HTML vs Plain Text Emails

A Short Clip From The EmailLoyalty Full Course

This is an ongoing debate that still hasn’t really been resolved and there’s some good reasons.

When we look at typical email campaigns, people generally care most about open and clicks.

I personally look for more substantial figures, like revenue generated, but when people get fixated on opens and clicks, they start looking for new ways to boost engagement.

They start looking at subject lines, call to actions, images or animations.

The main argument for Text vs HTML comes in when you look at deliverability.

An HTML email needs to have proper coding and a plain text version sent alongside it.

With a properly coded template, HTML is less likely to go to the spam folder.

But SPAM is not the only issue for HTML