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2003 LSoft

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2003 LSoft – PowerPoint PPT presentation

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Title: 2003 LSoft


1
HTML vs. TEXT
  • DC Web Women
  • Blacklists, Whitelists and Read All Over
  • June 17, 2003
  • Gabriela Linares
  • VP Marketing

2
Industry Research Study 1Source Survey of
E-Mail Format Preferences and Programs, Dr. Ralph
F. Wilson, April 2003 - N954
3
Industry Research Study 1Source Survey of
E-Mail Format Preferences and Programs, Dr. Ralph
F. Wilson, April 2003 - N954
HTML Readability Today
4
Industry Research Study 1Source Survey of
E-Mail Format Preferences and Programs, Dr. Ralph
F. Wilson, April 2003 - N954
  • E-Mail Client Program
  • Casual users
  • Business users
  • AOL users 92 of users studied used version 6.0
    and higher and could read HTML e-mail

5
Industry Research Study 1Source Survey of
E-Mail Format Preferences and Programs, Dr. Ralph
F. Wilson, April 2003 - N954
6
Industry Research Study 1Source Survey of
E-Mail Format Preferences and Programs, Dr. Ralph
F. Wilson, April 2003 - N954
Plain Text Preference
7
(No Transcript)
8
Industry Research Study 1Source Survey of
E-Mail Format Preferences and Programs, Dr. Ralph
F. Wilson, April 2003 - N954
  • Reasons for HTML preference
  • Readability (78)
  • Attractive display (68)
  • Ease of scanning (64)
  • Overall design (64)
  • Reasons for text preference
  • Readability (73)
  • Security from viruses (68)
  • Ease of saving for future use (63)
  • Ease of scanning (61)
  • Download speed (54)

9
Poll on HTML vs. Text preference - 2 Readers of
Splash and E-zine Tips, N600, February 2003
10
Poll on HTML vs. Text preference - 2 Readers of
Splash and E-zine Tips, N600, February 2003
  • Reasons for preferring text
  • Can't read HTML 6
  • Just want the meat without the distractions 32
  • Like to read offline 15
  • Ads are more intrusive in HTML 22
  • Slow to download 14
  • Other 11
  • Reasons for preferring HTML
  • HTML email can be laid out more effectively 28
  • Color can be used 24
  • Images can be included 21   
  • Ads can be more effective in HTML 20   

11
Preferred e-mail advertisement formats worldwide,
Q1 2002- 3Source Opt-In News, May 2002
12
Use of anti-spam filters - 3aSource Opt-In
News, May 2002
  • (21) of consumers use a Spam filter within their
    email messaging programs.
  • (52) do not use this type of service and
  • (27) are uncertain if they are using a filter
    feature

13
Response rates per format- 4Source IMT
Strategies, Sept. 2001
14
Other Industry Research 5Source Debbie Weil,
WordBiz Report, N300, May 2003
  • One-third publish HTML only
  • Text-only subscribers are typically less than 50
    of list recipients
  • 70 survey respondents prefer HTML

15
Best practices is a moving target- 6Source
Jupiter Media Metrix, May 2002
  • Best practices for campaigns are a moving target,
    depending on campaign objective.
  • There is no one best practice for these factors.
    Only with testing can an e-mail campaign be fully
    optimized
  • Audience segmentation, message content and e-mail
    format should be tested prior to rolling out any
    campaign

16
Anti-Spam filtersSpam report from the anti-spam
filter product Spam Assassin
  • HTML_FONT_COLOR_RED (0.1 points) BODY HTML font
    color is red
  • HTML_MESSAGE (0.0 points) BODY HTML
    included in message
  • HTML_LINK_CLICK_CAPS (1.1 points) BODY HTML
    link text says "CLICK"
  • HTML_FONT_BIG (0.3 points) BODY FONT Size
    2 and up or 3 and up
  • LINES_OF_YELLING (0.0 points) BODY A WHOLE
    LINE OF YELLING DETECTED
  • HTML_LINK_CLICK_HERE (0.1 points) BODY HTML
    link text says "click here"
  • HTML_FONT_COLOR_GRAY (0.1 points) BODY HTML
    font color is gray
  • HTML_FONT_COLOR_YELLOW (0.0 points) BODY HTML
    font color is yellow

17
HTML vs. Text issues
  • Attachments blocked by Anti-Spam Anti-Virus
    filters
  • Embedded images are attachments
  • Referencing images from web site does not include
    attachments
  • A Multi-Part message may include attachments
  • Multipart/Alternative doesnt have attachment
  • Multipart/Mixed has an attachment
  • Multipart/related has an attachment

18
HTML vs. Text issues
  • Design preferences
  • Both formats are visually appealing to different
    groups
  • Both formats are easier to scan according to
    different groups
  • Format depends on companys image personality
  • HTML protocol e-mail applications
    inconsistencies - AOL
  • Text convenient for those readers that need
    specific information and dont care about format

19
HTML vs. Text issues
  • Size of message
  • Larger size for HTML than for text only messages
  • HTML with embedded images is larger than with
    referenced images
  • Slows transmission and download time for dial-up
    connection users
  • Recommended maximum size of an e-mail message is
    15k-20k to not alert mail watcher software

20
HTML vs. Text issues
  • Tracking recipient behavior
  • HTML allows for tracking open-ups, click-thrus,
    frequency, date, time, personal data and
    demographics
  • Same tracking capabilities available for text
    messages BUT doesnt include open-up tracking
  • User reading e-mail online or offline
  • HTML messages with referenced images, will not
    display correctly when read off-line
  • Network firewalls sometimes strip HTML messages
    that contain links to outside sources

21
Evaluate options
  • HTML Text
  • Offer two separate mailing lists if possible
  • Provide recipient with alternative at
    registration
  • HTML only
  • Text-only recipients are not reached
  • Test how message is viewed in different e-mail
    clients
  • Attach images? Or reference web site?
  • Send multi-part messages
  • Providing alternative for those who cannot read
    html
  • Sniffing technology is not an established
    e-mail protocol therefore is not reliable
  • Text only
  • Reaches entire audience
  • Cut text at 60 characters
  • Message can be creatively designed and easy to
    scan

22
Recommendations
  • There is no right or wrong format
  • Determine internal capacity needs
  • It is all about your recipients survey them
    about desired format
  • Consider ISPs anti-virus and anti-spam measures
    AOL, MSN, Earthlink measures -- which are
    DYNAMIC
  • Consider personal anti-spam applications
  • Test, test, test
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