Previously, a lot of us were told to go for "text based" emails when we are sending broadcasts when we do our email marketing campaign.
This was the advice dished out in 2003, and along the years, I have followed the same.
But obviously, the email marketing landscape has much changed since then. Now, there is more smartphone users, and more desktop bounds laptops are compliant and able to receive HTML based emails more better than when it was 2003.
I personally have since moved from simple text emails, and now do a hybrid version with my email campaign.
I have a basic "header" and write my message still as a "text", and only do basic formating such as 'bolding', and 'italics', hyperlinking etc.
I don't do attachment (i provide links to download) , I keep images down to a minimum (none at most times), and links are hyperlinked to "action words".
I also provide a basic "Text" based format as well just in case (this usually takes 2 minutes to edit from the HTML version)
... And I notice more sales this way-rather than just do basic texts as what I was taught before.
So, what is your take on this?