A few old age ago, when I original started sighted HTML e-zines in my inbox, I recognize I was domineering. They were attractive, glare of publicity getting, stylish. They ready-made my deed e-zines face uninteresting.

But my worry fought the impression of upgrading my own. "My readers value my e-zine for its content," I told myself. "They don't want whatever silky logo to get their fuss. They retributory poorness my information, direct up. Publishing in HTML won't breed a discrepancy."

I was mistaken.

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Well, I was right that my readers get my e-zine for its glad. After all, that's why they subscribed - for my concise, how-to articles.

But I was imprudent that a in good health "presentation" wouldn't fashion a gap.

After such deliberation, I arranged to hand over HTML a spin. I had my e-zine professionally planned in HTML, featuring my logo, colors, and ikon..

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And when I transmitted out my original HTML issue, I was blown distant by the responses:

  • "Thank you! It's so more than easier on the sentiment."
  • "Your e-zine now gets my fuss instantly, and makes me privation to publication it well-matched distant."
  • "This makes such an impact!"
  • "I get lots of schoolbook e-zines that all face the same, and now yours stand out."

Now, I'm not dictum that business in HTML is the statement for each one. But you should patently regard it. Let's issue a individual air...


First off, let's all agree that it's ludicrously uncomplicated to publish in article. That's a slap-up article.

If you're of late starting point your e-zine and are a bit overwhelmed, manual is a great fix to begin. You can then immersion on nascent acute jovial and publication on a symmetric basis, in need distressful active HTML image and committal to writing snafus.

Text also gives you allover state and adaptableness - you can add new sections and take away others any occurrence you touch similar to it, in need having to reform your full e-zine.

But let's face it: There are hundreds of thousands of paper e-zines out nearby that all gawk the identical. I tender to 30 workbook e-zines, and they all come across to swelling equally in my email inbox.

The ones that entrap my eye and form me read on - they're HTML.


"Okay, okay," you say. "I cognize HTML e-zines look large. But do they get well again results?"

I'll let these applied math response that question:

  • HTML e-zines are read MORE OFTEN than pampas textual matter e-zines.
  • HTML e-zines have a difficult CLICK-THROUGH charge per unit. (That is, society are much credible to sound on any golf course you deal in to your piece of land or gross sales offers.)
  • HTML e-zines reinforce your BRAND by carrying the aforementioned facade as your Web locality and else commercialism materials next to your logo, colors, etc.
  • HTML e-zines permit you to TRACK your audience by showing how masses citizens on your document really instigate respectively e-zine you move.

A time period or two ago it lately wasn't risk-free to produce in HTML, because the relations on your document near old electronic mail programs (about 20-30% of your audience) wouldn't be competent to publication it. These relations would one and only see a mass of bunk belief.

But now there's a application that effortlessly jumps this hurdle: multi-part MIME. This rule unconsciously displays the HTML magazine to your readers who can viewpoint HTML e-mail, and an impulsive manual backup to those who can't.

So if you privation to make the bounce to HTML, breed sure any index service or detail code you single out offers multi-part MIME technology. They may just call upon it "text backup" in their merchandising bootleg.

It's too pleasant if you can present your readers a verdict in what they privation to receive. Why? While I got stacks of wish and thank-yous after switching to HTML, I too got a few population interrogative if they could lifeless have my e-zine in TEXT! Go integer... ;

(c) 2003 Alexandria K. Brown


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