There is a lot of debate over which email format is better, text or html.  Text supporters site small files and less chances of filtering.  HTML supporters site better layouts and superior conversions.  Like most things, there are pros and cons to both.  Truly superior email marketing campaigns don’t make a choice for recipients, they let recipients choose their preference. 

An email marketing campaign is a series of emails.  Don’t try to fit too much into a single communication.  Focus on one small offer or one small topic.  The other things you want to cover should be laid out in other communications in the campaign.  Each email in an email marketing campaign should have a singular focus and should add