Subj : Niki Report on HTML Mail Versus Text
To   : All
From : DAVE GOURD
Date : Thu Jan 31 2019 07:10 pm

Date: Tue, 29 Oct 2002 08:57:37 -0400
From: DAVE GOURD
To: JERRY SEHL
Subject: Niki Report on HTML Mail Versus Text 
Newsgroups: win.server.wish.list
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-> 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


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