What is a Backup Copy in Email Marketing?
In the realm of
email marketing, a backup copy refers to a plain text version of your HTML email. This is an alternative format that ensures your message is delivered and readable even if the recipient's device or email client cannot properly display the HTML version. While often overlooked, having a well-crafted backup copy can significantly impact the
effectiveness of your email campaigns.
Why is a Backup Copy Important?
Not all email clients support HTML emails fully, and some may block images or CSS by default. A backup copy guarantees that your message can still be delivered and understood in these scenarios. Additionally, a plain text version can help improve
deliverability by reducing the likelihood of your email being marked as spam. It is also crucial for ensuring accessibility, as certain users may prefer or require a text-only format.
Keep it Simple: Focus on the core message of your email without any formatting or visual elements.
Include Important Links: Ensure all critical
links are included and are clearly labeled to guide the reader.
Use Clear and Concise Language: The backup copy should be easy to read and understand.
Mimic the Structure of HTML: While you can’t use images or buttons, you can mimic their structure by using text-based alternatives like dashes or asterisks for bullet points.
Test Across Multiple Platforms: Ensure your backup copy is displayed correctly on various email clients and devices.
How Does a Backup Copy Affect Deliverability?
Having a backup copy can enhance your email's
deliverability rates. Email service providers (ESPs) often look for a plain text version as a sign of a legitimate email. Spam filters may flag emails that only contain an HTML version as suspicious. By including a backup copy, you adhere to best practices that can help your emails bypass these filters more effectively.
Use Short Paragraphs: Keep paragraphs short to enhance readability.
Avoid All Caps: Writing in all caps can be perceived as shouting and may trigger spam filters.
Include a Call to Action (CTA): Clearly state your
call to action and make it easy for the reader to take the desired step.
Provide Contact Information: Ensure that your contact details are visible and accessible.
How Does a Backup Copy Contribute to Accessibility?
Accessibility in email marketing is crucial. A backup copy ensures that individuals using screen readers or those who prefer a text-only experience can still access your content. By providing a plain text version, you cater to a broader audience, including those with visual impairments or limited data plans, ensuring your
message is inclusive and accessible to everyone.
Are There Tools to Help with Creating Backup Copies?
Yes, many
email marketing platforms offer built-in tools to automatically generate a plain text version of your HTML email. However, it's important to review and edit this version to ensure it effectively communicates your message. Additionally, third-party tools and plugins can assist in creating and testing your backup copy across different environments.