Jeff Wilkin

by Ivan Levison To use HTML e-mail, or not to use HTML e-mail? That is the question e-mail marketers are asking themselves these days. And with good reason. No complete studies, to my knowledge, have been published on whether the plain-text or HTML format works best. The anecdotal evidence is often contradictory. Let me give you an example of what I mean. I contacted two friends who are experts in the field of e-mail marketing. Here is what they had to say: "Generally, HTML e-mail results are superior to plain text ... it definitely makes sense to use HTML," says Jeff Wilkin, formerly the CEO

To use HTML e-mail, or not to use HTML e-mail? That is the question e-mail marketers are asking themselves these days. And with good reason. No complete studies, to my knowledge, have been published on whether the plain-text or HTML format works best. The anecdotal evidence is often contradictory. Let me give you an example of what I mean. I contacted two friends who are experts in the field of e-mail marketing. Here is what they had to say: “Generally, HTML e-mail results are superior to plain text … it definitely makes sense to use HTML,” says Jeff Wilkin, formerly the CEO of MarketModels,

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