PDF Pitfalls

Using PDFs as a shortcut to adding content to your site can shortchange your users' experience. I'm sure, you don't like waiting for your PDF Reader to launch in your browser, much less trying to weave through lengthy documents designed to be printed in hopes of finding the information you're after. Neither do many of your website visitors.

This doesn't mean you can't or shouldn't use PDFs for appropriate content, such as providing versions of your print brochures, white papers or faxable order forms. However, you should create guidelines that identify when you should and shouldn't use them.

Simply ask yourself, "is this content important and do I want my visitors to read it while visiting my site?" If the answer is yes, then you should provide content as an HTML page instead of--or in addition to--a PDF.

When you do use PDFs, don't surprise your visitors with them. Instead, indicate that the link leads to a PDF with an icon or label.

Learn more about the pitfalls of PDFs:

• PDF: Unfit for Human Consumption by Jacob Nielsen [http://www.useit.com/alertbox/20030714.html]

The Newsletter Dilemma: HTML v. Plain Text

It's hard to say when or if the plain text versus HTML question will ever be answered. The statistics related to users' newsletter preferences are a little elusive, but they appear to be fairly evenly split. According to some recent studies (see below articles), approximately half of those surveyed prefer HTML while the other half prefer plain text--for different reasons.

At least for now, giving users the choice of subscribing to your newsletter as HTML or text is the best answer. However, there is another alternative if sending two versions of your newsletter is not feasible.

If you're publishing or thinking of publishing a newsletter, you can pick the version that you feel is most appropriate for your readers by understanding why they may prefer HTML or text.

The following articles discuss user preferences and provide insight into which format might be best for you and your subscribers.

• Just Plain Text, Please by Lynda Partner
  [Editor's Note: This link is no longer available.]
• The Dirty Secret of HTML vs. Text E-newsletters by Debbie Weil [http://www.wordbiz.com/archive/htmlvstext.shtml]

On a related topic, here are some resources to help you avoid words that may cause your newsletter to be filtered:

• Spam Filter Trigger Words [http://www.andreaoneill.com/spamtriggers.html]
• E-publishers on using the word -bleep-
  [Editor's Note: This link is no longer available.]
• Microsoft Outlook Junk Email and Adult Content Filters [http://office.microsoft.com/assistance/preview.aspx?AssetID=HA010450051033&CTT=6&Origin=EC010553071033]