>If everyone started sending marketing emails like this, then they would start looking like advertisements, they would feel less personal, spam and "promotional" filters would adapt, and you'd be back to square 1.
True, but this is the case for every other marketing technique also. There will never be one permanent "best" way to get the most attention from readers for exactly this reason. The article does seem to miss this aspect. Plain email is currently probably a reasonable move in certain cases, in the ongoing dance of trying to get things read.
I do agree, though, that using plain email to avoid being filtered as a promotional message is not a respectful out very useful angle. I'd prefer to receive lightly formatted newsletters that work fine on mobile and were identified as marketing on my devices.
True, but this is the case for every other marketing technique also. There will never be one permanent "best" way to get the most attention from readers for exactly this reason. The article does seem to miss this aspect. Plain email is currently probably a reasonable move in certain cases, in the ongoing dance of trying to get things read.
I do agree, though, that using plain email to avoid being filtered as a promotional message is not a respectful out very useful angle. I'd prefer to receive lightly formatted newsletters that work fine on mobile and were identified as marketing on my devices.