I have recently learned the benefits and importance of sending a text-only follow up email message. The purpose is to capture the attention of people who received the original HTML email but did not open it. By doing so, you can extend the reach of your email marketing campaign to people who only set their inboxes to read text, those who may be visually impaired, and mobile users.

A good question was posted by a reader about how to collect the email addresses of an existing client base in ways that comply with federal laws, and let’s add, ISP best practices. Many businesses have an established client base, but don’t have the email addresses of many of their customers. Today, it’s common for businesses to want to gather client email addresses so they can communicate with customers by email.