‘HTML emails’ are simply like a web page displaying in email clients based on html code. As contrary ‘text based’ email are simple text like our notepad.
Email marketers like to send their emails in html format because of the control on layout and colors. But many email clients disable the html display by default. So it will be better to offer an alternate format of text based email while the subscriber is subscribing.
What are pros of HTML emails?
1. Color full and eye catchy:
Because of the usage of different colors and font, these html emails grab the attention of your subscriber. You can include images, tables and div tags to align text and seperate the content of your email to enhance the important points.
2. Email openings:
Email marketers tend to get the opening rates of their campaigns to assess their advertising dollars expenditure. For that html emails are a way to go to include a tracking tag which is not possible with text based email. But email link click tracking is possible even with text emails.
3. Hide affiliate links:
Though many subscribers are reluctant to click on hiden links, marketers are still tempted to hide the affiliate links behind other urls. This way they will get the cookie created in the subscribers computer for sale tracking.
What are cons of HTML emails?
1. Display of html emails is off by default:
Email clients have a setting where the reader needs to turn on the html format. By default it will be turned off (in most email clients). Most users are not aware of these simple settings. So they end up looking at raw html code instead of a well formated email.
2. Weight of the html email:
The html email, especially created in WYSIWYG editor tends to be bloated up. So the bigger the size of the email. Using a code editor to create html is always a good idea.
These are blocked by the email clients automatically. Email clients like hotmail blocks the images too unless your subscribers opted them to display.
Here is a small study done a while ago on how many people actually prefer HTML email. Study was posted here:
Though only 20% of subscribers prefer to get the emails in html format, it doesn’t mean that you should backoff from sending them. Follow some tips:
* Use minimal html
* Offer alternative format (like text or mime format)
* Don’t try to fool your subscriber
* Less images
* Ask the subscriber to add your email to safe list
All the above tips helps you to send your email as html based ones.