When we prepare our e-campaigns, HTML emails are always one of the channels we use for inviting physicians. There are certainly pros and cons, but the advantages dominate. Not only that a nicely designed email in HTML format can be pleasing the eye of the addressees, but it also enhances corporate, brand or product identity.
Furthermore, it is the “present-day” thing! Just think about the last few subscriptions you’ve done for an e-newsletter. How many of them were delivered to you in a plain text style? Answering myself – NONE. I also have to say that I like the variety, the look&feel, which is typical for each and every e-newsletter provider.
However, the preferences and expectations of all of us differ. What I like, you may dislike. Therefore it is clear that email in HTML format may not work for everyone. You should always have the chance to choose what email format you prefer … and … to have this chance, what would you choose?
Sometimes, simple differences such as using a company logo vs. using a brand logo can result in double digit difference in the e-mail response rate. Also some optimal size of the e-mail should always be maintained and the wording of your subject line carefully thought through. All these little things can contribute to first, your e-mail not being trapped by the recipient’s spam filter and second, the recipient’s willingness to actually open the e-mail and read it.
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