or Yahoo! Groups) to administer their
mailing lists and deliver their email newsletters, since these free services
usually don't support HTML. If you use text, remember that you won't be
able to use formatting tags, such as bold or underline, and
that you must create hyperlinks by adding the prefix http://
before the URL (or the prefix mailto: before the
email address, if you want to create an email link).
The approach I prefer is a hybrid between HTML and text. I compose my
email messages in HTML, but using only text. HTML allows me to use simple
formatting tags like bold, underline and italics, and a nice, screen-friendly
font. I use a lot of white space to facilitate scanning, and
include only a summary of each article, with a link to the full article (which
is hosted on my website), since most users don't like to read long articles in
the body of email messages.
My email newsletters, therefore, are similar to the table of contents of a
magazine, in the sense that they give readers a broad overview of the current
edition's content, and tell them where to find it if they are inclined to read
further.
This hybrid format is never mistaken for advertising, is easy to read and scan,
and loads fast. Furthermore, by offering links to the full articles, your
users will be encouraged to visit your website, where they can have access to
more information and learn about your products and services.
You can freely reprint this article. Just
include the following resource box at the end:
Mario Sanchez publishes The Internet Digest ( http://www.theinternetdigest.net
) a website and newsletter that gives you useful advice on web design and
Internet marketing, one free tip at a time
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