by Loren McDonald

While the vast majority of email clients and email Web interfaces (i.e., Yahoo, Hotmail) render HTML correctly (for the most part) providing your recipients the ability to view a Web version of your HTML email or switch to the Text version is always a good idea. If there is a rendering issue or the recipient is using an older version of Lotus Notes or AOL, for example, it ensures they can view the email as it was intended. Some tips to keep in mind then:

• Include a "View web version of this message" link at the top of your email. The link can be automatically generated to a Web-hosted version by your email service provider or to a link to your Web site where you've posted it (perhaps along with back issues in the case of newsletters). One EmailLabs client is seeing about 0.40% of recipients clicking on the Web version link, not an insignificant number if you have a large list. Also include a link to the Web version in the footer or admin area of your email.
  
  
• Include "Format Preference (HTML or Text)" on your opt-in form. Also include a note such as the following: (Text is recommended if you use Eudora Light, Eudora Pro 3 and below, Lotus Notes versions below R5 or AOL 5.0 and under.)
  
  
• Be sure to include a link to a "Profile Update" page enabling recipients to change the format they are receiving from HTML to Text if they prefer.