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Yes, it depends on what industry your company is in but also what email are you sending (is it a newsletter or welcome email and so on).
My rule of thumb on this is:
1. If it's an email that the reader would expect to receive from a human, it should be plain text. Outreach emails, feedback inquiries, even onboarding emails. If people would (or could) expect that a human wrote the email, send it plain text. Even if you have automation in place, it makes it feel more like it was crafted by a human - which it was! So don't lose that "voice" by burying your message or your copy in an HTML template.
2. If it's an email that the reader would expect to receive from a system, it should be HTML. Automated invoices or recurring payment notifications, system notifications, account notifications, etc. - the things that people know come from an automated system. This is where it's a good opportunity to throw in some (tasteful) branding and give that feeling of "professionalism". People know a human didn't (and wouldn't) send these by hand, so don't pretend they did. Own it and wrap it up in a nice, tasteful, professional looking HTML template that gives them the feeling of confidence in your business.
Anyone outside of geeky tech industry should stick to good-looking, mobile-first HTML emails! :)
This really depends on the industry you are in. If you are a travel company and want to send email on price change of a ticket, it is better to be in html template with markety subject line.
However when I am pitching for some thing - feedback, leads I ve found text emails to work better. When I say text email, the subject line also will be less flashy and looks like a 1 - 1 email. eg: reg matters discussed. And it does not look related to put an html template inside this.
This article doesn't make sense to me. The author observes that HTML emails have significantly lower open rates than plain text and claims that it does not have to do with filtering or clients not loading images, but rather that subscribers are "looking for what feels like a 1-to-1 interaction." ...But how does a subscriber know what is inside an email without opening it first?
I stick to plain text email, I've had open rate well over 70% by using bulk email messaging platforms such as MixMax.
I think this depends on what industry your company is in.
Immediate first impressions - from top to bottom:
1. You repeat the same thing twice above-the-fold. "The only truly free time tracking software" and then right below it "Clockify is a free time tracking tool...".
2. You are stating the obvious as well. If I am searching for time tracking software, I am going to expect that it will, "track time in one click. Then [I] can see where the time goes, increase productivity, and handle client billing better." You shouldn't have to say that it does that stuff - if your app didn't do that stuff I would say that you built a crappy time tracking app (see: "Please be ruthless" above).
3. "Why use Clockify" portion seems pretty obvious as well - the only thing I think is worth mentioning is the "Know when it is time to raise your prices" section. Everything else seems like a "no-s#!t" reason to use your product.
4. Features - Could probably be moved to its own page (see below).
5. "What makes Clockify unique" should be the very first content block under your hero image. Let's be honest, a time-tracker does exactly what it sounds like it is supposed to do: track time. However, you keep repeating the same stuff over and over: it is free. You need to convince us why I should pick you over Toggl and Harvest - and "free" isn't going to do it.
6. Testimonial - solid. Love it.
7. Call-to-action at the bottom isn't a bad idea, but you should have another CTA somewhere between the part about your product is free and your product is free.
Alright - I'll stop with the negativity. Here is what I'd recommend.
1. Focus more on the benefits and less on the obvious. Instead of focusing a lot on your features, you should focus on your market's pain-points and how your product alleviates them. For example...
Pain Point: I need to track my hours to make sure that I am being efficient, but we can't afford the time tracking products out there.
Your pitch: Clockify helps you stay efficient so you drive the most revenue for your company. (<--- Crappy, do not use, only for example purposes).
2. Simplify. Your competitor, Toggl, has three sections on their website: One hilarious video background, a straightforward value-proposition, and a testimonial section. You have six sections, which three could be merged or moved somewhere else.
3. Needs more Pop! The homepage is kind of bland; although whitespace is good, I think there is too much of it. Take a look at Harvest's homepage and their features page. Their site is guided and has a lot of color. I would use both Toggl and Harvest as guides.
I hope this feedback helps.
Well, now I feel more justified in not using images in my emails. :)
I want to build a website using Wordpress, but I'm pretty new to it, so it has turned out to be not easy for me to choose a proper theme. I've found out that there is a big sale of the TemplateMonster themes on https://www.templatemonster.com/, so I don't want to miss it. I should say, your article has helped a lot as now I know what I should take into account, and I think I'm ready to make the right choice. Thanks!
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