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Why I Publish A Text-Only E-Newsletter by Bob Bly

Subscriber JB writes: “I enjoy your newsletters, and have a question for you. You use plain text e-mail. You do not use HTML or other fancy formatting, images, etc.

“I presume you do this on purpose, and that you have found that plain text e-mail newsletters outperform HTML formatted e-mail newsletters?”

Before I answer, let me point out that, technically speaking, this newsletter is not text; it is “text in an HTML shell”.

That means it looks like a text newsletter. It was written in Word and saved as text. But then it was put into HTML code prior to distribution.

The reason is twofold. First, the e-mail distribution service we use, Constant Contact, sends only HTML e-mails, not text.

Second, with HTML you can measure the open rate. With straight text, you cannot.

But other than that, most people would call mine a text newsletter vs. a typical HTML newsletter with design, color, graphics, and images.

As JB correctly points out, I prefer plain text e-mail to HTML and “fancy formatting and images”.

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First, text e-mails look like personal e-mails. HTML e-mails look like advertising.

That matters because communications that look like personal mail get better readership and response than communications that look like marketing.

Second, text works best for products and services that don’t need to be illustrated. Example: CPA services, info-marketing, copywriting, consulting, training.

HTML works best for products and services that need to be shown visually. Example: beach vacations, jewelry, fashion, artwork, real estate, interior design.

Since I sell only the former, HTML would not improve my e-mail clickthrough rates and therefore designing an HTML e-mail would be a waste of time.

Third, text e-mails are easy to create; you can dash them off yourself at your PC in minutes.

HTML e-mails require graphic design, which means they take more time and effort to produce: You either have to learn HTML, use newsletter templates, or hire a freelance HTML designer

Get more traffic with your SAME e-mail list.

IMSC Rapid Mailer

You’ve probably seen the messages screaming that “e-mail marketing is dead” and it’s simply not true. Not at all.

What is true though, is autoresponder services are getting more picky all the time about the e-mails that you can send to your own list.

If you use a 3rd-party service like Aweber, GetResponse, MailChimp, Constant Contact, iContact, etc, you are putting your biggest online, income generating asset are risk of failure.

Why is that true? Simple.

They can cancel you at anytime they want, for any reason they want, and you have to literally go through the Spanish Inquisition to get your list imported to another service, asking you questions like:

Where did you get your leads?
Do they have time-date-IP Stamps?
What is the exact URL?

Or, they can put you or sub-par server IPs which means you are destined for the spam or promotions tab, so your clicks drop by half.

You need to have full control over your list, and you can do that, get better open rates, more clicks with the exact same list that you have right now, even with zero tech skills.
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It’s called IMSC Rapid Mailer.

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* Full E-Mail Statistics & Click Tracking for Ultimate Campaign Tracking
* It works inside WordPress, so installation is point-and-click simple
* You can import your leads without double confirmation. (this means no FBI-style interrogation (what was this lead looking at on Nov 3rd, 2010?)
* Plus, a ton more

It works with “SMTP” services, so you don’t have to worry about the difficulty of setting up your own mail server, and getting it to inbox.

It’s all handled by the SMTP who provide you with quality setups on their side, so you can start inboxing right away, plus, you can send for free or use a paid “pay-per-send” option which for most is actually less expensive than most autoresponder services.

You’ll want to move fast as Sean has this at the lowest price ever for the next few days, so grab it while you can, get your e-mails delivered, and know your list is permanently secured.

5 Best Practices For E-Newsletter Publishers

Annette Iafrate, an executive with Constant Contact, gives the following smart and sensible tips for improving e-mail marketing results:

1. Use your own permission-based list.

2. When people sign up, let them know what kind of e-mails they will receive from you and when they will get them.

3. Keep your list up-to-date by removing inactive subscribers or sending them a one-time e-mail asking them to confirm their interest.
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4. Determine the optimal frequency by asking yourself how frequently your customers think about or use your product.

5. Keep your content fresh, useful, and relevant.

Source: Target Marketing magazine