Offer Both HTML and Text Email Formats

HTML is the abbreviation for HyperText Mark-up Language. HTML coding allows you to make your emails more persuasive by using fancy fonts, larger text, colors, and graphics.

Bulk email sent in HTML format generates higher response rates than bulk email sent in text format - unless the recipient can't view, or doesn't want, HTML-formatted emails.

When given the option, approximately 15% of your subscribers will request to receive email from you in text format. That rate might be higher if you have a lot of subscribers who register with their work email address.

When in doubt, use email software that can "sniff" whether the recipient can accept HTML-formatted emails. If so, deliver compatible HTML to them.