Do you send your marketing emails and newsletters as a plain text email that looks like a standard Gmail email, or do you send HTML formatted emails that look more customized with your company’s brand? Have you seen major differences in open and click rates between the two?
Having sent both types of emails, I'd say it depends more about both the content, but also users' expectations.
I don't have much experience in e-commerce but I believe people are more used to receiving full HTML emails with pictures and much fluff.
For my previous startup, I got to try both types, and I noticed that people seemed to prefer standard, text-like email. It made them less salesy/promotional.
So now I mostly send plain text emails, feels more like a conversation than an impersonal newsletter.
Coincidentally, we brought up this exact topic on Friday of last week. We run a platform connecting electricity meters to new homes under construction. When the client opts to open the account in their customer's name, we send an email to the customer inviting them to complete their personal details.
We were sending these in nicely formatted HTML templates and it was being seen as spam/junk and requiring a voice call to follow up the customer, over 80% of the time. In most cases, the customer's email platform had sent it straight to the junk/spam folder and those who hadn't had deleted it.
After some analysis, we found that whilst trying to personalise the email, we had gone too far and it came across as a potential phishing scam.
We restyled the template to feel more corporate and we have flipped the stats with 80% being actioned almost immediately after receipt and 20% requiring a voice call or SMS to prompt action.
We were just about to roll out a text-based email to test if that was the issue, but we have pumped the breaks on that now. I still think that, if that hadn't worked, the best course of action would be to A/B test HTML vs Email and analyse the data.
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