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The debate over whether text or HTML is better for email marketing is ongoing. Most business owners and many marketing directors are aggressively in favor of HTML. On the other hand, there are some lead generation and Internet marketing professionals with over a decade of experience that swear by plain text emails for getting the best open rates.

Honestly, it comes down to what is right for your individual business and what has the most power to influence and urge your prospects to action. Different types of people and leads respond to different things in different ways.

So which is right for you? We break each format down so you can choose.

Text

• Plain text emails look more personal and can make the recipients feel as though they are more like friends than customers.
• Works especially well for those using personal branding ; who are building their business around their personal expertise and positioning themselves as a guru in their industry.
• Plain text emails can be cheaper, faster and easier to produce and put out, leaving more resources for focusing on the content of the email.

BUT…

Plain text emails look exactly that: plain. Though you will come across as more personal you risk looking less professional.

HTML

• Looks more appealing.
• HTML emails are easier to read; more professional marketing pieces that make your company seem credible and trustworthy.
• Many business owners and marketers swear that HTML offers higher closing ratios.

BUT…

Due to the widespread use of the HTML format for email spam, they are filtered and tossed in the junk folder more often than plain text emails.