What is a Plain Text Version in Email Marketing?
A plain text version of an email is a simple, text-only version of your email that does not include any HTML, images, or rich media. It is important to include a plain text version alongside your HTML email to ensure better deliverability and accessibility.Why Should You Include a Plain Text Version?
Including a plain text version in your email marketing campaigns offers several benefits:1. Improved Deliverability: Email clients and spam filters often check for a plain text version. Emails without it are more likely to be marked as spam.
2. Better Accessibility: Some recipients may prefer or require plain text due to their email client settings or personal preferences.
3. Compatibility: Not all email clients support HTML emails. A plain text version ensures that your message is accessible to everyone.
4. Enhanced Readability: Plain text emails can be easier to read, especially on mobile devices or with screen readers.
How to Add a Plain Text Version?
Most email marketing platforms allow you to create both HTML and plain text versions of your email. Here’s a general approach:1. Create Your HTML Email: Design your HTML email with all the necessary elements.
2. Generate Plain Text Version: Many platforms automatically generate a plain text version from your HTML email. However, you should review and edit it to ensure it reads well.
3. Manual Editing: If your platform doesn’t generate a plain text version, you can manually create one by stripping out all the HTML and formatting your content accordingly.
4. Test Both Versions: Before sending your campaign, test both the HTML and plain text versions to ensure they are properly formatted and convey the intended message.
What Should Be Included in the Plain Text Version?
A plain text version should include:1. Important Links: Ensure that all important links are included, even though they won’t be hyperlinked in plain text.
2. Contact Information: Include your contact information, just as you would in the HTML version.
3. Unsubscribe Link: Make sure the unsubscribe link is present and easily identifiable.
4. Readable Content: Ensure that your content is easily readable without any HTML tags or complex formatting.
Best Practices for Plain Text Emails
To create an effective plain text version, follow these best practices:1. Keep It Simple: Avoid unnecessary characters or formatting. Focus on clear and concise text.
2. Line Length: Limit line length to around 60 characters to ensure readability.
3. Use Plain Text Email Layout: Use line breaks and spacing to create a logical structure.
4. Test Across Platforms: Test your plain text email across different email clients to ensure it displays correctly.
Common Questions
Q: Do plain text emails affect email open rates?
A: Plain text emails themselves do not directly affect open rates, but they can impact deliverability. Better deliverability can lead to higher open rates.
Q: Can I add images in plain text emails?
A: No, plain text emails do not support images. Any visual content should be described textually.
Q: How do I track engagement with plain text emails?
A: Tracking engagement with plain text emails can be challenging, but you can use unique URLs or trackable links to measure clicks.
Q: Are plain text emails mobile-friendly?
A: Yes, plain text emails are generally more mobile-friendly as they adapt easily to different screen sizes without complex formatting issues.
Q: Should I always include a plain text version?
A: Yes, it is a best practice to always include a plain text version to improve deliverability and accessibility.
Conclusion
Including a plain text version in your email marketing campaigns is essential for ensuring that your emails are accessible, deliverable, and readable across all email clients and devices. By following best practices and understanding the benefits, you can enhance the effectiveness of your email marketing efforts.