Years ago, when e mail was just emerging as the incredible selling tool it is today, everything was done in plain text. Since not every body uses the same e mail program, and not all of them are compatible with the others, messages fairly often ended up looking like nothing but jumbled pieces of nonsense. Besides that, they we are boring.

Thus, Internet marketers we are forced to find a way to spiff up their e mail messages to generate them grab attention. Luckily, HTML was there to provide a solution.

Studies show that branding emails sent in HTML format get much better response rates and far fewer unsubscribes than those sent in plain writing . The reasons for this are many, but perhaps the biggest reason could be summed up this way: HTML messages look cooler!

The sizeably effective thing about HTML is that all your recipients will be able to see it. The problem is that you can not always predict just how it will look. Users with older or outdated e mail programs will likely see the communication as writing , and some will even see all that ugly HTML coding. Those using newer versions of Outlook or Outlook Express, Eudora, or Netscape Communicator will likely see the HTML as it was intended... at least partially.

The only way to ensure that your HTML messages are seen the way you designed them is to format the writing /plain and HTML materials separately from one another, and have the appropriate version of the communication displayed for the recipient. This way, those who have HTML enabled e mail programs (which most everybody do these days) might see your message exactly how you planned. Similarly, even those whose e mail programs do not allow for HTML will be able to read your message loud and clear.

As you understand , email is one of the most effective branding tools available today, but just like anything else, it must be done correctly. A jumbled, unreadable communication will only turn would-be customers away, which not only hurts your bottom line, but may damage your credibility. In this day and age, you must ensure that your branding communication is accessible to all the people.

You may be surprised to find out that of all the bulk electronic mail management programs available, very few allow you to format writing and HTML separately, thus making your communication universal. One program in particular, called Broadc@st, not only offers this cutting-edge capability, but also provides several list management and marketing tools. For more knowledge on Broadc@st HTML, and how you may download a free of price , fully-functional 10-day trial, see http://www.mailworkz.com

Karen Fegarty is a professional marketer working with both MailWorkZ and ezTrackZ. Check out the ezTrackZ ad tracker merchandise at http://www.eztrackz.com. and MailWorkZs flagship e mail advertising tool., Broadc@st at http://www.mailworkz.com