I hear this question frequently: If I’m sending a newsletter electronically, what’s the difference between a PDF and an HTML newsletter?

PDF stands for Portable Document File and generally refers to a newsletter that looks like a print newsletter, either color or black & white. The format allows the document to be viewed consistently in everyone’s computer; otherwise, images may not appear and fonts may not be available, which can wreak havoc on a designed newsletter.

In order to send a PDF newsletter electronically, it must also be a low “web-ready” resolution, which allows for quick opening. (A print-ready resolution is needed for print newsletters to look their crispest.) The PDF must be either 1) attached to an email or 2) uploaded to a website, with a link to the online newsletter provided in an email. This is one of the drawbacks; requiring people to click once or twice often means you’ve lost them.

An HTML newsletter refers to one that looks like a web page and comes directly into your email inbox already formatted. HTML is the code with which the newsletter is designed. How email programs read this code determines how it will display in a person’s computer. The HTML newsletter is often preferred when sending to a list precisely because it does not require the extra action of clicking to view it.