Do you send your newsletter out in HTML? If so, chances are that it landed in my “junk mail” folder. I use Outlook and it just decides that anything that has a whiff of marketing in it… PLONK!
Not only that, but it strips out the HTML and turns off the links.
Now, I’m not a huge fan of Outlook, but I need to use it for the scheduling. It’s how my company appointments are set up and such, and so I use it.
But think about this: If your HTML message lands in my junk mail folder, it better be something pretty incredible for me to want to mess with turning the HTML back on and getting the links to work. How many people do you think will?
Text. Use plain text.
Just try a split test and see what works better.
I’ll bet you’ll be surprised.