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When and tips on how to use plain textual content emails


Don’t overlook plain textual content emails. Typically, they will outperform fancier HTML emails.

Relatively watch? Cool.  🎥👇 

Plain textual content emails are a minimalist marketer’s finest pal. And whereas they’re typically seen as “old style,” text-based emails are nonetheless learn and despatched on a regular basis. You’ve most likely been sending some your self.

So if paring your electronic mail messages right down to their easiest kind, or making your emails readable on gadgets like Apple watches sounds fascinating, hold studying. This text will cowl:

What’s a plain textual content electronic mail?

A plain textual content electronic mail is what it appears like: It’s an electronic mail message that solely contains textual content. There are not any photos or graphics and no formatting. All of the hyperlinks are written out.

Right here’s an instance of a plain textual content electronic mail:

An example of a plain text email.

And right here’s the HTML model of that very same electronic mail:

An example of an HTML email

The distinction between plain textual content and HTML emails

As you possibly can see within the examples above, plain textual content emails appear like… plain textual content. HTML emails look extra like a web site web page, full with a picture, a coloured background, and embedded hyperlinks – all of the visible components most entrepreneurs need to have of their emails. 

Possibly most entrepreneurs, however not all of them. One survey of electronic mail entrepreneurs confirmed that solely 20% of entrepreneurs choose to ship solely HTML emails. 62% choose to ship a hybrid HTML/plain textual content electronic mail, and 16% really choose to ship solely text-based emails. 

Most email marketers send two versions of every email: a plain-text email and an HTML email.

That is in keeping with electronic mail advertising and marketing finest practices. It’s additionally pretty straightforward to do. Nearly all electronic mail advertising and marketing companies let individuals ship two variations of their emails – textual content and HTML. And lots of electronic mail companies will robotically create a textual content model of each electronic mail

When two variations of an electronic mail are despatched (utilizing “​​multi-part MIME format,” if you wish to get geeky), every subscriber’s electronic mail shopper will present both the HTML or the plain textual content model, relying on the settings within the subscriber’s electronic mail shopper. 

For the e-mail senders who expressly need to ship solely textual content emails, many electronic mail service suppliers permit them to arrange their electronic mail marketing campaign so it solely goes out as plain textual content.

For this reason you’re most likely sending plain textual content emails already – as a result of your electronic mail service supplier robotically makes a textual content model of each electronic mail you ship. 

When to make use of a text-based electronic mail as a substitute of an HTML electronic mail

So why do some electronic mail advertising and marketing companies robotically create text-only emails? Is there ever a very good cause to ship solely a text-based electronic mail?

These are all nice questions. 

Plain textual content emails nonetheless have their place. Listed below are 5 causes to make use of them:

  • Plain textual content emails have a smaller file measurement than HTML emails, in order that they load sooner

Textual content-only emails are nice in case your subscribers occur to have a gradual web connection. So… say you’re sending emails to hikers within the backcountry or to individuals in different distant locations. In the event you despatched them a text-only message, they’d be extra possible to have the ability to learn it with out having to attend a very long time for it to load. 

  • Textual content-only emails may be learn on extra gadgets.

Plain textual content emails may be learn by “web of issues” type of gadgets like Apple Watches, and even by apps that may learn individuals’s emails to them whereas they’re driving. 

This additionally means they’re higher for accessibility. For people who rely upon text-to-speech readers, these emails are simpler to be learn aloud for these with imaginative and prescient impairments.

  • Plain textual content emails can have a extra private really feel.

Typically copywriters, coaches, or consultants will ship text-only emails as a result of they need their emails to seem extra private. And a plain textual content message does look extra like a message you’d get from a pal. 

How nicely this tactic will work will rely in your viewers and your copywriting expertise. As soon as all the beautiful photos and design are gone, all that’s left is your copy.

  • Textual content-only emails generally is a good format for transactional emails

One different occasion the place you may see a textual content electronic mail now’s in the event you’ve positioned an order on-line. Not all ecommerce web sites ship text-only transactional emails, however many do. 

You received’t be capable to embody product pictures or social media icon hyperlinks in the event you use a plain textual content electronic mail, however in the event you’re simply getting began with your online business, sending a plain-text electronic mail is an efficient sufficient begin. 

  • Some ecommerce consultants say that “ugly” (aka plain) emails convert higher than “fairly” (HTML) emails

Why? They are saying as a result of ugly emails stand out within the inbox higher. There are additionally studies that ugly emails work higher for fundraising as nicely.

The jury’s out on this – however you may need to take a look at the speculation. Create a split-test of some ugly emails and take a look at them in opposition to your prettier HTML emails. Tell us what you discover out!

Ugly emails sometimes convert better than prettier, HTML emails.

Do textual content emails enhance electronic mail deliverability?

No. However a number of years in the past, there was some dialogue on-line about whether or not or not plain textual content emails improved electronic mail deliverability. In the end, it wasn’t true. 

AWeber electronic mail deliverability professional Chris Wong means that any fear about HTML versus plain textual content electronic mail supply is misplaced. He suggests,

The higher inquiries to ask are the next:

1 – Who’re your subscribers (are they Gmail, Yahoo, and many others, customers, or are they B2B customers)?

2 – Has the consumer subscribed to be mailed and supplied their consent to be mailed, and are they anticipating your messages?

3 – Are the messages being despatched partaking to the consumer or are they being ignored, or worse, customers are complaining about them?  Recurrently have a look at your engagement price tendencies.

There are numerous indicators concerned that contribute as to whether messages go to the Inbox.  Relying on who you’re mailing and the Mailbox Supplier they reside with, that can dictate the place your focus ought to be.  Main Mailbox Suppliers will closely weigh consumer engagement, each constructive and unfavourable.  The evaluation from these may have a robust affect on the place the messages go.   

Be cautious of what’s in your messages as nicely.  After listening to your engagement charges and bounce charges, then verify if any hyperlink domains are blocklisted, or if there are explicit phrases or phrases that is likely to be contributing to spam detection.  This may entail testing your message, attempting completely different variations, in addition to performing split-testing, which may be useful to check topic strains and message content material, offering perception into what performs finest.   

So set that electronic mail advertising and marketing fable apart. There are good causes to ship plain textual content emails, however electronic mail deliverability isn’t one in every of them. 

Methods to make text-only emails look higher

Plain textual content emails may be “dressed up” a bit extra than simply plain textual content. That is particularly essential for scannability and calls to motion.

As you most likely know, most individuals don’t learn all of the copy on a web page (you aren’t the one one who skims!). We will’t cease this conduct, so we now have to adapt to it. Even professional copywriters will make their copy straightforward to scan. 

To make your emails simpler to scan, attempt:

  • One-line or very quick paragraphs
  • Bullet factors 
  • Easy characters to emphasise textual content
  • Placing your name to motion on a line by itself
  • Utilizing a postscript to focus on the important thing message of your electronic mail
  • Often utilizing all caps (please use sparingly)

This textual content electronic mail from electronic mail copywriting grasp Ben Settle employs lots of these finest practices, together with one-line paragraphs, the decision to motion by itself line, and some phrases in all caps.

Many copywriters prefer plain text emails because they appear to be more like a letter to a friend than HTML emails.

Clean up auto-generated plain textual content emails 

So that you most likely have already been sending plain textual content emails, as a result of most electronic mail advertising and marketing companies ship each textual content and HTML variations of each electronic mail.

However have you ever ever checked how your plain textual content emails look?

Typically auto-generated textual content emails get just a little garbled, so it’s not a foul thought to do a fast spot verify of your emails earlier than they exit. You’ll most likely solely have so as to add a number of line breaks, however it should make your emails simpler to learn. That is very true in the event you are inclined to ship HTML emails in a two or three-column structure.

Right here’s how to do that inside an AWeber account. That is the view of the message editor. It exhibits the HTML model of an electronic mail message. To edit the plain textual content model, simply click on on the plain textual content icon within the decrease left-hand nook of the display.

Here's where to click to edit the text-only version of your emails in your AWeber account.

After you click on that, you’ll see the textual content model of your electronic mail. 

It's a good idea to clean up the automatically generated text-only version of your emails.

Even now, plain textual content emails have their place

In order that’s the 411 on plain textual content emails. They deserve extra consideration than they get. Relying in your viewers and your electronic mail advertising and marketing objectives, they could work very well for you. And when you have any outcomes to share about plain textual content emails that outperformed HTML emails, we’d love to listen to about them within the feedback. 





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