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HTML vs Text
By Peter Martin, President of Cactus Sky
Practical Advice on Campaign Formatting
By Peter Martin, President of Cactus Sky Communications, Inc.
Over the past decade, as the practice of email marketing matured and became an integral part of professional marketing for everyone from small mom-and-pop firms to massive, global corporations, debate has surrounded the issue of formatting. Marketers have two ways they can send email communications, HTML or plain text. But which format should you choose? Several factors affect this decision including readability on popular email clients, spam filtering, message purpose and, of course, reader preference.
But today, most email clients are sophisticated enough to display both HTML or text-based messages. Marketers can also manage the probability of false-positive spam filtering through responsible marketing practice, white list inclusion, and pre-delivery checks offered by email delivery services like Cactus Sky. These factors aside, your formatting decision comes down to two things – message purpose and subscriber preference...
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