Time to wake up to email HTML standards
April 30, 2008 |
In the mid-'90s, email experts strongly urged, for varied reasons, against using HTML formatting in email marketing messages. But those reasons have largely been made anachronistic by today's technology and the overall evolution of the email channel.
HTML was said to detract from the message, decreasing the functionality of email. However, if you subscribe to any e-newsletters, you know that HTML, especially when it includes images, actually makes messages clearer and easier to understand.
HTML also got a bad reputation for falsely alerting spam filters. Today, however, spam filters are much more sophisticated, taking the sender's reputation into account and looking beyond content.
The argument that HTML emails are larger, implying longer downloads, has also been thrown out the window since high-speed Internet gained popularity.
Get the full story at MarketingProfs.com
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