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(Surprising) results of text vs. HTML
survey
A quick correction
to last
issue's article about the number of text vs. HTML
subscribers to WordBiz Report. About one in 10 new
subscribers opts for a plain-text version. (Not 25
percent.)
Nearly 300 readers responded to our survey on preferences
for text vs. HTML e-newsletters. Here's what they
said:
Close to one-third publish in HTML only
Of those currently publishing an e-newsletter, 30
percent offer new subscribers a choice of HTML or
text. Twenty-seven percent publish in HTML only (i.e.
no choice). And 21 percent publish in plain-text only
(again, no choice for readers).
Text-only subscribers
are typically less than 50 percent
Publishers who offer the choice of HTML or text report
a wide range in the number of subscribers who opt
for plain-text. On average, it's well below 50 percent.
Those whose lists are 70 percent texties or higher
cite reasons such as: "My information is very
specific; readers don't care about format" or
"I publish primarily for a European audience."
70 percent opt for HTML themselves
Despite offering a mix of options to their subscribers,
a solid 70 percent of those responding to the survey
said they choose HTML when they sign up for an e-newsletter.
Twenty-one percent opt for plain text. The rest say,
"it depends."
What's
my take on these numbers?
Nearly one-third of e-newsletter publishers appear
to be bending over backwards to offer a complete plain-text
version of their publication to a minority of text
subscribers. Is this really necessary?
Take
our (free) content and run
It's as if they're saying to their texties, "Here's
our content; go off and enjoy it when you're not online.
We don't need to know what you click on. We don't
care about the interactivity that HTML offers. We
know all about the measurability of email marketing
but we'll just ignore it."
Yet this same group by far prefers to read in HTML
("easier to read and navigate," "visually
more interesting," "why not?!")
You
should still send a text message with a link
Let me stress that I do not advocate eliminating all
plain-text communication to readers. Sending a text
message with a link to the Web version of your newsletter
is easy to do. And it's the right thing to do for
those subscribers who don't want to receive bulkier
HTML messages in their inbox.
Care
to comment?
Two book winners from last issue's giveaway
Congrats to the winners
of a copy of Seth Godin's "The
Big Red Fez: How to Make Any Web Site Better."
-
Jeff Biesman, Sony Pictures Digital, Culver City,
California
- Hans
Christian Bothmann, SAS Institute, Heidelberg, GERMANY
WordBiz E-newsletter Seminar was a sellout
I'm
delighted to report that the first WordBiz E-newsletter
Seminar on May 21, 2003 was a great success. The
seminar covered low-cost ways to grow your list; effective
HTML layout and design; interpreting your open rate
stats; creating killer content that generates leads
and more. A few comments from attendees:
"Excellent workbook as well as
excellent presentation"
"The
format was great...
Great job staying on schedule"
"Outstanding... more than met my expectations.
A bargain at twice the price!"
"Excellent tips and resources"
Look for the 150-plus page seminar book plus audiotape
for sale in the WordBiz
store in June. The book will include an edited
transcript along with the handouts packed with screen
shots and specific tips. Let
me know if you want to be notified when the book
+ audio are ready.
Coming June 11: special issue on blogging
Attention
advertisers: contact
me about space in the June 11 & June 25 issues
I've
got a special issue on "blogging for business"
in the works. What's that, you say? I'll explain how
blogs work, what they mean to marketers and how blogging
may supplant email marketing.
If you've got special expertise in blogs or in RSS
feeds, drop
me a note. If you're an advertiser with a blog-related
product or service and you're looking for exposure
to an eager, information-hungry audience, contact
me.
Yours
in the business of words online,
+1 202.333.2022 land
P.S. Don't forget to update your
User Profile and download a free PDF report.
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