What are Text Versions in Email Marketing?
In the context of email marketing, a text version refers to the plain text format of an email. Unlike its HTML counterpart, the text version includes only the text content of the email without any images, hyperlinks, or other multimedia elements.
Why are Text Versions Important?
Text versions play a crucial role for several reasons: Accessibility: Some email clients and devices may not support HTML emails or may have HTML disabled. In such cases, a text version ensures that your message is still readable.
Deliverability: Including a text version can improve email deliverability as some spam filters flag emails without a text version as suspicious.
User Preference: Some recipients prefer plain text emails over HTML emails due to their simplicity and faster load times.
How to Create Text Versions?
Creating a text version of your email can be straightforward. Most email marketing platforms provide an option to automatically generate a text version from your HTML email. However, it's important to review and edit this auto-generated text to ensure it reads well and delivers your message effectively.
Best Practices for Text Versions
Keep it Simple: Avoid using complex formatting. Focus on clear and concise language.
Be Descriptive: Ensure that links are described well since there won't be any visual cues like buttons or images.
Use Plain URLs: Instead of "Click here", use plain URLs like "Visit our website at www.example.com".
Maintain Consistency: Ensure that the message in the text version aligns with the HTML version.
Common Mistakes to Avoid
Ignoring the Text Version: Don't neglect the text version. Spending time on it ensures a better experience for all recipients.
Not Testing: Always test both HTML and text versions before sending your email to avoid any formatting issues.
Overloading with Information: Keep the text version concise. Too much information can overwhelm the reader.
Tools and Platforms
Many email marketing platforms like
Mailchimp,
Constant Contact, and
Sendinblue offer features to easily create and edit text versions. These platforms also provide testing tools to ensure your text version looks good across different email clients.
Conclusion
Text versions are an essential element of a successful email marketing strategy. They enhance accessibility, improve deliverability, and accommodate user preferences. By following best practices and avoiding common mistakes, you can ensure that your text version effectively supports your email campaign.