Alice Designs - HTML verus content - which one is more important?

So many e-newsletters are designed using HTML it is now assumed this is the norm. But does HTML contribute to your newsletter getting more likely to read?

The e-newsletters I most enjoy reading (which seem to be published by successful businesses) are quite plain, just with a logo and a few pictures. Content takes precedent over design, with a highly relevant message combined with a call-to-action. Frequency depends on whether they have a valid point to promote or publicise, and always contain important information, impelling action points, contextual links to relevant landing pages, unrefusable special offers, good business or lifestyle advice, and clear, noticeable contact details.

To repeat myself, does content take precedent over design?

Now consider your own e-newsletters (if you send one). Are you a successful business and has the style of your newsletter influenced this? How impelling is your content, eg is it lively, entertaining, relevant, newsworthy and well written? Does frequency of distribution depends on a proper purpose and are calls-to-action included? Do you have a healthy readership and are you monitoring this?

My call to action? I have three – send this email to at least three friends who would be interested, visit my website to find out more, and if you have any comments or questions, make contact!

Related stories:
	The Trials and Tribulations of the E-Newsletter
	Does your e-newsletter measure up?
	What makes a good newsletter?