As I come across more and more questions about the use of HTML5 for interactive and dynamic email statements, it strikes me that this strategy has either been poorly delivered or highly misunderstood. I suspect it’s a combination of both. 

Can HTML 5 drive paperless suppression?

The reason I field questions regarding HTML5 is that businesses approaching me want to reduce paper, postage and other operational costs. Or at least that's the real business value proposition after technophiles stop being blinded by the puppy love of something fresh and new. 

One must never forget that the purpose behind ALL technology is to garner a rapid return on investment and to add value to the core business. With all of the frenzy over mobile apps and the like, I think this concept has been lost at times. So, HTML5 should be trying to convert people to paperless… right? It’s the number one value of the electronic statement that I’ve been able to determine thus far.

It’s still a question of PUSH vs PULL.

Unfortunately, HTML5 is perfect for one purpose: to be displayed on a webpage or browser. Somewhere along the road, it was assumed that it could be used  with PUSH, or Dynamic Email Statements, when in fact it just CANNOT DELIVER. 

HTML5 in secure form is a PULL solution, as it would be plagued with delivery problems preventing companies from PUSHing their statements. With 17% of legitimate email not making it to the inbox already, HTML5 stands no chance of being an email solution as it would be blocked by most SPAM filters and rightfully so. Unlike PDF, which is a ubiquitously accepted attachment, it just wouldn’t consistently reach the customer’s inbox.

McAfee’s 2013 Threats Predications stated that ‘With HTML5 the threats landscape will shift and broaden… HTML5 will offer other opportunities for attackers because the additional functionality will create a larger attack surface.’So, if HTML5 is only viable in a highly secure PULL environment, what paperless turnoff rate will it deliver? Will more people turn off paper statements just because their statement now displays more beautifully within the portal? 

As a consumer, it’s still about convenience for me. So when I say HTML5 cannot deliver, it’s two-fold: HTML5 attachments cannot be delivered to the email inbox and I highly doubt they can deliver a quick ROI in today’s landscape. On the whole, consumers still do not want to log on to portals with multiple usernames and passwords just to see their statements. And, let’s face it. Getting beyond the password as a security mechanism isn’t cheap and still lies very much in the pipeline rather than being commercially viable today. 

Sounds like the HTML5 Statement has a lot more work ahead if it's going to enter the paper turn-off game.

Dynamic HTML5 Statement vs the Dynamic Email Statement

Let’s not confuse the purpose of the Dynamic HTML5 Statement and the Dynamic Email Statement. 

Email Statements delivered via PDF has been around for 14 years and they continue to deliver quick ROIs by way of converting millions of customers to paperless every day. As for HTML5, I agree that prettier and more interactive PDF documents will add aesthetic value, but I just don’t see where it is looking to enter the email market?

We don’t need to reinvent the wheel. PDF still remains the most reliable mechanism to propel customers into the digital world. 

Your thoughts?

Sarah Appleby
striata.com