When you create an email campaign you can choose to send it in either HTML or Text format. HTML emails are aesthetically much more pleasing. They are easier to read and can include images. They have a higher impact and can be much more effective in delivering your messages to your customers. Only HTML emails can be reported on. Statistics such as who opened your email and which links they clicked on only pertain to HTML email campaigns. These statistics are not available if you send your email in Text format. Keep in mind unsubscribe and bounced reporting is available for both HTML and Text emails. More