This put up was up to date on March 19, 2019. It was initially revealed in April 2018.
When e-mail entrepreneurs sit right down to create an e-mail, they’re usually crafting a designed, HTML message that features punchy graphics, daring fonts, shiny colours, and hyperlinks.
And let’s face it – we speak so much about HTML emails on this weblog and how one can code them to look lovely.
However there’s one other world of e-mail on the market. A black-and-white world of simplified type, primary fonts and URLs which can be typed out. That’s proper – we’re speaking about plain textual content emails.
What Is a Plain Textual content Electronic mail?
A plain textual content e-mail is because it sounds: It’s a easy e-mail message that solely consists of textual content. There are not any photographs or graphics and no formatting. You’ll additionally discover all of the hyperlinks are written out.
Right here’s an instance of a plain textual content model of our March 2019 publication:
Not fairly, proper? Nonetheless, there are nicer methods to make use of plain textual content emails, comparable to in easy, one-to-one correspondence. Does it look boring? Sure. However, typically boring will be helpful.
Do I Need to Ship a Plain Textual content Electronic mail?
Normally, you ought to be sending a plain textual content e-mail alongside along with your HTML e-mail. Sending each an HTML and a plain textual content e-mail collectively is called multi-part Multipurpose Web Mail Extensions (MIME).
Most e-mail service suppliers (ESPs) have the power to transform HTML to textual content for you, so you’ll be able to embody a plain textual content e-mail alongside your HTML model.
You don’t have to fret about each variations displaying up on the identical time – the person’s e-mail shopper will choose the HTML or plain textual content model based mostly on the subscriber’s preferences and the e-mail shopper’s settings.
Attain
Some subscribers might specify that they need to obtain textual content solely e-mail. Different occasions, the e-mail shopper might not have the ability to render the HTML e-mail. In the event you solely ship an HTML model, these subscribers received’t have the ability to view your message.
Deliverability
Together with plain textual content model might assist enhance your probabilities of making it to the inbox and never the spam folder. Some e-mail shoppers (ahem, Gmail) might flag your HTML e-mail if it doesn’t have a plain textual content model together with it.
If you wish to double-check your deliverability, don’t neglect to run a spam check earlier than sending the e-mail.
Sending solely a plain textual content e-mail might also assist get your e-mail in Gmail’s predominant inbox, versus the “Promotions” tab (though, to be trustworthy, touchdown within the Promotion tab isn’t all dangerous). As famous on this Chamaileon weblog put up, image-filled HTML emails usually tend to wind up within the Promotions tab, as a result of it resembles messages sometimes despatched by retailers. The shortage of formatting in a plain textual content e-mail seems extra like a private message, giving it a greater probability of touchdown in a subscriber’s predominant inbox.
What Different Methods Can I Use Plain Textual content Emails?
You most likely hear so much about how e-mail is a one-to-one advertising and marketing channel; it is among the few methods we will talk straight with a person subscriber or buyer (versus a widely-broadcasted Tweet or show advert).
A textual content solely e-mail can play into this personalised really feel as a result of it seems to be like an e-mail coming from a person, reasonably than an organization or model. This one-to-one impression might enhance your subscriber engagement. Nonetheless, understand that you received’t have the ability to monitor open charges or use click on monitoring with plain textual content emails.
Plain textual content emails are additionally nice for transactional emails – a fast message confirming a purchase order or motion by the subscriber.
An Different to the Conventional Plain Textual content Electronic mail
What if you wish to have the non-public really feel of a plain textual content e-mail with out the restrictions? The answer is a simplified HTML e-mail.
A simplified HTML e-mail will be made to appear like a plain textual content e-mail however can nonetheless embody some minor HTML parts like hyperlinks. It can additionally permit you to monitor opens and clicks.
Right here’s an instance of a easy HTML e-mail that appears like a plain textual content message:
In some instances, your ESP might have already got a number of simplified templates prepared so that you can use. These textual content solely emails work nice for a fast check-in or for those who’re in search of suggestions out of your subscribers.
Relying in your ESP, HTML-based emails will even provide the capacity so as to add dynamic content material to your emails, which arguably provides much more personalization than a plain textual content e-mail.
Are Plain Textual content Emails Proper for Me?
We’ve stated it many occasions earlier than, and we’ll proceed saying it so long as we will: It’s necessary to check your emails and monitor engagement to see what works finest in your subscribers. Once you’re contemplating HTML vs. plain textual content emails, do not forget that what works for one e-mail might not work for an additional; as you most likely know, a lot of e-mail advertising and marketing is about trial-and-error.
Actually, HubSpot did an experiment the place they in contrast wealthy textual content vs. plain textual content emails they usually discovered extra subscribers partaking with the plain textual content model of the e-mail.
If you wish to keep away from a few of the trial-and-error, begin by speaking to your subscribers. Ask them what kind of e-mail they like or solicit suggestions on messages or campaigns – getting these opinions and preferences can provide you a leg-up in your subsequent e-mail sequence.
What have you ever skilled on this planet of plain textual content e-mail? Have you ever seen success? What use instances do you advocate? Tell us within the feedback beneath or hit us up on Fb or Twitter.
It Could Be a Easy Textual content Electronic mail, nevertheless it Doesn’t Imply You Ought to Skip Testing
Whether or not you’ve a plain textual content e-mail or an HTML-rich masterpiece, it’s essential to check your e-mail each time. Small HTML code and design modifications can look utterly totally different from one shopper to a different. Electronic mail on Acid will prevent time and allow you to ship higher e-mail campaigns by letting you preview your e-mail on greater than 70 e-mail shoppers and gadgets.
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Writer: Melanie Graham
Born and raised in New England, Melanie has a background as a author, editor and journalist. After roaming the U.S. as an knowledgeable vagabond, she’s landed in Denver as Electronic mail on Acid’s content material supervisor. She’s a music nerd at coronary heart who loves spending time on the piano.
Writer: Melanie Graham
Born and raised in New England, Melanie has a background as a author, editor and journalist. After roaming the U.S. as an knowledgeable vagabond, she’s landed in Denver as Electronic mail on Acid’s content material supervisor. She’s a music nerd at coronary heart who loves spending time on the piano.
