The results of a recent survey showed that people preferred HTML email marketing messages and newsletters because...

28%- HTML email newsletters accomplish a more effective layout

24%- Color can be used in the email newsletter

21% - Images can be included in the email newsletter

20%- Ads can be more effective in HTML email than text email

In the "other" reasons, people brought up the fact that embedded links are more effective in HTML email for two reasons: 1) they can be hidden behind the text and are therefore less intrusive, and 2) links can be shorter avoiding the "zillions of characters long" link problem that affects many text-based mailings.

They also mentioned that text could not accomplish all that HTML email marketing can, such as the ability to embed forms into the email.

Clearly, the benefits of HTML email are how layout, color, and images can affect the reader's ability to process and enjoy the content WHEN IT IS DONE WELL. However, the people, who preferred the plain text emails, were also clear - don't distract me with too much chaotic layout, color and images or worse yet - missing graphics or broken links.

So, what does this mean? Why doesn’t everyone prefer HTML email marketing?

There are two possibilities. One possibility is overall, HTML emails poorly implement the use of color, layout and image obscuring readability, encouraging more people to prefer plain text. A second possibility is that some people absorb information differently than others and if they receive an optimized HTML email, will still prefer plain text emails.

Either way, there are a few lessons to gather from this survey.

1. Give your readers a choice of HTML email or text

I thought it was most interesting that people were split almost down the middle in their choice of HTML vs. text. This sends a clear message. There is no obvious winner so your best bet is to create two versions (or more to compensate for email client variations) of your email and allow the recipient to specify which one he or she wants.

Good email marketing software programs (like SuccessMail) allow you to do both - first give your readers the choice, and if a choice is not specified, then send multi-part.

2. If you are sending HTML emails

a. Think simple. I believe it is human nature to try to do more. More color, more images, or more layout blocks are not necessarily better. Think simple when creating your HTML design. Decide what the most important part of your message is and design all other elements around it, but make sure the main message stands out.

Ask someone to look quickly at your email and tell you without thinking about it which part of the email grabs their attention first - if it’s not the most important part, go back and try again.

b. Don't forget about mobile readers. Even if someone has picked HTML because he or she normally read their email at their desk, they may also periodically read it on a mobile device. The problem is that you won't know when they do. If you can, see what your HTML email looks like when viewed on a mobile device like a Blackberry or a Palm. Consider minimizing the HTML tags at the top of your email, or use a multi-part format.

c. Test, Test, Test. Sadly, HTML is not yet a truly universal format. Your layout may look perfect on your own reader, but less than perfect on others. At the very least, set up a few free email accounts and test your campaign before sending it. This is especially true if you are embedding forms or using other advanced HTML techniques. A recent study showed that almost half of the email messages sent did not display properly because they had missing graphics or broken code.

3. In your Plain Text emails... You can make text look good. The more people you have who choose plain text emails, the more time you should spend on your plain text version. If a significant percentage of your audience is choosing plain text, take the time to do it well. Your layout options are limited - you can't change colors or fonts when you use text, but you can use interesting spacing and characters to create an illusion of a more sophisticated layout.

The bottom line is that you CAN take the best of each format and merge them into your email marketing. Remember it's all about your audience. Think of them as you create your email marketing messages - keep things simple and clear. Before you send an email message, ask someone what they think, and don't forget to test, test, test.