>From the POV of communications and electronic marketing communications in particular,
>HTML is very desirable for its ability to
enhance the visual image. I predict that market forces will eventually drive email in
that direction.
The situation is all the more potent because virtually every online user has an MHTML
capable client bundled in their browser. Of
course the vast majority of users (newly arrived) are unaware of this, or are not
aware of the distinction between MHTML and plain
text anyway.
But a trend toward MHTML has major implications for increasing load on list content
developers and resources, but in certain
situations the extra resource allocation may well be worth it. I'm thinking of a
situation where a cruise line, say, may want to use
subscriber-based lists to promote its product, with full color and graphics. Russia
Today is an example of a highly produced
graphical newsletter in a list environment.
The problem, it seems to me, is that one pipeline cannot accommodate all. MHTML
simply gorges the channel for those not using that
standard. Therefore, separation of pipelines is called for.
My solution is to create optional dedicated lists, one for plain text users and one
for MHTML users. I provide my business clients
with guidelines for appropriate usage (which we can control on our Lyris platform)
based on their email objectives. It has not
happened yet, but I expect the time to come soon when I will advise a client that
their objectives would best be served by creating
parallel lists, one produced exclusively in MHTML for their users who desire it. I
believe I've come across a few producers who
already do that, like Russia Today. (Smarter Living?)
I think the trend to MHTML is inevitable once the user population matures and learns
what to expect from their tools.
Tom Rouse
