Email Marketing Best Practices – HTML versus Plain Text

Email marketing newsletters are a highly effective way of promoting your product, service or non-profit organization. From the free email marketing newsletters used during the mid 1990s to the web-based email marketing services offered today, the debate continues: Are plain text emails better at returning results or are enewsletters created with fully featured html email templates more effective?

Getting Past Spam Filters

One of the arguments for using plain text email marketing newsletters is that spam filters are likely to block html email newsletters more often than plain text emails. This is not the case if you choose web-based email marketing solutions.

Best email marketing practices include an email marketing service that provides both plain text and html delivery to all subscribers. In this way no matter which version the subscriber has chosen in their email program your newsletter will be delivered and formatted so that all text and links are in place and live.

This is the first step in getting past email spam filters. The second step is to choose an email marketing company that is fully compliant with the CAN SPAM Act of 2003. And not all email marketing services are created equal, so if you don’t see this guarantee in their company information you will need to find one that is compliant.

And then the third step requires that you choose an email marketing service that provides a double opt-in system for subscriber sign-ups. This will ensure that your email marketing newsletter will not receive excessive spam or junk complaints.

Using HTML Newsletter Templates

Presenting your subscribers with a professional html email newsletter allows you to provide a balance of text, images, and white space proven to encourage subscribers to read your content. Including borders between article areas and information link segments, the information you want your readers to pay attention to will drive traffic to your website and increase sales. Plain text emails don’t provide readers with highly illustrative images and give them little or no incentive to read your entire message.

Free Email Marketing Newsletters

Yes, it is true that you can send out plain text emails, and free email marketing is tempting. However, making an investment in your email marketing newsletters by finding a low-cost email marketing service that provides html email marketing templates is the better choice.

Begin your search for the best email marketing services by signing up for free email marketing trials. Search for web-based permission email marketing services that provide a subscriber double opt-in system, as well as CAN SPAM compliance to ensure reliable email newsletter delivery. Take some time to review the information you find on the email marketing services' websites and ask questions from customer support. Once you have found the right email marketing company for your organization's needs, you will be well on your way to creating your own email marketing best practices.