It seems we’ve come full circle when it comes to communicating with our prospects and clients. I noticed recently that I’ve been paying a lot less attention to online newsletters and those pretty HTML announcements that arrive in my in-box every day. There are a few exceptions of course. But for the most part I’m interested in the CONTENT of what is being delivered, not the design or graphics. When given the choice I no longer ask for the HTML version of anything – instead I choose the text-only version.

There was a time when it was unusual to receive anything but plain text into your email box. Then we moved to designing branded newsletters and “postcard-like” invitations that would capture the attention of our readers. Now, thanks to ever-improving SPAM filters a lot of those fancy invitations, announcements and emails aren’t even making it to our desktop. And for those that do get through the fire-wall, we’ve become jaded and tired of looking at all those designs. We just want the information – short, sweet and simple.

Playing on this hunch we recently experimented with a client that has been holding a series of seminars. As is typical, invitations had been sent out using HTML and branded design. But registrations were down and we were looking for a way to drive attendance. So we sent out another announcement about the event, except this was a simple text email. [Read more...]