[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-html-vs-text-email":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",51497,{"id":24,"name":25},"author-0301142015","Canto","2020-12-02T08:09:18","2025-12-19T13:33:36","HTML vs. text email: How to choose the right format for the job","html-vs-text-email","HTML vs text email – Which to use and why","Do you know what type of email you’re sending? We’ll go over the advantages and disadvantages of HTML vs text emails, so you can make the right choice.","The rise of HTML emails has given marketers a lot of choices. Should marketing emails be sleek, professionally designed works of art, or should they look more like a regular email correspondence? In this overview, we’ll tackle the question of when to use design-heavy HTML vs. text email, so you can weigh the pros and […]","The rise of HTML emails has given marketers a lot of choices. Should marketing emails be sleek, professionally designed works...","\u003Cp class=\"wp-block-paragraph\">The rise of HTML emails has given marketers a lot of choices. Should marketing emails be sleek, professionally designed works of art, or should they look more like a regular email correspondence?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this overview, we’ll tackle the question of when to use design-heavy HTML vs. text email, so you can weigh the pros and cons and decide which format to use for your email marketing.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-are-html-and-text-emails\">What are HTML and text emails?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The HTML vs. text email debate is full of confusing (and often misused) terminology. So let’s clarify a few definitions before we proceed.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Plain text emails\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Plain text emails are emails without \u003Cem>any\u003C\u002Fem> formatting. That means no bold or italics, no fonts, no hyperlinks.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You’ll notice I’ve been using the term ‘text’ emails instead of ‘plain text’ emails. That’s because the HTML vs. plain text email debate was settled years ago, and HTML won. Nearly every email we send and receive today is an HTML email.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-51506 size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"599\" height=\"347\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-outlook.jpg\" alt=\"Screenshot of email draft in Outlook with option to disable HTML for plain text..\" class=\"wp-image-51506\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-outlook.jpg 599w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-outlook-450x261.jpg 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">A true plain text email requires actively disabling HTML formatting.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There are still a few situations that require plain text, like email displays on some smartwatches. For these cases, email programs automatically generate a plain text alternative to every HTML email you send.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">HTML emails\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Many people equate HTML emails with highly polished marketing emails. However, most ‘regular’ emails are HTML emails too. That includes personal email correspondence and quick notes to your coworkers. If your email includes a signature, hyperlinks or the option to change font size, it’s an HTML email.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On the other end of the spectrum are sleek and fanciful designs. HTML is a web programming language, so it’s extremely flexible. In the hands of a skilled web designer, it can produce stunningly visual emails – something that more closely resembles a magazine ad than a traditional email.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"474\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-bellroy.jpg\" alt=\"HTML-rich email examples from Bellroy and Adobe Creative Cloud.\" class=\"wp-image-51502\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-bellroy.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-bellroy-450x356.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Text emails\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">What some people actually mean when they say ‘plain text’ is an HTML email with minimal formatting. For marketing emails, that means a simple design with mostly text and some no-frills design elements like a logo or subheadings. To avoid confusion with plain text emails, we’ll call this type of simple HTML email a ‘text’ email.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--how-html-became-the-standard\">How HTML became the standard\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A decade ago, experts advised caution with HTML formatting, because it wasn’t compatible with certain email clients. Now, email providers have caught up with the times. All major email clients can display HTML emails without any issues.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"446\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-headlines.jpg\" alt=\"HTML emails from Adobe and Sonos that use images and different font sizes.\" class=\"wp-image-51516\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-headlines.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-headlines-450x335.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It’s easy to see why HTML has become the standard for marketing emails. Formatting and \u003Ca href=\"\u002Fblog\u002Femail-design\u002F\">email design\u003C\u002Fa> options have huge aesthetic advantages, allowing marketers to use on-brand colors and dazzling images. Using different font sizes for headings and calls to action makes important information stand out and improves readability.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What’s more, HTML opened the door to one of the biggest benefits of email marketing: \u003Ca href=\"\u002Fblog\u002Femail-analytics\u002F\">email analytics\u003C\u002Fa>. Analytics tools automatically embed tracking links and images in the HTML code of emails, making it easy to track clicks, opens and other metrics for success.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--should-you-use-advanced-html-or-basic-text\">Should you use advanced HTML or basic text?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Since most emails are HTML emails, the question of HTML vs. text email is a bit of a false dichotomy. The real question is \u003Cem>how much\u003C\u002Fem> design and HTML formatting to use in your marketing emails. There’s a whole range of options between size 11 Calibri and glossy, image-heavy design.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-51507 size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"226\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-spectrum.jpg\" alt=\"Screenshots of four emails showing range of HTML richness.\" class=\"wp-image-51507\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-spectrum.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-spectrum-450x170.jpg 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">HTML richness is a spectrum, not an either-or choice.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">What makes sense for your brand?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One consideration in deciding how much HTML formatting is right for your campaigns is your \u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">brand identity\u003C\u002Fa>. If cool, sleek design is central to who you are, your email campaigns should reflect that.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That goes double for product marketing. You’ll never convince someone to buy a sofa or a pair of shoes with words alone. When your main message is that your product looks great, stunning photos are a must.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"474\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-hay.jpg\" alt=\"Highly visual emails marketing Hay sofas and Under Armour sneakers.\" class=\"wp-image-51505\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-hay.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190311\u002Fhtml-vs-text-email-hay-450x356.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">On the other hand, if you’re a B2B marketer cultivating a conservative brand image, a no-frills email campaign might feel old-school in a good way.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In general, glossy HTML-rich emails have become the norm in consumer marketing, but text-heavy emails remain popular in B2B settings.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Regardless of which path you choose, email is a powerful branding opportunity. Even the most barebones campaign should include basic brand signifiers, like your logo and color scheme.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-51503 size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"474\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-branding.jpg\" alt=\"Emails from Starbucks and McDonalds showing on-brand colors and logos.\" class=\"wp-image-51503\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-branding.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-branding-450x356.jpg 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Use logos and colors in marketing emails for unmistakable brand recognition. It’s clear at first glance that these emails come from Starbucks and McDonalds.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">What do your customers prefer?\u003C\u002Fh3>\u003Ch4 class=\"wp-block-heading\">\u003Cstrong>People say they like more design, but the data is murky\u003C\u002Fstrong>\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Email marketing experts have tried to find a definitive answer to the HTML vs. text email question by measuring actual performance data.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s intuitive to assume people will be drawn to emails with more images, and marketing surveys back that up. Two thirds of people say they prefer beautiful email design with lots of images over emails with mostly text.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, preferences only come into play if people actually see your email. One experiment found that including more images in email campaigns reduced open rates. The team behind it theorized that email providers sorting HTML-heavy emails into a separate ‘promotions’ tab were to blame.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"214\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-inboxes.png\" alt=\"Screenshot of Outlook's Focused Inbox feature, which sorts marketing emails into a separate view.\" class=\"wp-image-51518\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-inboxes.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-inboxes-450x161.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">On the other hand, more recent data suggests that too much text can be just as harmful. When Mailchimp analyzed the \u003Ca href=\"https:\u002F\u002Fmailchimp.com\u002Fresources\u002Fdoes-the-perfect-email-template-exist-we-used-data-to-find-out\u002F\" target=\"_blank\" rel=\"noopener\">image to text ratio\u003C\u002Fa> of emails sent through their platform, they found that emails with fewer words per picture almost always performed better.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">So what should \u003Cem>you\u003C\u002Fem> do?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">What do all these conflicting experiments and changing trends mean for you? There is one common thread that provides some guidance: Don’t use too many images or too many words.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Short emails that balance text and images allow you to employ thoughtful, sleek design without massive amounts of HTML coding that might get caught up in spam filtering systems. Plus, short, direct emails are good practice from a communications standpoint anyway.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"361\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190313\u002Fhtml-vs-text-email-apple.jpg\" alt=\"Emails from Apple and Canto that balance text and visual elements.\" class=\"wp-image-51501\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190313\u002Fhtml-vs-text-email-apple.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190313\u002Fhtml-vs-text-email-apple-450x271.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">But don’t just take my word for it. Conduct your own experiments to find out what works best for your audience. Use A\u002FB testing to pit heavily designed email campaigns against more pared down versions with the same message.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Numbers don’t lie. If you see a clear difference in engagement, you’ll have your answer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Differing industry norms and a host of other factors all make a difference. So conducting your own experiments on your own mailing list is always the surest path to successful \u003Ca href=\"\u002Fblog\u002Femail-campaign-optimization\u002F\">email campaign optimization\u003C\u002Fa>.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Technical considerations\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">While HTML deliverability issues aren’t as acute as they once were, faulty HTML formatting will land you in customers’ spam folders – and get your domain branded a suspicious sender.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Complex HTML is more of a gray area with slight risk. It will probably reach most of your customers just fine, but might be cordoned off into a ‘promotions’ or ‘other’ tab in some inboxes. The extent to which glossy, well-designed emails are essential to your brand image – and the results of your A\u002FB testing – should help you decide whether this risk is worth it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-templates.jpg\" alt=\"Laptop with email marketing templates on screen.\" class=\"wp-image-51508\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-templates.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190310\u002Fhtml-vs-text-email-templates-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">One of the many advantages of using a dedicated email marketing tool is that you can be sure your emails are formatted correctly and sent from a trusted domain. This will reduce the chances of raising any red flags with your customers’ spam filters.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--let-s-recap\">Let’s recap\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">While the HTML vs. plain text email debate is long settled, the HTML vs. text email debate is alive and well. Marketers still have to decide just how much HTML formatting is right for them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On one end of the spectrum are emails so bare-bones they might as well be plain text. On the other, HTML masterpieces. Most companies will be best served by something between those extremes – a short email with moderate HTML formatting, on-brand colors and a balance between images and text. That way, each email can be polished and branded, but not overwhelming.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, as with all things email marketing, it’s best let your brand identity be your guide. If you’re still not sure, A\u002FB test a wide range of options and let cold, hard data make the final call.\u003C\u002Fp>",7,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-feature-450x263.jpg","Side-by-side comparison of text-heavy and HTML-rich emails from AP and Google.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190601\u002Femail-click-through-rate-feature-450x263.jpg",50180,"email-click-through-rate","Email click-through rate: One metric to rule them all","What’s a good email click-through rate? How can you get more clicks? Everything you need to know about the most important email metric.","\u002Fblog\u002Femail-click-through-rate\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2016\u002F06\u002F19195543\u002FiStock_80243111_MEDIUM2-450x231.jpg",10743,"manage-assets-content-marketing","How to manage assets for content marketing","The way companies manage assets for content marketing is changing. Businesses need powerful systems to efficiently handle all their assets. Learn more here.","\u002Fblog\u002Fmanage-assets-content-marketing\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-feature-450x263.jpg",50731,"email-analytics","Email analytics: What to measure and why it matters for your campaigns","Click-through rates? Bounces? Unsubscribes? Your guide to the most important metrics in email analytics. 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