Email marketing is a tricky business. Perhaps the biggest challenge is to not be considered a spammer, but beyond that, your biggest decision is whether to use text-based, or HTML-based email messages in your campaign.

There's no doubt that an HTML-based email looks better. It can contain graphics or stylized text in multiple, creative fonts, and is certainly more attention-getting than plain text. In the early days, text-based email ads were the norm, but today, almost every recipient of your message will have an HTML-enabled browser and there is no longer any technological barrier to this form of ad.

Most studies indicate that HTML email ads get better results. Yet, not everybody likes them, and they don't always work. The trick here is simplicity. As with any type of ad, it can be overdone with a layout that is too busy. Even if an HTML email contains no graphics at all, it can still be effective, simply because you can vary the font, and more importantly, you can include embedded links that make for more effective click-throughs.

Another useful thing you can do with an HTML email that you can't do with a text email is keep track of how many people actually open your email. A common tactic is to add a non-embedded graphic, which can be as small as a single pixel, in the message. Because it has not been embedded, your server does not deliver the pixel until the message is opened, and your server can then deliver you statistics as to how many times it has been served.

If you are conducting an opt-in campaign, the best option is to create both text and HTML messages. At the point of opt-in, have your customer or potential customer click a box to choose HTML or text. Respecting their choices will go a long way towards earning their respect, as well as their business. But regardless of whether you are creating a text or HTML email ad, keep it simple. Heavy graphics should be avoided, and keep the message itself short. If your message must be pages long, deliver only a short summary in the email, and include a link to the longer text. Don't try to send an entire four-page, HTML-formatted newsletter in an email message. If it's too big, too busy, or too graphics-intensive, your email will be overwhelming, and you will defeat your purpose ahead of time by intimidating your reader with too much material.

Before you send out your HTML mail campaign, be sure to test it. A surprising number of email messages contain broken links or bad graphics. Mail it to yourself first before sending it to your list.

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