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What email template do you use for your lists?

by MrWonton
5 replies
Hey guys, I'm relatively new to the world of list building, but I am working on it, slowly but surely.

My lists aren't big enough (yet) to gain any clear results from split testing, so I was wondering whether there was a 'best practice' with regards to email appearance.

Is a classic plain text format best for CTR, or do people do well with fancy HTML templates?

I would love some insights if anyone has any experiences to share.

Cheers
#email #lists #template
  • Profile picture of the author JohnMcCabe
    I've had the best results with either plain text or very basic, minimal html. The problem, IMO, is that many people turn off graphics in their email readers. So instead of your gorgeous template, they see a bunch of blank boxes with little red 'X's in the corner. Another thing I've noticed in my own emails is that the more elaborate the template/images, the more likely the message will be sorted into the spam folder.

    If you really need that fancy layout, you may be better served to put up a web page and use the email to link to it.
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  • Profile picture of the author MrWonton
    Thanks John, I suspected as much. Looking at the emails I receive from lists I'm subscribed to (other than major retailers), most are plain(ish) text.
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    • Profile picture of the author David Keith
      i usually use just plain text for most messages i send, but it does depend.

      something you may want to consider is that open rates and sometimes click through rates are usually only calculated on messages sent as html. so if your sending your message as only plain txt you may not be getting full or accurate stats.

      just something to look into.
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      • Profile picture of the author JohnMcCabe
        Originally Posted by owslaw123 View Post

        i usually use just plain text for most messages i send, but it does depend.

        something you may want to consider is that open rates and sometimes click through rates are usually only calculated on messages sent as html. so if your sending your message as only plain txt you may not be getting full or accurate stats.

        just something to look into.
        This is one reason for my using minimal html. It allows me to send that tracking pixel graphic, as well as doing some light layout and formatting. I also usually send a text version for people who set the rmail clients for text only.

        Because of all the possible variables, I've never looked at stats like open rates as all that full or accurate. I see them more as the floor on what's really happening.
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  • Profile picture of the author Bill_Z
    I agree with John. I use plain text and when I want something fancy I put the content on a site and link them to it.
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