To anyone who have asked themselves similar question … I would highly suggest doing a split test email. My results firmly pointed me into direction of using multi format, i.e. text email, with HTML option for supported clients. I did a 33-33-33 split emailing, with text, HTML that looks like text but with some highlighting and text modification options and HTML only mailer.
- While HTML mailer sure looks pretty, I had less then 1% open that email and NO clicks.
- Text didn’t allow me to see open rates but it produced less clicks then my second option.
- HTML text – performed the best for me.
Your results might vary but I know what I’m sticking with …