Five Ways to Take Your Email Marketing from Good to Great - The HTML...
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The HTML / Plain Text Myth
Most people think you can only send your email newsletters out in one of two formats: HTML or Plain Text. With HTML you can include pictures, colors, and text enhancements and with Plain Text your emails only include, well, plain old text. Your recipients email program will only display one or the other. So which format do you choose?
If you use HTML, the people on your list who can only see plain text will not be able to see your emails. If you send out plain text everyone will see your emails, but you will lose out on the benefits of HTML like colors, pictures, and text enhancements. Choosing which format to use is a big dilemma for most email marketers starting out.
Professional email marketers understand that there's a third option called Multipart which sends your emails out in both HTML and Plain Text formats. With Multipart, you send one email with both the HTML and the plain text in it, and your recipients email program will choose which format to display.
So how do you send your emails out in Multipart? Well if you're trying to send your emails out with your day-to-day email program you're out of luck. Most regular email programs like Outlook, Yahoo, GMail, etc. do not allow you to send Multipart emails. To send Multipart, you need a more sophisticated system. I use what's called an Application Service Provider which I talk more about in my 10 Critical Marketing Strategies of the Rich video.
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