Date: Tue, 29 Oct 2002 12:42:58 -0400   
   From: JERRY SEHL   
   To: DAVE GOURD   
   Subject: RE: Niki Report on HTML Mail Versus Text   
   Newsgroups: win.server.wish.list   
   Message-ID: <1035913378.33.1035899857@winserver.com>   
   References:  <1035899857.33.1035851626@winserver.com>   
   X-WcMsg-Attr: Rcvd   
   X-Mailer: Wildcat! Interactive Net Server v7.0.454.5   
   Lines: 75   
      
   The statistics is why this was posted in and for anyone who advertises using    
   e-mail. I already use Outlook to do it.   
      
      
   On 10/29/02 12:41 PM, DAVE GOURD wrote to JERRY SEHL:   
      
   -> and?...   
   ->    
   -> Send mail thru your system using outlook express as the mail client.   
   ->    
   ->    
   ->    
   ->    
   -> -> 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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