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Can Knowing The Basics of HTML Boost Your Email Advertising

by: Treci Cauthen

Thousands of Internet marketers are using email as a major part of their advertising campaign. This is not the most effective form of advertisement due to the fact that there are lots of websites that offer online email software that allows promoters to reach thousands to millions of prospects using their safelist programs. Due to overwhelming response from promoters to use their lists we now face the issue of Spamming (emailing in bulk or by single mailing, about a product/service to anyone who has not specifically requested the information directly from you or flooding the Internet with many copies of the same message, in an attempt to force the message on people who would not otherwise choose to receive it).
But no need to fear their is a proper way to reach lots of interested buyers and co-afiliates without becoming black listed as a spammer. You need to deal with companies that will sell you fresh email lists that haven't been sold to hundreds or thousands of people.
Email list websites
http://www.email-lists.biz/
http://www.thetrafficstream.com/?source=k
Now stands the battle between Text vs HTML email formatting tactics for the fall 2004. Tests have been conducted and Ross-Simons' Internet Marketing Director Anne Driscoll said "We tested HTML when years ago just like everybody else, and it was four-times as effective as text. However now we're testing to see if text can convey an urgency that's not necessarily there in HTML."
Turns out it's "as effective or even more effective than standard HTML" for an urgent reminder that a sale is about to end. "It's less to do with deliverability and more to do with the way a customer interprets a message," notes Anne.1
What's the difference?
When you see colored text, graphics, words that are underlined (besides hyperlinks), bold text, etc., in an email, you are looking at an HTML email message. HTML allows you a variety of ways to format your message text, graphics and color.
A plain text message looks like something written in a basic text editor. Notepad, which comes loaded with your PC’s operating system, is a great editor for sending text messages. Most professionals who send text messages use Notepad to edit their copy.
"Both formats can work very well in email marketing. A well-written text message without any graphics can perform very well and deliver results. Text messages are easy to create and closely follow the format of a professional sales letter which many marketers are already familiar with. HTML campaigns can capture their audience with a few well-placed visual focus points."
"Well-written copy sells better than weaker copy with fancy graphics. If you’re new to online marketing, my suggestion is to start with text. If you really want to use HTML, you need a good designer. Collect some examples of HTML email advertisements you have responded to and model your campaign after them."2

Where to learn the basics of HTML websites:
http://www.htmlbasix/. com/
http://www.geocities.com/Athens/4204/html.htm
You also need to have a few sales letters ready to get the ball rolling.
Sample letters
Sample #1
[Date]
[Mr./Mrs./Ms./Dr.] [Customer's Full Name]
[Title]
[Company Name]
[Address] [City], [State] [Zip/Postal Code]
Dear [Mr./Mrs./Ms./Dr.] [Customer's Last Name]:
Don't lose this letter, or you'll lose your free gift!
[Name of Your Store] is having our [Name of the Sale] Sale, and we want you to be there, for outstanding savings on everything in the store.
And a FREE gift everyone will love.
Beginning [First Day of the Sale, Including Month, Day and Year] and Ending [Customer's Last Day of the Sale, Including Month, Day and Year], [Name of Your Store] will have huge discounts, up to [Highest Percentage Customer Can Save During Sale]% on items like these:
[Highest Percentage Customer Can Save During Sale]% off all [First Type of Product On Sale at the Highest Discount]. or [Highest Percentage Customer Can Save During Sale]% off all [Second Type of Product On Sale at the Highest Discount]. or [Highest Percentage Customer Can Save During Sale]% off all [Third Type of Product On Sale at the Highest Discount].
And not only will you save, but if you bring in this letter during the [Name of the Sale] Sale, we'll also give you a [Name of the Free Gift], absolutely free.
Mark your calendar now for the [Name of the Sale] Sale: [First Day of the Sale, Including Month, Day and Year] - [Customer's Last Day of the Sale, Including Month, Day and Year]. Come to the sale early, and don't forget to bring this letter, because our [Name of the Free Gift] supplies are limited.
And there's no telling when we'll run out.
Sincerely,
[Your Name]
[Your Title]
[Your Company Name]
P.S. Tape this letter to your door--mail it to yourself--put it in the glove compartment of your car--just don't lose it or you won't get [Name of the Free Gift] for free.
Sample #2
[Date]
[Mr./Mrs./Ms./Dr.] [Customer's Full Name]
[Title]
[Company Name]
[Address] [City], [State] [Zip/Postal Code]
Dear [Mr./Mrs./Ms./Dr.] [Customer's Last Name]:
NEW! We've just received a shipment of thousands of new [Name of the Product] and we need to get them moving!
So we've knocked off the price about [Percentage Customer Can Save By Ordering the Product from You]%--you can get your [Name of the Product] right now for just $[Price of Product].
We've never offered [Name of the Product] before, and we don't know exactly how you will respond to them. That's why we're offering them at such a low price.
We'll keep this low price for as long as we can, but if the demand is high, we'll be forced to raise our prices.
Sorry, but those are the laws of supply and demand.
So order yours now, while we're still offering this incredible introductory price--just $[Price of Product]. Call [Phone Number Customers Call to Place Orders, Preferably a Toll-free or 800 Number] right now, and give our brand new [Name of the Product] a try.
Sincerely,
[Your Name]
[Your Title]
[Your Company Name]
P.S. Don't forget about our return policy. Return any product to us within [Number of Days the Guarantee Lasts] days, and we'll refund your purchase price.3
Finally you need to decide which method works best for you.
Getting The Big Picture?

reference
1. Anne Holland http://www.marketingsherpa.com/sample.cfm?contentID=2848
2. Jason Lexell http://www.businessemaillists.com/articles/text-vs-html.asp
3. Sandi Stevens http://www.bizine.com/salesltr.htm

Copyright © 2004

About the Author

Treci Cauthen is a Writer/Internet Marketing Coach.
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