All marketers enjoy and appreciate a thoroughly planned and well-executed HTML email campaign and if you think about it, there’s certainly a lot to like about them. Quite simply, HTML emails have the potential to pack a solid punch. Let’s have a quick look at some of their endearing features:
Before we get carried away with this, it should be noted that although HTML emails are a hugely popular choice for email marketers, plain text emails are not without benefits and in fact many subscribers prefer to receive them over the HTML version. This is because they are:
Also, from an email marketer’s point of view they’re easy to produce and don’t require hours or days of testing. HTML versions on the other hand may very well have you pulling out your hair at 2am in the morning because for some reason it ‘looks a bit funny’ when you test it in such and such a browser or email client. Which is why marketers almost always include a plain text option alongside the HTML version, so that those who can’t or don’t like to open HTML emails don’t miss out.
Of course each version also has its share of downsides. With HTML:
And with plain text:
At the end of the day, when it comes down to it both formats have proven to work very well in terms of open rates and conversion rates, so the best thing that you can do is to create both an HTML and a plain text version of your campaign and give your subscribers the option to open either. That way you cater effectively to all your subscribers and it helps ensure your message gets across to as many of them as possible. In short, cover all your bases.