1 / 22

HTML vs. TEXT

Explore the findings from a comprehensive study on email format preferences, comparing HTML and text formats. Learn about reader preferences, factors influencing choice, and industry best practices.

pierreburns
Download Presentation

HTML vs. TEXT

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. HTML vs. TEXT DC Web Women “Blacklists, Whitelists and Read All Over” June 17, 2003 Gabriela Linares VP Marketing ã2003 L-Soft

  2. Industry Research – Study #1Source: Survey of E-Mail Format Preferences and Programs, Dr. Ralph F. Wilson, April 2003 - N=954 ã2003 L-Soft

  3. Industry Research – Study #1Source: Survey of E-Mail Format Preferences and Programs, Dr. Ralph F. Wilson, April 2003 - N=954 HTML Readability Today: ã2003 L-Soft

  4. E-Mail Client Program Casual users: Business users: Industry Research – Study #1Source: Survey of E-Mail Format Preferences and Programs, Dr. Ralph F. Wilson, April 2003 - N=954 • AOL users: 92% of users studied used version 6.0 and higher and could read HTML e-mail ã2003 L-Soft

  5. Industry Research – Study #1Source: Survey of E-Mail Format Preferences and Programs, Dr. Ralph F. Wilson, April 2003 - N=954 ã2003 L-Soft

  6. Industry Research – Study #1Source: Survey of E-Mail Format Preferences and Programs, Dr. Ralph F. Wilson, April 2003 - N=954 Plain Text Preference ã2003 L-Soft

  7. ã2003 L-Soft

  8. Industry Research – Study #1Source: Survey of E-Mail Format Preferences and Programs, Dr. Ralph F. Wilson, April 2003 - N=954 • Reasons for HTML preference: • Readability (78%) • Attractive display (68%) • Ease of scanning (64%) • Overall design (64%) • Reasons for text preference: • Readability (73%) • Security from viruses (68%) • Ease of saving for future use (63%) • Ease of scanning (61%) • Download speed (54%) ã2003 L-Soft

  9. Poll on HTML vs. Text preference - #2Readers of “Splash” and “E-zine Tips”, N=600, February 2003 ã2003 L-Soft

  10. Poll on HTML vs. Text preference - #2Readers of “Splash” and “E-zine Tips”, N=600, February 2003 Reasons for preferring text: • Can't read HTML 6% • Just want the meat without the distractions 32% • Like to read offline 15% • Ads are more intrusive in HTML 22% • Slow to download 14% • Other 11% Reasons for preferring HTML: • HTML email can be laid out more effectively 28% • Color can be used 24% • Images can be included 21%    • Ads can be more effective in HTML 20%    ã2003 L-Soft

  11. Preferred e-mail advertisement formats worldwide, Q1 2002- #3Source: Opt-In News, May 2002 ã2003 L-Soft

  12. Use of anti-spam filters - #3aSource: Opt-In News, May 2002 • (21%) of consumers use a Spam filter within their email messaging programs. • (52%) do not use this type of service and • (27%) are uncertain if they are using a filter feature ã2003 L-Soft

  13. Response rates per format- #4Source: IMT Strategies, Sept. 2001 ã2003 L-Soft

  14. Other Industry Research #5Source: Debbie Weil, WordBiz Report, N=300, May 2003 • One-third publish HTML only • Text-only subscribers are typically less than 50% of list recipients • 70% survey respondents prefer HTML ã2003 L-Soft

  15. Best practices is a moving target- #6Source: Jupiter Media Metrix, May 2002 • Best practices for campaigns are a moving target, depending on campaign objective. • “There is no one best practice for these factors. Only with testing can an e-mail campaign be fully optimized” • Audience segmentation, message content and e-mail format should be tested prior to rolling out any campaign ã2003 L-Soft

  16. Anti-Spam filtersSpam report from the anti-spam filter product Spam Assassin HTML_FONT_COLOR_RED (0.1 points) BODY: HTML font color is red HTML_MESSAGE (0.0 points) BODY: HTML included in message HTML_LINK_CLICK_CAPS (1.1 points) BODY: HTML link text says "CLICK" HTML_FONT_BIG (0.3 points) BODY: FONT Size +2 and up or 3 and up LINES_OF_YELLING (0.0 points) BODY: A WHOLE LINE OF YELLING DETECTED HTML_LINK_CLICK_HERE (0.1 points) BODY: HTML link text says "click here" HTML_FONT_COLOR_GRAY (0.1 points) BODY: HTML font color is gray HTML_FONT_COLOR_YELLOW (0.0 points) BODY: HTML font color is yellow ã2003 L-Soft

  17. HTML vs. Text issues Attachments blocked by Anti-Spam & Anti-Virus filters • Embedded images are attachments • Referencing images from web site does not include attachments • A Multi-Part message may include attachments • Multipart/Alternative doesn’t have attachment • Multipart/Mixed has an attachment • Multipart/related has an attachment ã2003 L-Soft

  18. HTML vs. Text issues Design preferences • Both formats are visually appealing to different groups • Both formats are easier to scan according to different groups • Format depends on company’s image & personality • HTML protocol & e-mail applications’ inconsistencies - AOL • Text convenient for those readers that need specific information and don’t care about format ã2003 L-Soft

  19. HTML vs. Text issues Size of message • Larger size for HTML than for text only messages • HTML with embedded images is larger than with referenced images • Slows transmission and download time for dial-up connection users • Recommended maximum size of an e-mail message is 15k-20k to not alert mail watcher software ã2003 L-Soft

  20. HTML vs. Text issues Tracking recipient behavior • HTML allows for tracking open-ups, click-thrus, frequency, date, time, personal data and demographics • Same tracking capabilities available for text messages BUT doesn’t include open-up tracking User reading e-mail online or offline • HTML messages with referenced images, will not display correctly when read off-line • Network firewalls sometimes strip HTML messages that contain links to outside sources ã2003 L-Soft

  21. HTML & Text: Offer two separate mailing lists if possible Provide recipient with alternative at registration HTML only Text-only recipients are not reached Test how message is viewed in different e-mail clients Attach images? Or reference web site? Send multi-part messages Providing alternative for those who cannot read html “Sniffing” technology is not an established e-mail protocol therefore is not reliable Text only Reaches entire audience Cut text at 60 characters Message can be creatively designed and easy to scan Evaluate options ã2003 L-Soft

  22. Recommendations • There is no right or wrong format • Determine internal capacity & needs • It is all about your recipients: survey them about desired format • Consider ISPs’ anti-virus and anti-spam measures – AOL, MSN, Earthlink measures -- which are DYNAMIC • Consider personal anti-spam applications • Test, test, test ã2003 L-Soft

More Related