Choosing an email format
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The first question is to consider your newsletter's basic format. By far the commonest alternatives are text-only and HTML, though some publishers are beginning to experiment with other formats, such as .pdf.
There are many advantages and disadvantages to text and HTML (see below). But neither format is inherently superior when it comes to generating enthusiasm, impact and influence.
If you're already publishing in one or the other format, then there is no pressing need to change (from the long-term impact and influence viewpoint - there may be other reasons to change.)
If you're still considering the choice, then base it on what fits best with your content, needs, and objectives, and your readers' own preferences .
There are, though, one or two core points to bear in mind...
1. Text-based emails can appear more personal, since, in the words of Nick Usborne in this article...
"Text emails come from individuals. HTML emails come from marketing departments. So if your newsletter is intended to carry the voice and character of an individual, talking one-on-one with the audience, stick with text."
I'd perhaps not be so harsh, but it's certainly harder to establish that personal touch with slick HTML newsletters. At least keep the flashy design under control if you want to keep things at a personal level.
2. Given that readers often have a clear preference for one or the other format, it's best to be flexible and offer a newsletter in both formats. Let people choose between text and HTML when they subscribe to your newsletter, and give them the option of changing their preference later (see Subscriber support).
3. Commercial publishers often choose HTML because it's demanded by advertisers and it gives you more alternatives to play with when presenting offers. Be careful though; HTML seduces many publishers into thinking short-term action, rather than long-term influence.
Advantages of HTML
...you can estimate open rates.
...you can include color, text effects, different fonts, graphics, animations, forms and other interactive elements in your newsletter.
...useful for content suited to graphical presentation (tables, pictures, charts etc.).
...can improve branding and recognition through company logos etc.
...some readers have a clear preference for the HTML format.
...preferred by advertisers, because they gain more creative flexibility.
Disadvantages of HTML
...some readers prefer not to receive HTML emails.
...some readers use email software and services which cannot display HTML email as intended (or even at all).
...emails are often larger in size than their text equivalents, and so can take longer to download, which is a particular problem for readers with a slow connection (such as a wireless connection) or paying per-minute dial-up connection charges.
...often reference images stored online, requiring the reader to be online before the email displays properly.
...some readers are concerned about security issues (viruses).
...can appear impersonal because of the association with commercial emails.
Advantages of text
...simple
...can appear more personal because of the association with one-on-one emails.
...some readers have a clear preference for text-based email.
...low size, so quick to download and takes up less file space.
Disadvantages of text
...imposes limitations on design and presentation (creativity).
...some readers prefer HTML emails.
...impossible to track open rates.
Need more email marketing guidance? Try the email newsletter.