Is it wise to use HTML in your Emails?

Many online business owners, freelancers and internet marketers use e-mail to communicate with their clients. But many of them never thought about the use of HTML in their e-mails.

Many internet marketers make use of HTML in their e-mails. They insert HTML images and text in those e-mails and they are doing this for a reason. These e-mails look like a web page of their website, with all the features a web page has, such as click-able links, controlled layout and many other useful features.

The internet is filled with free HTML e-mail templates to help the business owner or freelancer in creating their own HTML e-mail or newsletter.

But there is also a downside to the use of HTML e-mail, because many people have the HTML option turned off in their e-mail program. So these clients or potential clients will never see or read these e-mails. This in turn is not very good for your business.

Below you will find a few reasons why it is maybe wise not to use HTML in e-mails or where you (the business owner) should be aware of:

1. E-mail clients
Not every e-mail accounts accept HTML files. Many of them have a spam filter that blocks the HTML e-mails. These spam filters see these e-mails as a potential security threat. A result is that your intended audience may never see the HTML e-mail you’ve send.

2. Larger than plain text
Most HTML e-mails are much larger than plain text messages. Some clients have a slow internet connection or a small in-box. These larger HTML e-mail may burden them, with as a result an unhappy client. And an unhappy client is bad for business.

3. Security Threat
Already mention in number one, but serious enough to mention twice. HTML e-mails can carry bad HTML that is a security threat. Of course, you as a responsible business owner would never send out such an e-mail, but there are people that do. That’s why readers block HTML e-mails. Another threat is that someone edit’s your HTML message and forwarded it to others, which in turn is not good for your reputation and business.

4. Formatting not the same
The look and layout of HTML e-mail may look not the same on different e-mail programs. It depends on your customer’s e-mail settings and system. In a worst case scenario the user will only see the HTML code and not the offer you propose.

5. SPAM or not?
HTML e-mails are often viewed as spam. HTML e-mail has become associated with advertisements and with spam. This is why people block these e-mails or only skim over the e-mail and dismiss them without really reading them.

When to use HTML in e-mail!
Of course, there are some valid uses for HTML e-mails. For instance if people subscribe to newsletters they are often give you an e-mail address that accepts HTML e-mails. But you should never trust on this, also send a plain text version if possible.

Another valid use if the client is requesting it. For instance you can add two options to your opt-in form, one bullet-point for plain-text mails and one for HTML mails and send the version accordingly.

Before we end a little word to the wise; NEVER SPAM, ITS BAD FOR BUSINESS!

What about you? Do you send HTML formatted e-mails? Why, or why not? Let us know by leaving a comment.

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