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TECHNOLOGY TIPS
The Effective PDA

HTML E-mail

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HTML E-mail

HTML e-mail is a great tool for associations and non-profits, with respect to both sent and received e-mail.

With HTML e-mail, you can send or receive formatted text, graphical images, and web pages. It provides many benefits, but there are also a few things to keep in mind.

First, some of the benefits:
1. People learn more and communicate better visually. 
2. HTML e-mail provides the opportunity to significantly reduce print and mailing costs.
3. HTML messages are more readable. (Did you know that while serif fonts are more readable in hard copy, san serif fonts are better on-line and in e-mail?)
4. Research shows that response rates are better for HTML e-mail than for text e-mail.
5. No more complicated lengthy links (instead of the link to this article being http://www.axi.ca/tca/nov2002/technology_tips2.shtml it can be current issue.) Direct links are much easier than cutting and pasting. Now that more people have continuous web connections, it is as simple as clicking!
6. The sender can communicate more effectively, using both text and images to convey messages.
7. Web pages can be sent and received - and everything on the page is active (links, etc.)
8. The organization's image and branding can be maintained in e-mail communications.
9. HTML e-mail can be used for many more purposes than text e-mail...brochures, newsletters, promos, etc. (A text e-mail can include an electronic version as an attachment or a cut-and-paste location to the material on-line. HTML e-mail can be the material!)
10. HTML e-mail can be sent without including a graphic to improve download times (although with current band width options, this is less of an issue). The graphic is accessed from the web site when the message is opened.

The concerns generally expressed include:
1. A bias related to Microsoft, therefore anything related to Microsoft is bad. This argument has no merit!
2. Some recipients cannot receive HTML messages, or more appropriately, do not or will not receive HTML messages. Most e-mail clients now have the capability to send and receive HTML e-mail.
3. Security concerns. While this is the only legitimate argument for possibly not using (sending and/or receiving) HTML e-mail, most of the security issues have been addressed. And many of the viruses and worms are transmitted via attachments so both text and HTML e-mail messages can be carriers.

With associations and their defined membership, it is much easier to establish the use of HTML. However, just as organizations had to carefully make the transition from mail to fax, and from fax to e-mail, it is equally as important to be careful when transitioning from text e-mail to HTML e-mail. 

In the transition, you can generally please your audience by:
? Not abusing the medium (and this applies to text e-mail as well) 
? Providing the URL to access the information on-line for those who are using text e-mail.
? Be careful, and where possible, avoid sending scripts in HTML e-mail messages (a script acts like a little program that executes on the recipient's computer). However, many servers may strip out the scripts before delivering the message, and many e-mail clients now pop up a warning that the message contains a script. 

In many situations, the use of HTML e-mail can enhance the value for members and improve the performance of the organization. Aren't those good enough reasons to move to HTML e-mail?

Technology has a significant role in the work of association staff. The Technology Tips focus on how  individuals can manage using technology rather than being managed by technology.

To build better
associations and non-profits by 
delivering unique
and unparalleled expertise, programs
and services
to their staff and
volunteers.