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There's not a single time when I wouldn't prefer receiving plain text instead. I disable all e-mail images by default for every sender anyway, so these little marketing brochures always look like broken messes.

Having a plain text option is definitely an important part of email marketing. I still enjoy receiving HTML emails from certain companies and people - its usually an interesting web design niche and there are some cool designs out there.

To each his own, but HTML email marketing is still a BIG business.

Yep. Since I keep my email pretty organized and filtered, a lot of the times I actually do look at what emails make it to my inbox.

On a side note: Newegg does e-mail marketing perfectly, IMO.

Very good article. I find it's just as important to know this type of "backwards" technology as it is the latest in HTML5.

Email marketing is still a huge part of business and it's amazing how many people and companies do it wrong, i.e one huge image, poor support for Outlook, etc.

And yes, plain text is easier and more consistent, but it doesn't always work better. A lot of times you're going to get better conversions from sending someone a nicely styled HTML email than you are with plain text.

The Littler Guide to HTML Email:

Don't.

The Little Guide to HTML Email