They say that a picture says a thousand words. Not really according to some who believe that HTML Email campaigns are just a waste of valuable disk space. Others disagree though and argue that once you pass thru the initial obstacles, this method is just as effective as any well thought off marketing campaign.

The argument lies in the format and the medium being used. The medium is email; format is generally text-based.

A photo of, let’s say, a laptop computer will not be as attractive to a potential buyer unless there is an accompanying description on its salient features or specifications. An image placed on an email needs to be coded in HTML especially if linked to a particular site. Most email, by default, do not show images unless the recipient wishes to view it by pressing a button. If not properly coded, it will appear as some sort of gibberish to the uninitiated. Precisely because it appears in a code, some people have second thoughts when opening it.

Email campaigns to be effective should hurdle that initial obstacle. After all, half the battle is won when the message is opened. And like any marketing relationship, it is further enhanced when permission is granted by the recipient thru various means such as subscription to their list.

Another major problem for HTML Email campaigns is that a design painstakingly done in one format may not necessarily appear the same when the campaign is blasted to subscribers. Lay out may appear skewed, fonts changed or seem to be too difficult to read. This is rather frustrating. The solution lies in constant testing on what design will be acceptable, can be easily viewed by all and one that will sway consumers to favorable action

Critics of such type of email campaigns however agree, much to their disappointment, that HTML email campaigns are slowly gaining popularity and are really here to stay.

These website replicas that find their way to inboxes easily catches the eye once properly done. Click rates are higher when graphics or photos are placed rather than some boring text.

However, for HTML email campaigns to be effective, content should be a priority. There must be a proper balance of images and text. Codes placed must be simple and accurate and the minute changes are made, tests and re-tests should be conducted to make sure that it reaches their target market and elicit the proper response.

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