Revisiting Txt vs. HTML Ads

I posted about this sometime ago on the WickedFire.com forum.

Hope this is of value, which one do you use?

Advantages of text advertisements
-Universally accepted by all ISPs. All the users programs will be able to read.
-Straight to the point. The user doesn’t have to search through all the graphics to find where the link is.
-Less spamassassin points. Typically txt messages get less points than HTML with all things being equal.

Disadvantages of text advertisements
-Can be visually boring to look at and turn some users off.
-The mailing link will not be hyperlinked with some ISPs like AOL. The user will have to copy and paste the link into the browser to actually view.
-Can’t think of anymore. The first one is a big disadvantage.

Advantages of HTML ads.
-Wide range of creativity in the message. Add pictures, colors, different fonts. The advertisement is visually appealing.
-Track the number of people who opened their email. Most email delivery platforms can keep track of who actually opened and viewed your advertisement. This allows you to clean up your list and see who in any given month is actually responding to your emails
-Shorten up your link. Pictures can be clicked on and you can hyperlink.

Disadvantages of HTML ads
-Not all ISP platforms will accept HTML messages. While most major ones do, a txt message is also needed for those who cannot view HTML.
-Deliverability issues. Users will block themselves from receiving attachments and images. Viruses and worms can be in those messages.

So which one to use? it really depends on your data and the advertisments your mailing. Test both out and see which one converts better. If your having deliverability issues, go with the txt version. If you can get through ok, play around with HTML and add some images to give the user something of value.

I myself mostly go with txt ads only because my deliverability isnt the greatest at the moment. I’m using my own mailing client at the moment. I know that constant contact and aweber are very good solutions for email marketers and are whitelisted with major ISPs. Im not sure about constant contact, but I know with Aweber you have to send out a confirmation email to your email list before mailing.

It’s been a little over a year since I posted that. Things change quickly in this industry. In revisiting this post there are a few things that stick out for me.

1. Spamassassin is becoming more and more obsolete. Spamassassin used to be the gold standard for email filtering. ISPs relied on spamassassin to catch content based spammish words like xxx, free, no obligation, and pre-approved. Spamassassin did a good job of filtering spam based on a points system. However, ISPs became better at regulating spam from their own networks as well. As we move into a reputation based world, less ISPs are filtering mail based on content. ISP’s will allow word’s like free, click here now, refinance today, etc as long as you display good deliverability, few complaints, and operate within the ISP mail limits. Spamassassin still provides a good service to some of the smaller General Internet domains and might carve out a niche providing service to small businesses, however their reign as the most reliable anti-spam service is over.

2. HTML isn’t perfect but it’s my choice for sending out newsletter campaigns. Outlook and just about all of the major ISPs auto-block images these days. Unless your software hasn’t been updated since Y2k, just about all ISPs and email providers accept HTML. The reason I prefer HTML over text ads these days is because there is a limited amount of display options I can use. Alot of users will automatically assume you are spamming them if there is only txt in the email. With HTML I can display graphs, charts, images, pictures, and really liven up the email. ISPs are doing a much better job of not blocking my HTML messages.

While sending text based messages will always deliver faster than HTML messages, higher speed can have a negative affect on deliverability. Email networks and servers continue to get technologically better on a daily basis. Even if you do operate a list in the millions, it won’t make much of a difference in speed sending out text as compared to HTML. In other words, stick with HTML because there arent really big enough benefits to justify switching over to text.

Anyways, who knows, maybe a year from now I completly change my mind again. The point is email marketing changes at warp speed. Keeping up with ISP changes is a full time job in itself. As of now, HTML advertisements are the marketers weapon of choice.

Filed under: Email Marketing History

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