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According to surveys by [[online marketing]] companies, the vast majority of Internet users can access HTML mail, and a smaller number, though still the majority, prefer it over plain text.<ref name="emaillabs statistics">[http://www.emaillabs.com/resources/resources_statistics.html Email Marketing Statistics and Metrics]</ref><ref name="clickz data">[http://www.clickz.com/showPage.html?page=1428551 Real-World Email Client Usage: The Hard Data]</ref> As HTML mail is more complex than plain text, however, it is also more prone to compatibility issues and problems with rendering consistently across platforms and software.
Many HTML-based GUI [[email client]]s automatically convert common plain text characters, like '''-''' and '''"''', into their proper typographic equivalents, like '''—''' and '''“''', which are not part of 7-bit [[ASCII]]. This can cause translation problems in other users' clients.{{citation needed}} [[Unicode]] supports many such complex characters, but font support issues with Unicode limit the usefulness of this possibility.▼
Some popular email clients do not render consistently with W3C specifications, and many HTML emails are not compliant, either, which may cause rendering or delivery problems, especially for users of MSN or Hotmail.<ref name="emaillabs statistics">[http://www.emaillabs.com/resources/resources_statistics.html Email Marketing Statistics and Metrics]</ref>
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In particular, the <code><nowiki><head></nowiki></code> tag, which is used to house CSS style rules for an entire HTML document, is not well supported, sometimes stripped entirely, causing in-line style declarations to be the ''de facto'' standard, even though they are not optimal from a [[Separation of style and content|semantic web]] point of view.<ref>
[http://www.yourtotalsite.com/archives/online_marketing/not_your_ordinary_html_em/Default.aspx Not your ordinary html email tips]</ref>
▲Many HTML-based GUI [[email client]]s automatically convert common plain text characters, like '''-''' and '''"''', into their proper typographic equivalents, like '''—''' and '''“''', which are not part of 7-bit [[ASCII]]. This can cause translation problems in other users' clients.{{citation needed}} [[Unicode]] supports many such complex characters, but font support issues with Unicode limit the usefulness of this possibility.
== Style ==
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