BrightWave Marketing’s founder identifies hot topics for email marketers by evaluating their activity at the EmailStatCenter site. It can be hard for most email marketers to step back from the never-ending campaign production cycle to see what else is going on besides their own deployments.
Consider this the topic that will always be relevant. For years, companies have debated the pros and cons of sending in HTML versus text only. HTML has always been the runaway favorite for its branding power, merchandising capabilities and ability to track open rates. The debate has taken a new angle with the increasingly complex issues related to rendering, deliverability and preview pane usage. I suspect this will be one of the constants for 2007. I suspect this subject matter is also popular as it touches all aspects of an email team: creative, analysts, production, copywriters, strategy, et cetera.
