One offer, two ways to present it
HTML layout
A banner, visual groups and a clear button
Road, rail and air freight, plus storage and customs support.
Plain-text layout
RECOMMENDEDFIRST TEST
Just the message, without images or visual effects
Hello,
We can arrange road, rail and air freight for your business, including door-to-door delivery, storage and customs support.
The larger your shipment, the better the rate. For an estimate, reply with the route, weight and volume.
If you have any questions, reply to this email and we will help.
If this offer is not relevant, reply “unsubscribe”.
Start with a clear, simple message
Short paragraphs put the offer first and resemble a personal business email. Avoid decorative fonts, excessive color and images that do not help explain the offer.
Results depend on your audience and message. Compare responses and enquiries from both formats before choosing a winner.
Why use images sparingly?
Images may be hidden
Some email clients do not load them automatically. The message should still make sense.
Image-heavy email adds risk
Emails made mostly of images may raise spam-filter concerns.
Design can distract
Too many banners, colors and fonts make the main point harder to find.
ⓘ Images do not automatically send an email to spam, and plain text does not guarantee inbox placement.
Format comparison at a glance
| Criteria | HTML layout | Plain-text layout |
|---|---|---|
| Appearance | Colors, content blocks, images and buttons | Words and paragraphs |
| Preparation | Needs layout work and rendering checks | Faster to prepare and revise |
| Without images | Key details must remain readable as text | The full offer is available immediately |
| Best for | Catalogues and visual product presentations | A short, direct business offer |
| Results | Measure replies and enquiries | Measure replies and enquiries |
ⓘ HTML can also be a simple, text-focused layout without images.
Before you send
- The offer is clear from the first lines
- Contact details and links work
- There is one main call to action
- Recipients can opt out
Need help preparing your email?
Send us your offer and website link. We can help choose a format and prepare the layout.
Adapted in English from the original StandartMedia guide.