HTML email versus PLAIN TEXT email - eCommerce Site

[fulleffect]

Hi Everyone,

I am thinking about changing the way emails are sent out from our online shop. Currently they are in plain text format, but i would like them to be in HTML format with a our company design & logo etc. Similar to how WPW emails are sent out.

But i wanted to get everyone's views on this, is it better to play it safe and keep them plain text so there are no issues with email clients viewing them.

Or should i go against the minority and put them in HTML format.........same as companies such as eBay, paypal, eBuyer, msn, etc etc

I know Microsoft Outlook 2007 automatically turns off the display of images from HTML emails, and you have to accept them before you can view them, which is good for anti-spam, however, not so good for my decission on html emails.



Thanks
Daz

[claybutler]

There's no way around it, html emails can render funny. There are so many variables. However, I think the trade off is worth it. The majority of users will see it pretty close as to how you intended it. The rest will have differing levels of glitches depending on their image and CSS support. If you stick to old fashioned tables and embedded font tags it seems to increase the chances of it rendering properly from my experience. However, even if it comes out all wrong your text and hyperlinks will still be displayed so at least they can read and do something.

You can also prove text only versions with the HTML version as well.

[ran_dizolph]

I'd agree with sending multi-type emails...one HTML for those with it enabled, and another with plaintext for those that don't.

claybutler is also correct in that emails will almost always be rendered a bit differently in various emails clients. Test in as many different email environments as you can.

A couple of HTML email tips:

- Include your CSS IN the HTML header itself, not linked.
- Hard link all images from your websites full URL (i.e. http://www.whatever.com/images/emailheader.gif)
- Use tables:
I am an advocate of getting OFF table-based design, but HTML emails seems to be an exception. They just seem to hold together better.
- Use white as a background colour and dark text.

That's about all i can think of for now. Hope this helps.

[leftinc]

I would try out the HTML version. The reason that the big companies you mention send out HTML versions is because they work for them. If eBay figured out that text messages got a better response, all of the email you get from them would be text. These guys test every possible variable and go with what works.

Of course, what works for some doesn't guarantee that it will work for you. So I would test it out on your audience. The next time you send out an email, split the audience file in half and send HTML to one and text to the other and see which one results in the most number of purchases (if that is your objective) and not only the number of clicks.

This only works if your sample size if big enough to make valid comparisons. So if your audience file is small, do the split test for a few emails until your sample is big enough.

[office7]

We have the best of both worlds; html and text in the same email. This is done by using a multi-part format. Our email newsletter service provider, iContact, works the magic in the code they generate. Somewhere at the top of the message they put:

Content-Type: multipart/alternative;
boundary="???????"

and do some other stuff. We produce the email in both html and text versions. The email client renders html if the client is set to read html, and renders text otherwise.

Les Allan
Director
Business Performance Pty Ltd
www.businessperform.com

[Web-Design-Guy]

Contrary to a post above, for best results all styles should be inline.

When you've finished your design you can test in approx 20 desktop/webmail/mobile clients here ($5 per test but it's well worth it):

Email Newsletter Software for Web Designers - Campaign Monitor

If you wanna do your own testing fine. Then I suggest using this excellent free tool to put all styles inline:

Premailer — preflight for HTML e-mail — dunae.ca

Much more info here:

http://www.email-standards.org

[chrisJumbo]

One suggestion is to use a well-known service for the distribution. We've had success with Aweber so far. Quality services have opt-in procedures and are less likely to have the HTML blocked.

When we send it our selves, many of the receiptients never received it.

I also put the HTML version on our web-server and the put a link to at the top of the message. That way, if it does come through jumbled up there is a quick for them to get to the formatted version.

[datetopia]

Images and generally load of external content is blocked by most used email readers (outlook). Images should be used only if necessary as many users will not be able to view these without some additional clicks.

[Dubbya]

Multipart messages are probably a good idea.

You're always going to have customers who complain no matter what format the messages are sent in. Text-based messages are supported in any email client but HTML messages do offer a better user experience when done properly.

As has already been mentioned, there are software packages that'll generate the code you need. All you have to do is compile your text-based and HTML messages, paste in the code and let the software take care of the rest.

Good luck.

[jannmirch]

I am working on just this type of project. I have a client who will be sending regular emails to CEOs of major corporations and needless to say, the emails will need to look professional.

He actually turned me onto MailChimp which has an "inbox inspection" that shows screen shots of your HTML email in a wide variety of email clients.

they allow you to send a multi-part email so you can send HTML to those who will/can accept it and a plain text version to those who don't/won't.

They also have a great "how-to" on formatting html emails. Like don't include your CSS in the header. In-line is best since many web-based email clients will strip the headers.

Anyway, definitely worth the effort to offer the HTML & plain text.