Bulk Email Campaign Text Format

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Marketing Technology
When mailing to a large list (50K+), is it better to mail HTML or plain text emails?

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It depends.

HTML emails can have as high a deliverability rate as plain text emails if images are kept to a minimum, content is high quality, and the subject line is appropriate and not spammy.

In general, it is best to use HTML for bulk emails but also send a plain text version for users who may have HTML turned off in their email inbox preferences.

Sidenote: if you are sending bulk emails to 50,000+ email addresses, it is best practice to break your sends into groups spaced out over an 4–8 hour period rather than sending all at one time. Sending all at once may trigger spam filters on email services thinking that your intention is to spam thousands and thousands of email addresses at one time.

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  • jenjewell99
    HTML is the better way to send bulk email.
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  • TheRealRaven
    If you must send HTML mail, you should always include a text version with it. Any number of recipients will have HTML disabled (as they should), so it won't be seen if it's HTML only.

    And it's not good enough to simply include a link to view content on-line. No one should be clicking links in such e-mails.
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