HTML, or Hyper Text Mark-up Language, is a computer development language that is used in the creation of Web pages. Additionally, it can be implemented in email form, allowing you to send an email that includes elements other than plain text.
Using HTML, you can create and include unique layouts for your email. This helps organize your information in a way that is easy for viewers to comprehend. Long plain text emails can bore readers, so spacing the information presented to them using a table or other layout can help focus their attention and increase your conversion rate.
In order to include an image in a plain text email, you must attach the file to the email and the reader must open the file separately. With HTML, you can place the image directly in the text, so that it displays as soon as the email is open. Many people do not open email attachments due to potentially harmful attachments, so your image is more likely to be seen using HTML.
With HTML, adding a form to collect data from readers is simple. People receiving your email can input whatever data your form requests. This is extremely useful for purposes such as surveys and direct communication with customers. Simply by typing their information into the form and submitting it, the details will be sent directly to you without them ever having to leave their email in-box.
Plain text emails cannot include hyperlinks to other pages without the use of programming code. HTML can create links to other pages directly in your email, without readers having to open their Internet browser and copy the URL to visit the desired page. For example, your link would appear as heating Toledo. A clickable link captures your readers’ attention and will likely lead to more people visiting the target page.
Specialized HTML code can be added to your email in order to track the number of people actually opening the emails you send. This is invaluable in researching your marketing strategy, as it gives you real time data about how often the messages are read and how long the message is displayed.