Please remember, you cannot control which email program (online or mobile) your recipient uses to open your email. Different programs display email differently (for instance Outlook 2003 displays it different from Outlook 2007/2010 and the last 2 options have some real challenges in displaying email marketing correctly). Other frequently used programs include gmail / mail for mac / Hotmail / Outlook Express etc.

Statistically, you are lucky if 20% of the people you send the email to actually open it (that’s a good response). Your biggest challenge is getting them to receive (not blocked by spam) and OPEN the email.


There are 2 ways of sending email promotions, please find the PROs and CONs of the two below.


Sending via pdf – PROs

– document can be compiled in any relevant program, is then saved and attached as pdf to your email as an attachment

– the design stays as you saved it. We can apply good design principles, do not have to worry that elements will move in the email when opened and do not have to account for the different email programs out there

– once received, they can save the pdf easily to view / use later.


Sending via pdf – CONs

– you run the risk of the person opening the email, but not seeing and opening your pdf

– pdfs are bigger than html – so can be blocked by spam filters, or mail servers if too big

– the second PRO (good design principles) is only relevant if your pdf is designed in a professional manner

– a template is only as good as the person using the template (some programs like PowerPoint have design limitations)

– you need Adobe reader to read the pdf, which is free and most people have it, but not everyone.


Sending via html – PROs

– the information is visible as soon as the email is opened, and not as an attachment (bigger chance that people will actually read it)

– you can have a html template set up in an email sending program like graphicmail (you pay per send, but not a lot) or mailchimp (free up to 2000 names)

– these programs allow you to test to different email programs (to check how it will display), gives you unsubscribe / forward to a friend etc buttons. Gives you detailed statistics of who opened / clicked and read your email

– in an email sending program – you can easily resend only to all the people that did not open it the first time, to increase your opening rates

– by law you are required to have unsubscribe at the bottom of your email, (unless it is a current client) or they opted in to receive it

– the pictures used in your email is stored on a server online, so do not have to be attached to the email (better for spam and to avoid big emails being deleted)

– includes a link at the top saying – “If you are unable to view this email, please view online” (link to online version).


Sending via html – CONs

– a template is only as good as the person using the template (you need someone to change pics and text in the online newsletter editor)

– if you do not use an email sending program, but send the html from your own email – there is an 80% chance that the email will be mangled on the other side in the recipient’s email program (not good)

– the images may be included in the email, making it big and running the risk of being blocked

– without unsubscribe, your risk is bigger of being reported, which will blacklist your entire domain

– you have no idea who opened and read your email.


Remember: Your newsletter should be coded in html specifically for email, and include testing in all major email programs like Outlook 2003/2007/2010/2013, Mail for Mac, Gmail etc. The new buzzword is to ensure your newsletter is responsive, which means it will amend the layout for optimal display on your specific screen size (i.e. mobile, ipad or desktop).


Please contact us NOW to discuss your needs…