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DATADOG INTERACTIVE UPDATE 02.2007

Hi,

Since the beginning of email marketing, the industry has been in heated debate about which is more effective: a graphic HTML email or a plain text message.

If you understand email marketing well, you know that both html and text-only messages each have their place.

The answer lies within the objective of the message. A singular picture, like the one to your right, can have eye-popping impact on recipients, especially when it’s highly relevant. For example, a sunny beach might be just the thing to grab your attention when there’s 8 inches of snow on the ground.

Illustrate the message and it instantly becomes more memorable.
Is that beach photo torturing you?

On the other hand, text-only messages like the one to the right can generate a very strong response rate. With the right components, a simple text-only email (with no images) gives the appearance it is a personal, one-to-one message.

Readers believe that you, the sender, took the time to write them a personal note. This often inspires people to respond, almost as if they feel guilty if they don’t. They literally have no idea the message was a mass mailing. This type of message works excellent with subject lines such as:

• Thanks for coming to the tradeshow today
• Hope to see you tonight at the event
• This new product made me think of you

In the end, neither an html nor a text-only message is better than the other; each has its benefits. Before sending your next email deployment, consider which method will work best to accomplish your goals.

Talk with you soon,

Johnathan Crawford