4 thoughts on “HTML vs. Text Email, Which Format Is Better?

  1. Great an up-to-date article where are shown great comparison and tips which one is better to use in which case, I loved it!

    there are pros and cons using HTML Email and not using depends on, I would say on industry and on market segment on whom we are running campaigns, rich HTML emails if we are dealing to ordinary customers think can be winner and enables us to test out different approaches and play around and being creative by using GIFs which are pretty impressive and has high conversion as well I loved in your article how you gave useful tips when it’s more efficient to use HTML but at the same time want to mention that light HTML emails works well especially on B2B people and on me as well, I would say personally I like emails which are containing small amount of HTML, has high conversion to blog post or sites.

    P.S. Nowadays almost all the ESP s almost enables us to send out both HTML and Plain text where can’t be opened HTML can be substituted by plain text (pure example is smart watch)

    1. Hey Konstantine,

      yeah, rich HTML emails are having a very bright future ahead. So much stuff is going on in terms of interactivity, and as email clients get better with their rendering support, it’s going to be a game changer.

      The main problem for HTML emails I think is that initial inbox placement in Gmail, where usually majority of every list is.

      But that can also be fixed by really focusing down on having quality content which increases engagement and mailing consistency so your subscribers get used to receiving your emails at specific time of the week/month.

      1. I agree with you 100% the only thing which I really haven’t figured out 100% is delivering emails to subscribers’ primary tab and not jumping in promotional tab while running email campaigns.

        P.S. Yeah I know, in that case matters, email sending providers’ IP reputation. However, what you think, what are the major influencing factors which impacts on delivering emails to Primary inbox?

        1. I’d say that the senders reputation will make the most impact. It just makes sense when you think about it, it’s probably the first thing that’s checked when an email is coming in.

          The second major thing would be engagement your subscribers have with you, if they are on the list for some time now.

          For new subscribers, email format/structure would make bigger impact since relationship is just starting out.

          Haven’t done extensive testing in that area to say this is 100%, but it’s what I’ve noticed that makes the biggest impact.

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