HTML vs. Text: Which is Best for Your Email Marketing Campaign?

Whether to use HTML or text for email marketing campaigns has been a hotly debated topic among the small business sector for years. While text-based messages are very popular and effective, marketers across various industries are coming to discover the visual power of HTML. Everyone appears to have their reasons for choosing one method over the other. Let’s take a closer look at both approaches to help you determine which is right for your email marketing endeavors.

The popularity of text emails goes back to a time when most email clients were not equipped to handle messages composed in HTML.  They are also considerably easier to create and maintain. HTML often calls for you to create templates and format your email with editors.  Not only can this be time consuming, but also difficult when considering that you must have a good understanding of HTML coding.  Another reason many small businesses prefer to use text is because HTML emails typically find themselves in a spam filter more often.  These filters have become a common way of life for many recipients as spam has spiraled out of control in recent years.  Unfortunately, this is bad news when important mail from a legitimate sender is tagged as spam and kept from reaching the intended recipient. 

Despite the simplicity and efficiency of text emails, numerous studies reveal that most readers prefer HTML messages. One of the main reasons is because these emails tend to be easier to read. Instead of being presented with the often stale Times New Roman font, customers can read your emails in Arial or Verdana, which are easier on the eyes for most. In addition, HTML emails are far more visually appealing, taking your messages where plaintext simple can’t with beautiful images and rich graphics. And since a lot of small businesses are still marketing with text, you can make yourself standout and gain a competitive edge by opting for HTML email.

You do not have to rush to judgment when it comes to choosing between text and HTML.  In fact, you can actually offer both and appeal to a broader range of readers.  This is made possible by the use of MIME (Multipurpose Internet Mail Extensions), a mechanism that offers the ability to deliver messages to your readers in both text and HTML format.  If the recipient’s mail client does not support HTML or they would simply prefer not to receive these types of messages, then the message is presented in the form of text.   Likewise, if the reader does not prefer text for whatever reason, then the message can be delivered in HTML format.  There are a number of email solutions that offer this option to help you satisfy the preference of both text and HTML lovers.