We often get asked about whether customers should send their email campaigns out in HTML or text.
This is a tricky question! But the first thing I always respond with is this question:
"What's the purpose of the campaign? Is it a general newsletter or marketing piece, or is it an important announcement?"
Think about this for a second.
Here's some basic facts.
Text email campaigns can't be tracked. We can't tell you who saw what or who clicked where - only HTML emails allow you to collect extensive analytics on your campaigns.
HTML emails have considerably higher impact. That means customers are more likely to react to HTML emails - they have engaging visuals are are often more eye-grabbing.
Text email campaigns have a higher chance of arriving at your customers inbox. HTML email campaigns are more likely to be flagged as spam, put in the junk mail folder and in some cases not delivered at all.
Now of course you should take care to write your emails well. Get your friends and colleagues to proof-read your copy and avoid that "spammy" feeling as much as possible. Don't SHOUT BY WRITING ALL IN CAPITAL LETTERS. Don't use the word free too much, don't mention any type of medicines that your grandfather might use, and so on. You've read some of those spam emails before - don't make it sound like one of those.
But coming back to my question in the first place, what are you trying to achieve?
If it's an important announcement, consider using text - it's more likely to arrive, and that's what is most important. You aren't trying to drive a sale or a initiate action.
If it's sales or marketing, it's important to capture attention and drive action. So use HTML for best results.
In the end, the decision is entirely up to you. Run some reports - check your open rates, your bounced emails and have a look at how your hyperlinks performed. Overall, look at the data and consider your priorities to make sure you can make the right decision about your email campaigns.
After all, analysing your reports and testing your results is the key to successful email marketing!