HTML email has a bad reputation. From what I can see that reputation has been earned from a mixture of bad email creation and Web Designers rolling their eyes whenever it is mentioned. However, I am here to say that I think html email done well can be a great thing.
Before dismissing it out of hand I’d like you to consider the following fact:
If email was a country, its 1.4 billion users would make it the largest country in the world. Bigger that the populations of the USA and the EU combined. Bigger, in fact, than China.
Can you really afford to ignore that? Sure, some email gets deleted unopened, some stuck in spam filters and some email might result in a customer removing themselves from your mailing list. However, by mailing your customer base directly, you are speaking to someone who is constantly checking email.
According to the Office for National Statistics 30.1 million adults in the UK accessed the internet every day in 2010. Undoubtedly you cannot ignore ever-evolving technologies, including social media and search engines, but with the number of email users on the rise you cannot escape the fact that email communication isn’t going away.
Embrace this cost effective way of communicating with your customer base or end user and see what happens.
