“Over the course of 5 different email drops, we have found text emails to do the following:

  • Roughly the same open rate as HTML emails
  • 11% higher click to open rates (95% statistical significance)
  • 8% higher click through rates (86% statistical significance)

 

When we rerun the numbers solely looking at unique offer clicks, the data strongly favors text-based emails. Text emails show the following performance:

  • Roughly the same open rate as HTML emails
  • 21% higher unique click to open rates on the offer link (100% statistical significance)
  • 17% higher unique click through rates on the offer link (99% statistical significance)”

Read the full article at: blog.marketo.com