Let us start by explaining the three types of e-mail messages that people send. First, there is text e-mail. A message sent in text can be read by any e-mail client and uses a basic font and font size. While this may be fine for a business correspondence, it really doesn’t do a good job of highlighting your message. Also, as an advertisement, its appearance is not particularly professional. In direct mail terms, that is like sending out a black and white pamphlet on copy paper, vs. a full color self-mailer on 100# gloss book.
Alternatively, there is HTML e-mails. HTML allows for bold design as well as customizations inside the marketing message itself. The main problem with HTML is the complexity in creating a document with it. Someone with HTML knowledge will be needed to code the design and then the e-mail message will have to be tested using the main e-mail clients (AOL, Google, Yahoo, Microsoft, etc.), since each of these read HTML a bit differently. Other guidelines should be followed when using HTML, such as using alt tags for graphics and making sure the text aspects of the message are not filled with words SPAM filters look for. While the flexibility of HTML will always make it a popular choice among a company doing a large-scale e-mail campaign, it may not make sense for everyone.
Finally there are e-mail billboards. These are e-mails that appear as one graphic message. You may find a larger percentage of e-mails nowadays that come like this. They are easy to design and the message always looks the same, no matter where it is being viewed. Like other e-mail options, there are trade-offs. You cannot customize an e-mail with personalized information and you will not be able to make a specific spot in the e-mail clickable (the whole e-mail needs to be clickable), but in terms of simplicity, it cannot be beat.
"Keep in mind that before simply converting a postcard or self-mailer to an image, we fine tune it to make it e-mail friendly."
We Understand... The Facts
1. People have less time to read e-mail than direct mail.
2. What your recipients sees is what they get.
3. The internet is consumed one message at a time in frenetic fashion.
Together we will decide which e-mail is best for the message you want "to get out there".
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