If you’ve decided to do an email newsletter, will you send it in HTML (HyperText Markup Language–the kind that looks pretty and shows your pictures) or plain text (just like it sounds)?
This is a dilemma. On the one hand, plain text can be read by everyone and is less likely to be targeted as spam. On the other hand, it just doesn’t look as handsome. Nor can it feature your images.
There is a third alternative, which is to send it in plain text and post it on your Web site in HTML. This is how I used to do my newsletter. I have to say, however, that my sales increased when I began sending it in HTML. I also received a lot of compliments from subscribers. I think some people expect all of the bells and whistles that go along with the Internet.
Whatever you do, don’t ever send your newsletter as an attached jpeg. These are annoying and can be quite large. Moreover, if the recipient wants to copy some text for his or her calendar, they can’t do it. I’m constantly copying and pasting into my Entourage calendar. I also tend to dislike PDF files that I have to open and read. I lose too much time. Show me. Show me now!
Next week’s Art Marketing Action newsletter will contain resources for sending newsletters in HTML. Stay tuned.