Subj : Niki Report on HTML Mail Versus Text
To : All
From : JERRY SEHL
Date : Thu Jan 31 2019 07:10 pm
Date: Mon, 28 Oct 2002 19:33:46 -0400
From: JERRY SEHL
To: ALL
Subject: Niki Report on HTML Mail Versus Text
Newsgroups: win.server.wish.list
Message-ID: <
[email protected]>
X-Mailer: Wildcat! Interactive Net Server v7.0.454.5
Lines: 55
HTML Mail Promotes Sales More Effectively than Text Mail: Internet Sales
Survey Results
October 28, 2002 (TOKYO) -- ROOT Communications Inc., an e-mail marketing
company, released an interim report of its experimental survey conducted in
collaboration with Oisix Co., Ltd., on the effectiveness of HTML mail on Oct.
23.
Oisix sells merchandise such as organically grown vegetables via the Internet.
This survey was done by sending out Internet sales promotion e-mails in both
HTML mail and text mail, then comparing the ratio of the actual purchases.
According to the survey, the HTML mail was more effective than the text mail.
The survey has been implemented on a monthly basis since June 2002, and will
be done six times. This interim report was made from the first three survey
results.
The subject of the first survey was "corn", the second one focused
on "melons", and the third one was on a "mix veggie-set" including more than
ten types of vegetables.
About 150,000 mails were distributed for promoting the above three types of
merchandises. HTML mail was sent to the users, who permitted receiving HTML
mail, and common e-mail were sent to the users who only permitted receiving
text mail, and then the ratio of purchasing was compared.
Regarding the HTML mail, they provided two types for comparing the effect of
the level of the creativity. Plan A was provided with a button in the HTML to
instantly meet users' interest for purchasing. The other one, Plan B was
prepared placing more priority on the aesthetic side using bigger images, but
requiring three steps before the purchasing stage.
As for the ratio of the actual purchases, in the first survey, Plan A was
2.59 times more effective and Plan B was 1.11 times more effective compared
to that of text mails; in the second survey, Plan A was 0.69 times more
effective, while Plan B was 1.38 times more effective; and in the third
survey, Plan A was 10.06 times more effective, while the Plan B was 7.56
times more effective.
Koji Tsukada, president of ROOT Communications analyzed the third survey
about the "veggie-set," in which the HTML mail recorded 10.06 times more
success than the text mail.
He said, "Images appeal more to consumers than just explaining the products
in a text file."
Related link: Root Communications
Related stories:
- Nearly 60 Pct. of Users Accept HTML Mail Magazine: Survey
- G-Plan to Distribute Incentive E-Mail Ads to 3 Million Users
--- Platinum Xpress/Win/WINServer v3.1
* Origin: Prison Board BBS Mesquite Tx //telnet.RDFIG.NET www. (1:124/5013)
