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Conclusion

Marketers have two primary choices when formatting email marketing campaigns: HTML and plain text.  The format you choose depends primarily on your message purpose and readers’ preference.  As a general rule of thumb, any communications normally sent on letterhead by postal mail should be delivered in plain text format by email.  However campaigns that would have otherwise been mailed as a catalog, oversized postcard, or promotional mailer can be delivered in HTML.  To please your subscribers, marketers may survey format preferences, preferably at the time of subscription.  Alternately, campaigns can be delivered as multipart messages, including both formats and delivered based on email client settings.  HTML improves design, layout and visual control, but can also harm your business reputation and brand if prepared improperly.  So embed graphics correctly and use visuals sparingly so they don’t overwhelm or detract from your intended message.

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