HTML Email Campaigns: Are They Really That Effective?
Many are saying that a picture is worth a thousand words. Not really according to some who believe HTML email campaigns are just a waste of valuable virtual real estate. Others disagree, saying that once the initial hurdles are overcome, this method is just as effective as any well-thought-out marketing campaign. The argument lies in the format and the medium used. The medium is email, while the format is generally text-based.
An image of, say, a laptop is not going to be very effective for a potential buyer unless there is an accompanying description of its specifications or salient features. An image placed in an email should be HTML encoded, especially when linking to a particular website. Many email clients, by default, do not show images unless the user wants to see them by activating an option. If it’s not coded correctly, it will show up as garbage to the uninitiated. Precisely because it is encrypted, many people are afraid to open it.
Email campaigns to be effective must overcome this technical obstruction. After all, 50% of the goal is achieved when the email is opened. And like any marketing relationship, it becomes most effective when the recipient grants permission through various means, such as subscribing to a list.
Another big problem for HTML email campaigns is that an email design made in one format may not appear as expected when the campaign is sent to subscribers. The layout may appear misaligned, change fonts, or appear too difficult to read. This technical difficulty is actually very frustrating for many marketers. The solution lies in continuous testing of what design will be supported, easily seen by all, and prompted by consumers to take favorable action.
Critics of these types of email campaigns agree, to their dismay, that HTML email campaigns are gaining in popularity and are here for a long time. These web page snapshots that reach inboxes easily catch the eye once implemented correctly. Click-through rates are higher when pictures or images are placed instead of boring text.
However, for HTML email campaigns to be effective, quality content is a must. There should be a proper balance of images and text. Keep codes simple and precise and as soon as changes are made, testing and re-evaluation should be done to ensure you reach your target market and get the desired action.