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A client asked me this question recently. They are currently using plain text emails to promote their publications and have great deliverability – but the question is, are they making the most of the channel?

When it comes to email marketing the debate still rages over what’s best – HTML or plain text email formats.

The lowdown

HTML contains images and colours. Plain text emails on the other hand look exactly how they are named, emails that contain only text – no colours, graphics or formatting.

There are advantages and disadvantages of both types of email formats:

Advantages of using plain text emails

Disadvantages of using plain text emails

Advantages of using HTML emails

Disadvantages of using HTML emails

So overall, the choice is yours! But the advantages of using HTML far outweigh the disadvantages.