Email marketing has been a proven and cost-effective medium in the business sector, but the topic of which template, HTML vs plain text email, is best has been the subject of much debate. Each template has its pros and cons. To know which to use, you should consider different factors like deliverability, aesthetic appeal, ease of access, as well as your goals or objectives.

1. Plain Text Vs. HTML Email
Template: Which is Better
for Email Marketing?
B L O G | A D V A N C E D D I G I T A L M E D I A S E R V I C E S
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2. Incorporatedinalmostalldigital
marketingstrategiestodayisemail
marketing.Becauseofitscheaper
costsandwidereach,mostbusinesses
utilizethismediumtoreachtheir
consumersandaudiencesfor
advertisements,promotions,new
offers,andmore.Thishelpspromote
brandawarenessandincreaseloyalty,
butonequestionremainstothisday:
whichisthebettertemplatetouse,the
plaintextemailortheHTMLemail?

3. HTMLVsPlainTextEmail:ABrief
Overview
Tohelpyouunderstandhoweachof
thesetemplatesworksandchoosewhich
bestsuitsyourmarketingcampaign,we
willbrieflycheckthedifferencesbetween
anHTMLvsplaintextemail.

4. Asitsnameimplies,plaintextemail
involvessimpletextwithoutany
graphicsorformatting.Itisassimple
andasplainasitcanget.
HTMLstandsforHypertextMarkup
Language.Itisthelanguageusedto
createawebpage.Itisaseriesof
codesthatdescribesthecontentso
thatthewebbrowsercandisplay
themcorrectly.

5. Unlikeaplaintextemail,anHTML
emailtemplatecontainsgraphicsand
formatting.Itcontainsstaticimages,
gifs,andembeddedlinks,andthisis
mostlysuitableforbigcompanies
whensendingadvertisementsor
promotionstoconsumers.

6. WhichShouldYouUse?
Whendecidingwhichemailmethod
touse,youhavetoconsiderthe
following:
1.Deliverability
Arguably,themostimportantfactor
inemailmarketingisthatthe
messageshouldreachtheconsumer.
Inthiscase,aplaintextemailhasa
greateradvantage.

7. Givenitssimplicityandlackofhighly
sensitiveimages,gifs,andcodes,itis
morelikelytoendupinaconsumer’s
inboxcomparedtoanHTMLemail,
whichoftenlandsinthespamfolder.
Therefore,ifyournumberonepriority
istomakesurethattherecipientgets
theemailperfectly,thenyoushould
considerusingplaintextemail
instead.

8. 2.Appearance
Howmanyemailsonaveragedoes
apersongetinaday?20,50,or
maybemore?Withthenumberof
emailsapersonreceives,hemost
likelydoesnotopenallofthem,or
ifhedoes,hedoesn’treadmostof
them,especiallyiftheemail
containsaboringchunkoftext.

9. ThisiswhereanHTMLemailwould
beuseful.Withalltheclutterina
person’semail,anHTMLemail
templatewouldhelpyourmessage
standoutbecauseitbecomesmore
visuallyappealing,invitingthe
consumertolookfurtherintothe
email.

10. WithanHTMLemail,youcanalsouse
graphicstohighlighttheimportant
partsofyourmessage,makingsure
thatitgrabstheattentionofthe
consumer.However,justbecausean
emailhasbeendelivereddoesnot
meanthattherecipienthasseenor
readit.Ifyourpriorityistomakesure
thattherecipientwilllookthrough
youremail,youmightwanttousethe
HTMLemailtemplate.

11. 3.WhatAreYourMarketing
Objectives?
Afterthinkingaboutthephysicaland
technicalaspects,youshouldconsider
yourcompanygoals.Whetheryour
goalisfortheconsumertoresonate
withyourbrandortohaveapersonal
connectionwiththeconsumer,oneof
thetwotemplatesshouldsuityour
needs.

12. Ifyouwanttheconsumertoresonate
withyourbrand,thenanHTMLemail
wouldbethebestwaytogo.Inaworld
dominatedbymillennialsandsocial
media,beingcreativeandusingcolors,
images,gifs,memes,andothermedia
suitedtothetargetconsumerpaysoff.
Ithelpstheconsumeridentifymore
withyourbrand,increasingboth
brandawarenessandbrandloyalty.

13. Thinkofanemailorletterfroma
friendorarelative.Itneithercontains
imagesnorgraphics,andyetweread
itbecausewefeelthatitisspecifically
meantforus.Thesameistruewith
emailmarketing.Ifyourgoalisto
makemorepersonalconnections
withyourconsumers,thenplaintext
emailwouldbethebestwaytogo.The
goalistogiveanimpressionthatthe
companywantstohaveaone-on-one,
morepersonal,connectionwiththe
consumer.

14. Therearealotofconsiderationswhen
choosingwhichtemplatetouse.Itis
notalwaysablackandwhitechoice.
Youhavetothinkaboutyourgoalsand
objectives.Doyouneedhelpin
decidingwhichtouseforyour
marketingcampaign?Checkoutour
SEOservices.WeatAdvancedDigital
MediaServicescandefinitelyhelp
choosewhichemailmethodisbestfor
you.

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