What is a Plain Text Version?
A
plain text version is a simplified email format that contains only text without any HTML or rich media elements such as images, videos, or hyperlinks. Plain text emails are often used alongside HTML emails to ensure that recipients can read your message regardless of their email client's capabilities.
Why Should You Include a Plain Text Version?
There are several reasons to include a plain text version in your
email marketing campaigns:
Accessibility: Some recipients prefer plain text emails for their simplicity and readability, particularly those using screen readers or other accessibility tools.
Deliverability: Plain text emails are less likely to be flagged as spam by email filters, improving your
deliverability rates.
Compatibility: Not all email clients support HTML emails. A plain text version ensures that your message is readable regardless of the platform.
Load Speed: Plain text emails load faster than HTML emails, which can be beneficial for recipients with slow internet connections.
How to Create an Effective Plain Text Version?
Creating an effective plain text email involves more than just stripping out HTML elements. Here are some tips: Keep it Short and Sweet: Concise messages are easier to read and more likely to hold the recipient's attention.
Use Line Breaks: Break your text into short paragraphs or bullet points to improve readability.
Include URLs: Instead of clickable links, provide full URLs so recipients can easily copy and paste them into their browser.
Maintain Formatting: Use spacing, capitalization, and simple characters (like asterisks or dashes) to emphasize important points.
Test Thoroughly: Send test emails to yourself and colleagues to ensure that the plain text version is clear and correctly formatted.
How Do Plain Text Emails Affect Engagement?
While HTML emails are often more visually appealing and engaging, plain text emails can still be highly effective. They may not have the same visual impact, but they often convey a more personal and direct tone. This simplicity can lead to higher
open rates and click-through rates in certain contexts, particularly for audiences that prioritize clarity and straightforward communication.
Best Practices for Using Plain Text Versions
To maximize the effectiveness of your plain text emails, follow these best practices: Consistency: Ensure that the plain text version aligns with the content and messaging of the HTML version.
Personalization: Use personalization techniques such as addressing the recipient by name to create a more engaging experience.
Clear Call-to-Action: Make your
call-to-action (CTA) clear and easy to find. Provide a direct URL to your landing page.
Maintain Brand Voice: Even without visual elements, your text should reflect your brand's tone and style.
Monitor Performance: Track metrics such as open rates and click-through rates to understand how your plain text emails are performing and make adjustments as needed.
Conclusion
Including a plain text version in your email marketing campaigns is a best practice that can improve accessibility, deliverability, and overall engagement. By understanding the advantages and following best practices, you can create plain text emails that complement your HTML versions and enhance your overall email marketing strategy.