As you probably know by now, writing and publishing an ezine has many steps besides writing the content and sending it out. This is the sixth ingredient in a recipe that consists of seven other important issues. However, formatting is complicated; to make matters worse, experts disagree on which formatting is best.

So the debate continues: HTML graphic formatting or plain text for ezines? We recently ran a poll. Here are the results of what our blog READERS prefer after only a few days:
HTML - 79%
Plain text - 21%

So where does this leave you? Experienced marketers know you get better deliverability with plain text, but your readers like to see graphics. If you deliver your newsletter in HTML format, make sure your readers have a way to access it online. Include a text announcement at the top of the ezine of where to read it online (the URL) for those people whose email reader does not permit viewing HTML formatting.

The issue is more complicated that learning what readers prefer. It will also depend on the nature of your business, and whether the content takes precedence over form.

If you do use HTML, have the template professionally designed. Do not try this yourself, unless you have design skills. You want your template to appear uniform the way it is intended across many platforms and email systems.

You also want your ezine to coordinate with your website and other branding. Get a graphic designer to create the banner with the newsletter title and tag line. There are several standard formats for HTML ezine templates; one consists of a main column with the article and a sidebar with your marketing message and links to products and services. You can also put sections stacked, one over the other.

Do not include too much content in your ezine; too many links confuse the reader. One main article for each issue, and one promotional item or recommendation. Be sure, however, that you make it clear who you are, what you do and how someone can hire you or buy your products and services. Be sure you are CAN-SPAM compliant and include your contact information (more on that later).

If you decide to publish your ezine in plain text, there is still some formatting necessary. Use a formatting utility such aswww.formatit.com  to make the width 50 or 60 characters wide. Separate sections of your ezine with subtitles. You can set them apart by using line characters:

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Subtitle Goes Here
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In plain text, be sure to use http:// in front of www, so your links are active:http://www.domainname.com .

We recommend you always send a test issue to yourself and at least one other person before you send to your list. This allows you to make sure your message comes across the way you intend it and all your links are working.

For more leading edge ezine tips go to www.coachezines.com . To learn more about how to create and publish great ezines, go to www.ezinepublishingsystem.com . Patsi Krakoff, Psy. D. is a retired psychologist with over 7 years experience marketing online. Denise Wakeman has been marketing online since 1996. Between them, they write on 10 blogs and publish two newsletters, including www.SavvyeBizTips.com .