Years ago, when email was just emerging as the incredible
marketing tool it is today, everything was done in plain text.
Since not everyone uses the same email program, and not all of
them are compatible with the others, messages often ended up
looking like nothing but jumbled pieces of nonsense. Besides
that, they were boring.

Thus, Internet marketers were forced to find a way to spiff up
their email messages to make them grab attention. Luckily, HTML
was there to provide a solution.

Studies show that marketing emails sent in HTML format get much
better response rates and far fewer unsubscribes than those sent
in plain text. The reasons for this are many, but perhaps the
biggest reason can be summed up this way: HTML messages look
cooler!

The great thing about HTML is that all your recipients will be
able to see it. The problem is that you can't always predict
just how it will look. Users with older or outdated email
programs will likely see the message as text, and some will even
see all that ugly HTML coding. Those using newer versions of
Outlook or Outlook Express, Eudora, or Netscape Communicator will
likely see the HTML as it was intended... at least partially.

The only way to ensure that your HTML messages are seen the way
you designed them is to format the text/plain and HTML materials
separately from one another, and have the appropriate version of
the message displayed for the recipient. This way, those who
have HTML enabled email programs (which most people do these
days) can see your message exactly how you planned. Similarly,
even those whose email programs do not allow for HTML will be
able to read your message loud and clear.

As you know, email is one of the most effective marketing tools
available today, but just like anything else, it must be done
correctly. A jumbled, unreadable message will only turn would-be
customers away, which not only hurts your bottom line, but can
damage your credibility. In this day and age, you must ensure
that your marketing message is accessible to everyone.

You may be surprised to find out that of all the bulk email
management programs available, very few allow you to format text
and HTML separately, thus making your message universal. One
program in particular, called Broadc@st, not only offers
this cutting-edge capability, but also provides several list
management and marketing tools. For more information on
Broadc@st HTML, and how you can download a free, fully-functional
10-day trial, see http://www.mailworkz.com

Karen Fegarty is co-founder of MailWorkZ. MailWorkZ is the
producer of innovative e-marketing tools including Broadc@st,
a leading email/bulk email marketing software tool.
http://www.mailworkz.com