Net Users Prefer Text Ads, Marketers Favour HTML
eMarketer reports that, according to the 2002 Email Marketing Factbook from Opt-in News , 50% of consumers questioned said that they would be likely to take advantage of products or services from opt-in marketing emails compared with 37% who said the same regarding email newsletters and 13% who favoured direct mail.
In terms of formats, 62% said that they preferred text-based email adverts, 35% preferred HTML and just 3% said that they favoured rich-media adverts.
Advertisers, however, prefer HTML according to another survey conducted by Opt-in News. During the ‘holiday period’ 2001, 61% of marketers surveyed stated a preference for HTML based email advertising. 34% planned to use text-based mails in their campaigns and 5% were opting for rich-media formats.