The first thing you need to do is to indicate that you will be sending html, not plain text. You can do this by setting the content type:
message.setContent(text, "text/html; charset=utf-8");
Once you do this, you can use CSS in your telephoto. Be careful, as not all CSS features are available for your use in the email. See http://www.sitepoint.com/how-to-code-html-email-newsletters/ for more details.
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