Zrinity Email Marketing Blog

HTML is better for several reasons including visibility, appearance, usability through links, and tracking. As a customer of other companies, you probably also prefer HTML to a rich text format simply because it allows you to do more. However, research has shown that customers have a higher response rate to companies that utilize HTML simply because it appears more professional and as though an investment is being made in that customer. As we’ll discuss more in the section below, HTML formatting is also the only way that you will be able to track open rates and click-throughs, which are critical to campaigns such as these.

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