Text or html?

Whether to send text or html email can only be determined by testing.

Some people do not like to receive html emails, and others can not even view them (this depends on their email programme).

The deciding factor is not just whether users email programmes can view html emails, but "Does the reader want html?" The only way to know for sure is to ask them!

Always offer a text version. Html should be an option, not a substitute.

Advantages of html email:
- Visually appealing
- better control over link appearance
- you can track the number of emails opened
- seamless click-through to your site
- better response rate

Disadvantages of html email:
- not viewable in all email programmes
- larger file size (longer download time)
- broken images if read offline
- modem will try to dial up an internet connection if read offline
- AOL users are unable to view html unless using version 6 or higher
- most experienced net users prefer plain text messages

Next section: How to compose HTML email

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