HTML stands for Hypertext Markup Language, and is a standardized system for tagging text files to display font, colour, graphic and links in emails.*
Text only is sending an email from a text based editor, or straight from your email client without the use of photos or links.
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It’s best to send an HTML email when…
1. When you want to display pictures, format text, or embed links within the text of your email. Even simple bolding and underlining of text uses HTML, as well as the use of email signatures.
2. When you want to track your email open rates.
Only upon downloading of the embedded graphics in an email will your server track when the emails are opened. Most email programs give you an option when opening an email to “download images” or to read in text only. Text only emails, or emails that are opened but do not display the images will not be tracked in your open rate metrics.
It’s best to send a Text only email when…
If you want a response by email… send a text only message.
If you want the reader to “take an action” ie. download a whitepaper, sign up for a webinar, purchase a product, your best to use an HTML format.
What are your thoughts?
When do text based emails perform best for you vs an HTML format.