Best of the inbox: deciding plain-text vs HTML, per send

Best of the inbox: deciding plain-text vs HTML, per send
It's not a religion, it's a per-campaign call. Here's the decision framework worth saving.

🧪 Default
— Lean plain-text for relationship + affiliate sends — it dodges Promotions, loads instantly, and reads personal. Higher reply rates, consistently.
— Reserve rich HTML for product showcases — when the visual IS the pitch (e.g. a deal grid), the design earns its weight.

🔧 Hybrid
— Always include a real multipart text version — HTML-only mail looks like spam to filters. Non-negotiable.
— Cap images and total weight — under ~100KB, image-to-text balanced, or you trip bulk-mail heuristics.

📊 Decide
— Split-test format on your own list — placement and clicks differ by audience; let data pick.

Why these picks: they frame format as a deliverability lever, not an aesthetic preference.

Saved you ~2 hours of template debate.