Emails can be sent as either a graphically based HTML template or as plain text. But what are the benefits of each method? In this article the focus is on HTML emails, but look out for a future article on plain text emails, coming soon!

So here are 5 reasons why HTML templates work:

1. Better Response Rates - It’s been proven many times that HTML newsletters outperform plain text emails. In most cases, they are much easier to read and offer information in an attractive way. Aside from a captivating subject line, the other thing that grabs the attention of readers is an image. When a recipient opens your email, you have a fraction of a second to capture their attention before they immediately delete it. The use of eye-catching graphics and colours make your email more compelling than plain text.

2. Attractive Content - HTML gives you the option to dress up your content. You can select the font type, font colour, link colour and background colour. By adjusting the formatting of certain text, you can draw attention to the most important information of your email message. You can also include images as well as other multimedia such as videos and audio. These elements help enhance user engagement in your email marketing.

3. More Layout Options - There are no formatting capabilities in plain text emails, meaning your content runs from top to bottom, all in one column. In an HTML template, you can have multiple columns for your newsletter. This allows you to position content and graphics wherever you want –along the top left, bottom right, etc. You can put your important content in colourful ‘call out’ boxes to draw more attention to them. HTML also allows you to create graphical ‘call to action’ buttons and position them wherever you want.

4. Branding Opportunity - By using an HTML template, you can brand your newsletter with your company logo and corporate colours, so recipients recognise your brand as soon as they open your message. This ensures that brand consistency extends into your email marketing. A well designed company newsletter template should carry a similar look and feel as the company’s website and blog. A properly branded newsletter can convey your company in a professional manner, which will increase your credibility with readers.

5. Ability to Track Click-throughs - HTML newsletters allow you to create ‘call to action’ buttons with hyper-links; text with embedded hyper-links (i.e. click here); images that hyper-link etc. This allows you to track click through rates and determine the effectiveness of each link channel. Plain text emails don’t have any formatting or linking options. Of course if you provide the full URL, and if it is unique to the email, you can track how many use it. But without formatting capabilities the chances of your readers copying any links into a browser are very slight.

So what about plain text emails? There is no debate on whether you should send one or the other, you must send both. So my next article will cover the benefits of plain text emails and explain a bit more about why both are necessary.