While HTML emails with eye-catching designs and rich media often steal the spotlight, plain text emails have their own unique advantages that can significantly boost your email marketing efforts. 

Understanding when and how to use plain text emails can make a substantial difference in your campaigns. Here’s a deep dive into the power of plain text emails and the best situations to use them, according to our outsource copywriting services team.

The Power of Plain Text

Stand Out

In an inbox flooded with flashy, image-laden emails, a plain text email can be a breath of fresh air. The simplicity and straightforwardness of plain text can capture the recipient’s attention precisely because it is different from the rest. By standing out in a crowded inbox, plain text emails can increase the likelihood of your message being read.

Boost Inbox Deliverability

Plain text emails often have better deliverability rates compared to their HTML counterparts. Because they are simpler and devoid of complex code or large image files, they are less likely to be flagged by spam filters. 

This means that your emails are more likely to reach the recipient’s main inbox instead of being filtered into the junk mail section.

Come Across as More Personal

One of the most significant advantages of plain text emails is their ability to feel more personal. Without the distractions of images and elaborate designs, the message can come across as more genuine and conversational. This personal touch can help build stronger relationships with your audience, fostering trust and engagement.

Load Faster

In today’s fast-paced world, speed is everything. Plain text emails load faster than HTML emails because they are not bogged down by images, videos, or complex layouts. This quick load times can be crucial, especially for recipients on mobile devices or those with slower internet connections. Faster load times mean your message is delivered more efficiently, enhancing the user experience.

When Designed Emails Should Be Used

While plain text emails offer a range of benefits, designed emails also have their place in a robust email marketing strategy. Their visual appeal and ability to convey complex information make them indispensable for certain types of campaigns. 

Designed emails allow you to incorporate your brand’s visual elements, such as logos, colours, and fonts. This consistent branding helps reinforce brand recognition and loyalty.

When you need to showcase products, images can be far more effective than words. Designed emails let you highlight product features, benefits, and variations visually.

Finally, when sharing detailed information, designed emails help organise content effectively using sections, images, and graphics, making it easier for readers to digest.

Use Plain Text Emails For:

Welcome Emails

First impressions matter, and a plain text welcome email can set the right tone for your relationship with a new subscriber. It can feel like a personal note from you to them, making them feel valued and appreciated. 

Without the distractions of graphics and complex layouts, your welcome message can clearly convey essential information and set expectations for future communications.

Time-Sensitive Offers

When you have a limited-time offer, every second counts. Plain text emails ensure that your message is delivered quickly and read promptly. The simplicity of plain text means your offer and call-to-action are front and centre, without any potential distractions. This immediacy can drive quicker responses and higher conversion rates.

Simple Announcements

For straightforward announcements, plain text emails are ideal. Whether it’s a change in your service, a new feature, or an upcoming event, plain text emails can communicate the necessary details clearly and concisely. 

The lack of visual clutter ensures that your audience focuses on the message itself, making it more likely to be understood and acted upon.

Follow-Ups

Follow-up emails are critical to maintaining communication and nudging your audience towards a desired action. Plain text follow-ups can feel more like a personal reminder than a marketing push, increasing the chances of a positive response. 

Whether you’re following up on a purchase, a webinar, or an inquiry, the simplicity of plain text can enhance the perceived sincerity of your message.

In the debate between plain text and designed emails, there’s no one-size-fits-all answer. However, plain text emails offer unique advantages in terms of authenticity, deliverability, accessibility, and simplicity. When you understand when and how to use plain text emails, you can successfully enhance your email marketing strategy and foster stronger connections with your audience. 

With audiences around the world becoming more and more ‘blind’ to overly done-up marketing, authentic messaging is increasingly important.

Trust our outsource copywriting services team to help you craft personal-sounding marketing copy across the board.