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When and How To Use Plain Textual content Emails


Don’t overlook plain textual content emails. Generally, they’ll outperform fancier HTML emails.

Plain textual content emails are a minimalist marketer’s finest pal. And whereas they’re generally seen as “old skool,” 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 units like Apple watches sounds attention-grabbing, preserve 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 consists of textual content. There are not any photographs 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 may see within the examples above, plain textual content emails seem 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 parts most entrepreneurs wish 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% truly 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 line with electronic mail advertising finest practices. It’s additionally pretty simple to do. Virtually all electronic mail advertising companies let folks ship two variations of their emails – textual content and HTML. And lots of electronic mail companies will mechanically 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 consumer will present both the HTML or the plain textual content model, relying on the settings within the subscriber’s electronic mail consumer. 

For the e-mail senders who expressly wish 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 mechanically 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 companies mechanically create text-only emails? Is there ever a very good purpose to ship solely a text-based electronic mail?

These are all nice questions. 

Plain textual content emails nonetheless have their place. Listed here 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 quicker

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

  • Textual content-only emails could be learn on extra units.

Plain textual content emails could be learn by “web of issues” type of units like Apple Watches, and even by apps that may learn folks’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.

Generally 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 properly this tactic will work will rely in your viewers and your copywriting abilities. As soon as all the beautiful footage and design are gone, all that’s left is your copy.

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

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

You gained’t be capable of embody product pictures or social media icon hyperlinks when you use a plain textual content electronic mail, however when you’re simply getting began with your small 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 experiences that ugly emails work higher for fundraising as properly.

The jury’s out on this – however you may wish to check the idea. Create a split-test of some ugly emails and check them towards 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 couple 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. Finally, 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 so forth, customers, or are they B2B customers)?

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

3 – Are the messages being despatched participating to the person or are they being ignored, or worse, customers are complaining about them?  Often take a look at your engagement charge developments.

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 needs to be.  Main Mailbox Suppliers will closely weigh person engagement, each optimistic and unfavorable.  The evaluation from these may have a robust affect on the place the messages go.   

Be cautious of what’s in your messages as properly.  After being attentive to your engagement charges and bounce charges, then verify if any hyperlink domains are blocklisted, or if there are specific phrases or phrases that may be contributing to spam detection.  It will entail testing your message, attempting completely different variations, in addition to performing split-testing, which could be useful to check topic traces and message content material, offering perception into what performs finest.   

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

Find out how to make text-only emails look higher

Plain textual content emails could be “dressed up” a bit extra than simply plain textual content. That is particularly vital 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 are able to’t cease this conduct, so we’ve got to adapt to it. Even professional copywriters will make their copy simple 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
  • Sometimes utilizing all caps (please use sparingly)

This textual content electronic mail from electronic mail copywriting grasp Ben Settle employs a lot 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 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?

Generally auto-generated textual content emails get a bit garbled, so it’s not a nasty concept to do a fast spot verify of your emails earlier than they exit. You’ll most likely solely have so as to add a couple of line breaks, however it would make your emails simpler to learn. That is very true when 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 reveals 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 screen.

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 objectives, they could work rather well for you. And you probably 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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