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FOR IMMEDIATE
RELEASE
Plain Text Email Messages More Effective Than HTML for
Marketing to AOL Subscribers
TRENTON, NJ - July 10, 2003 (INB) -- After Lucid Marketing
learned that America Online subscribers prefer to receive
plain text email marketing messages as opposed to HTML
formatted messages, Lucid ran a live direct email-
marketing test and discovered that plain text messages are
also better at generating a campaign response as compared
to HTML.
It has been widely believed that HTML messages generate a
better response because they can be made more visually
appealing. This has been true in previous tests, but did
not hold true with AOL subscribers.
"This is the first time that we have seen plain text
messages consistently outperform HTML email marketing
messages," said Jennifer Sparks, Client Services Director
for Lucid Marketing.
In February of 2003, Lucid Marketing conducted a survey of
America Online subscribers to gain an understanding of
their email marketing preferences and usage habits. It was
then learned that 53% of total respondents prefer to
receive plain text messages.
After three months of testing plain text messages versus
HTML with a Lucid Marketing client's subscriber list, the
plain text consistently generated a better response - and
at times more than 100% better.
About Lucid Marketing
Lucid Marketing helps businesses that are unsatisfied with
the sales they get from previous or existing customers. We
design marketing programs using email, direct mail, web,
phone, or face-to-face interactions to meet customer needs.
Our client's sales grow because of our proven marketing
process for developing and implementing customer-focused
programs.
For more information on Lucid Marketing, visit
http://www.lucidmarketing.com or call (609) 208-2150.
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