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In the HTML vs plain text battle, it may seem that the plain text won. At least from the marketers’ perspective, these appear to drive more engagement and conversions. Indeed, I’ve given you a bunch of data to support this claim, yet I wouldn’t say it’s a hard-and-fast rule. Simply, email campaigns are an ever-evolving job and sometimes they appear to have a mind of its own. Therefore, you need to continuously analyze the audience engagement metrics to tailor the email strategy. And your goal should always be to ensure the strategy aligns with user expectations to maximize campaign effectiveness.
