This is a “loaded” topic to say the least. There is simply no easy answer. HTML emails have higher read and clickthrough rates. But that is based on the industry as a whole, and not the desire of each individual user. Personally, I prefer text-based email with a link to the HTML version. But others prefer the opposite. So I suggest you give your subscribers as much control as possible to determine how they want to receive your emails. A few points to consider:

• Always offer subscribers a text-based version of your email.

• For text-based emails offer a link to a Web-based version they can easily access.

• On your Web site sign-up page give them the option to choose either HTML or text.

• On your website, provide samples of your HTML emails so people can judge for themselves if it