Curiously, there is still a lot of debate regarding the use of HTML in Email campaigns; curious mostly because, for a marketing professional, the ability to embed and use multimedia to accentuate the marketing message, seems like a default. However, there are a small number of antagonists to this medium of online marketing stating that it either contributes to the SPAM value of a campaign or that, at end of the day, it is the text that matters.

Both arguments are quite valid in their own right and the detractors also seem to have a point when they say that email campaign software is advanced enough to give the marketer the ability to send just the right messages to the prospect. At the end of the day, the compromise solution lies in the use of HTML in a campaign newsletter with content that requires support from multimedia.

This is quite simple but then when using a medium like multimedia, there are other problems that come to the fore. One of the biggest is the settings inbuilt into most email clients. Many of these do not allow the download of multimedia components from the internet unless the setting is purposely changed on receipt of the email. Perhaps then the use of plain text is the answer yet again.

Email campaigns coupled with Email campaign software over the years have evolved quite a bit because of the use of HTML. However, the need to code in HTML messages also proves to be their undoing. HTML messages allow for different fonts, indentations, text placement and the embedding of images. All of these wonderful advantages are possible by the use of HTML coding. However, getting it absolutely correct in terms of design is a time-consuming and arduous process. The design process could involve multiple revisions and test cycles on various email clients to ensure that the newsletter or advertisement is in the absolutely ideal format for the marketer. Therefore, many man hours could end up being used in the process of designing an HTML message only for the message to end up not showing because of the email client configuration or only displaying strings of code.

Plain text messages, on the other hand, follow the defaults and face no problems from the email client configuration. However, as can be ascertained, these are not a very customer-friendly medium of dissemination and at best can be used as an altering mechanism rather than as a newsletter. The final word on the use of either format in email campaigns is that HTML is the way to go.

With the advent of email campaign software, this only re-emphasizes this need. It will probably be some time; however, until the coding and technical issues are completely sorted out. The additional problem that is yet to be addressed is how mail clients on handheld devices handle these messages - yet another complication that awaits a solution.


About the Author

Jamie Colbs is a html email newsletter templates best practices activist advocate for Benchmark Email , a leading Web and permission-based email marketing service.

Author Links Business URL: Html Email Newsletter Templates - Benchmark Email