Whether to use HTML or not – is a big question for most email marketers. A well-designed HTML email gets subscribers’ attention and gives better results.

Marketing Land columnist Len Shneyder has shared some useful insights on using HTML in email campaigns. Shneyder has also shared some best practices for B2B email marketing.

Shneyder says, “This faulty habit of eschewing HTML due to unwarranted concerns around deliverability and B2B audience expectations plagues many marketers. Here’s the case for why employing HTML in B2B emails is unequivocally the right choice, along with some other B2B email marketing best practices peppered in for good measure.

Harness the power of HTML

For starters, you can code an HTML email so that it looks and feels like plain text without missing out on beneficial HTML elements, such as hyperlinks and calls to action that offer a baseline level of interactivity with the content of your emails, ultimately generating more leads and sales conversions.

Additionally, HTML allows you to include unsubscribe options, a crucial component for many B2B emails. Giving B2B recipients the ability to unsubscribe prevents them from marking your messages as spam or going to their IT departments and requesting that your domain and IP range be blacklisted”.

B2B emails: To HTML or not to HTML?

Marketing Land

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