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While the number of changes regarding the Internet seem to come Geometrically rather than Arithmetically, there is one standard that is vitally important to successful E-Mail Campaigns: HTML. The abbreviated form of Hyper Text Markup Language, HTML is basically the "Computer Language” that are read by browsers and lets it know how to display things in your E-Mail, from Font to Colors and from where images are positioned to paragraph breaks!


While there are a number of Internet Languages, not all are suitable for E-Mails. For example, a popular, and effective, language for Websites is CSS or Custom Style Sheet. However, most ISPs tend to "strip out” CSS in e-mails, thus making the E-mail that was CSS unreadable and, obviously, ineffective. While your designated recipient will receive your E-Mail, there is no idea what it will look like, so avoid CSS when designing HTML E-Mails. Another language not supported by E-Mail is Flash. Avoid that in HTML E-Mails as well.

Another Language, and a relatively simple one, is simply known as "Text.” Unfortunately, Text has some major disadvantages compared to HTML. For example, you cannot include any images in Text, nor can you "track” your E-Mails to determine who's opening them and who isn't. Inasmuch as both of these are vitally important in an effective E-Mail Campaign, it is most apparent why HTML is superior to Text.

Knowing HTML and using it to code your E-Mails is just the first step. To ensure that your recipients are receiving the E-Mail the way it looked when you sent it, you need to follow up and discover how each "E-Mail Box” is rendering the E-Mail when it comes in. There are a number of "ISPs,” with the most prevalent being AOL, G-Mail, Hotmail, Yahoo, and Outlook. Prior to doing a "Mass Mailer” it is imperative that you send a sample to each "Box” and verify that it is being rendered properly. As can be imagined, a poor looking E-mail does not speak well of your company and/or organization.

We understand that not everyone understands the subtlety of HTML and the way to "check” an E-Mail's rendering in any of the Boxes. As a result, Pathmaker Marketing LLC has a group of talented experts who stand ready to assist our clients in the skillful art of HTML Coding. Dedicated to producing effective E-mails and making sure that they are rendered properly in every Box, we produce E-mail Campaigns that not only present our client's position but also deliver results
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