Newsletter format: in HTML or TXT?

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Frequently, surveys related to the HTML or TXT problem circulate without ever providing the answer to a question which nevertheless seems to me to be essential: What are the reasons which influence readers to choose between one format or another? A recent survey identified a number of interesting reasons. A panel of 600 newsletter readers from a company were surveyed, most of them marketing professionals as well as managers or executives of SMEs. They were asked not only which format they preferred, but also why! 55% of them said they preferred the html format and 45% the txt format.

This result seemed surprising to me at first. Knowing that more than 90% of them can read a newsletter in html format without compatibility or other problems. So why choose a visually boring page when the html format can make reading azerbaijan phone number data much more pleasant? I have often been surprised that there could be questions about… We asked our respondents who preferred a txt version to choose from a list of reasons. Here is the result: Unable to read html 6% Only interested in the content and don't want to be distracted 32% Prefer to read simple printable documents 15% Ads are more invasive in html 22% Too slow to download 14% Others 11% It emerges from this study that the most popular reason for choosing txt format is the desire of many to be able to focus only on the content, on what interests them above all.

In contrast, newsletters in html format are often full of very visible advertising inserts (in essence..) It is worth remembering that the content was also the initial reason that pushed them to register. This first survey result raises the question of the invasive place of advertising in email campaigns. It seems that a fair dosage is absolutely necessary… Think of the implication that this would have for you if all your customers switched from an html version to a txt version… You would lose all the benefits of your advertising campaigns and advertising banners. What is also interesting is to see that 11% of voters cited "others" as a reason and took the time to specify which ones: Txt format takes up 28% less memory space in the email box Fear of viruses 22% Faster and easier to read 13% Txt format is more stable in terms of format.

No worries about transferring to another email 9% Txt format is easier to copy, or save to a regular txt file 7% Text is less impersonal 6% Miscellaneous 9% As for the larger weight of HTML files, it is certain that the increasing number of proposals for newsletter subscriptions will only quickly saturate the email boxes of your subscribers. You will quickly notice that the number of emails returned due to full boxes will constantly increase. Finally, our study shows that subscribers are mostly interested in content above all. If you opt for an HTML solution, avoid drowning your text or offers in a flood of banners and advertising inserts.