Related inks
|
It's Ugly! and Other Reasons Not to Send HTMLby Jessica Albon Have you noticed it too? This sudden change in email newsletters? Lately, newsletters I've gotten for years in plain text format have been switching to HTML. And I don't like it. Not at all. Aside from changing my subscription without my permission (a huge, big-fat no-no, if you're building reader trust), most of these publishers are also making four other errors in judgment in the switch. Ask yourself these five questions so you can avoid making the same mistakes. ...................................... Look at Newsletters in Focus--I design HTML email newsletters, and yet I still let people choose a plain text version if they'd prefer. And many do. (And yes, they still go on to be clients.) ...................................... HTML automatically means a larger file size--don't make readers mad by sending bloated code, too. ...................................... BUT there has to be something that makes the HTML version better for readers, too. If you can't think of a single benefit to the HTML version for your readers, then now's not the time to make the switch. ...................................... Line length needs to be optimal (40-60 characters). Contrast needs to be just right. Fonts need to be large enough (but not too large). If you don't have the budget for a professional designer (yes, I know this is self serving, but it's true), you need to stick with plain text. ...................................... Why? Because their content makes more sense in plain text than HTML. If you write one long (long) article, plain text makes more sense. If you write lots of articles, HTML is a better choice. If you have more than three or four sections, HTML will probably be easier to navigate. For under three sections (including ads, articles, and about us sections), stick with plain text. By asking yourself these five questions before you start an HTML option, you'll have much happier readers, and you'll ensure the extra time and expense make sense for your plans. About the Author Want more tips on newsletter design? Subscribe to Newsletters in Focus for free tips every two weeks on creating wonderful newsletters. Visit http://www.designdoodles.com/free_newsletter.htm to sign up and receive your free copy of "Do You Make These Six Mistakes in Your Company Newsletter?" Catagories:
|