Email's value as a direct marketing tool is obvious. It's inexpensive, interactive and easy for people to forward to others. That is the question. Two email styles are available today for sending newsletters, advertisements, or other company promotion. The oldest and most popular is simple text.
Many people still use older email software that can only handle plain text.
It chokes on different font sizes or colours. And don't even think about including images. If your readers are using a mix of older and more recently developed email applications, then text based email is a safe choice. Text based email is also easy and inexpensive for new cyber-marketeers to cut their teeth on. There are only few simple conventions to keep in mind.