There is some debate over whether the traditional “text only” or the newer HTML email is superior.  Each has its proponents. “Text only” devotees argue that since most personal email is in that format, email marketing should be done that way, too.  They argue that HTML email literally screams "advertisement".  

On the other hand, HTML email has some advantages … the ability to include graphics, and the fact the result can be visually  pleasing, chief among them.  Many newsletter publishers use HTML format to "jazz up" and dazzle their subscribers.

One big advantage of HTML email is that most autoresponders can track the “open rates” of HTML email, whereas “open rates” cannot  be tracked for text messages.  Another is that you can "mask" links, in the same way you would on a web page.

It would seem you have to choose one or the other format, but it is possible to have the best of both worlds. How?

Create an HTML email that looks like text. You can still include graphics, and have the chance to track your “open rates”, but you don’t suffer the drawback (if there is one) of turning off some of your readers with your flashy “web page within an email”.

Here’s what you do. Create a table that is 65 characters wide (you DO break your lines there, don’t you?) and put your content inside it, using a standard email font such as Courier, Times New Roman, or Arial, using black type on a white background. Include any graphics or links that you care to.

The finished product is then sent as HTML email. It looks exactly like a text email at first glance, except for any graphics or links that you included. Most people will probably never notice that it isn’t a standard email. A few may think you are pretty clever for being able to get that graphic inside an otherwise conventional email.

The big advantage for you is the ability to track your open rates and include those graphics and links. You can even mask your affiliate links, if you’d like to. Limit yourself to one graphic, though, or you’ll run the risk of triggering a spam filter, and keep in mind that the mere fact your email is HTML will earn you fractional points from the spam filters.

Maybe you, like most email marketers, still prefer to send the standard “text only” email, but have wanted a few of the major advantages of HTML …

Now you can have the best of both worlds.