Date: Mon, 28 Oct 2002 19:33:46 -0400   
   From: JERRY SEHL   
   To: ALL   
   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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