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Thanks Anuj, yeah I agree, gratitude is such a huge one here! Showing thanks and being genuine about it is good business. :)
""Happiness Isn't the Absence of Negative Feelings," gratitude is a positive emotion that boosts happiness." - aka people are happy when things just work 'cos they're table stakes - after which the hard work of blowing people away starts.
Nice way of looking at this as a "framework" when thinking about what you need to optimize for first.
Yes, it depends on what industry your company is in but also what email are you sending (is it a newsletter or welcome email and so on).
My rule of thumb on this is:
1. If it's an email that the reader would expect to receive from a human, it should be plain text. Outreach emails, feedback inquiries, even onboarding emails. If people would (or could) expect that a human wrote the email, send it plain text. Even if you have automation in place, it makes it feel more like it was crafted by a human - which it was! So don't lose that "voice" by burying your message or your copy in an HTML template.
2. If it's an email that the reader would expect to receive from a system, it should be HTML. Automated invoices or recurring payment notifications, system notifications, account notifications, etc. - the things that people know come from an automated system. This is where it's a good opportunity to throw in some (tasteful) branding and give that feeling of "professionalism". People know a human didn't (and wouldn't) send these by hand, so don't pretend they did. Own it and wrap it up in a nice, tasteful, professional looking HTML template that gives them the feeling of confidence in your business.
Anyone outside of geeky tech industry should stick to good-looking, mobile-first HTML emails! :)
This really depends on the industry you are in. If you are a travel company and want to send email on price change of a ticket, it is better to be in html template with markety subject line.
However when I am pitching for some thing - feedback, leads I ve found text emails to work better. When I say text email, the subject line also will be less flashy and looks like a 1 - 1 email. eg: reg matters discussed. And it does not look related to put an html template inside this.
This article doesn't make sense to me. The author observes that HTML emails have significantly lower open rates than plain text and claims that it does not have to do with filtering or clients not loading images, but rather that subscribers are "looking for what feels like a 1-to-1 interaction." ...But how does a subscriber know what is inside an email without opening it first?
I stick to plain text email, I've had open rate well over 70% by using bulk email messaging platforms such as MixMax.
I think this depends on what industry your company is in.
I do this all the time. I even created a Google Spreadsheet addon that does exactly that you can check it out here https://chrome.google.com/webstore/detail/company-domain-match/congmmicnnpkkcmnifodnnfnhgcmepnj I believe it's what you are looking for :)
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