To my surprise, the choice between using or not using HTML for B2B emails still seems to be a source of serious debate among marketers. “Because we’re dealing with B2B buyers, and they expect direct, one-to-one emails.

And plain text gets around filters because filters don’t like images.” “Not really, and that’s certainly not what I get in my inbox, either.” This faulty habit of eschewing HTML due to unwarranted concerns around deliverability and B2B audience expectations plagues many marketers. Here’s the case for why employing HTML in B2B emails is unequivocally the right choice, along with some other B2B email marketing best practices peppered in for good measure.

For starters, you can code an HTML email so that it looks and feels like plain text without missing out on beneficial HTML elements, such as hyperlinks and calls to action that offer a baseline level of interactivity with the content of your emails, ultimately generating more leads and sales conversions. Additionally, HTML allows you to include unsubscribe options, a crucial component for many B2B emails.

Giving B2B recipients the ability to unsubscribe prevents them from marking your messages as spam or going to their IT departments and requesting that your domain and IP range be blacklisted. If you’re worried about your emails looking too busy or frou-frou and scaring off B2B recipients, take the “Goldilocks and the Three Bears” approach to branding: not too hard, not too soft, juuuust right.

Truly, all you need to include in B2B emails is a logo in the signature and maybe in the header to keep them simple and effectively brand your company and conversation. Branding an email just right and not overdoing it will ensure the focus remains squarely on the content in the body of the email. Read more from…

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