Use Multi-Part Format in Email Marketing Newsletters

It is very important to use multi-part email formatting when you are composing and sending your email marketing newsletters.  There are several benefits, but the number one (1) reason to use a multi-part email format is to reduce the instances of your email being flagged as spam. If you are sending a plain text-only email [...]

by Jacob Bossly

It is very important to use multi-part email formatting when you are composing and sending your email marketing newsletters.  There are several benefits, but the number one (1) reason to use a multi-part email format is to reduce the instances of your email being flagged as spam.

If you are sending a plain text-only email and have an opt-in email marketing list, you shouldn’t have any problems.  But if you are like most business and organizations who are using opt-in email marketing services to build exposure, you probably want to send out a pretty html formatted newsletter with your logo, various graphics, colors, and other visually appealing qualities.  Sending out an html formatted newsletter is recommended, however, it is important that you also send a text-only / plain text version.

When you send just an html formatted newsletter, many email clients flag the email as spam (as spammers most often send an html only newsletter), or even have difficulty rendering all of the html.  In some cases, the email client will just block all of the images, and show the end-viewer only the text included in your html.  If you include a text only version of your email marketing newsletter, you will have a better chance of passing the “spam-test” of email clients.

For best practice, create your html version of the newsletter, and you copy the body text of the newsletter and use that as the text-only version.  Many email marketing services will even convert the html version to a plain text only version at the click of a button.

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