Plain Text and HTML – Why Format Insight Email For Both?

When you send an insight email, a lot goes on behind the scenes – and few of us fully understand this process because email software (thankfully!!) takes care of so much of the technical stuff for us. The problem is, it's all too easy for a cleverly designed email design to break, leaving it looking downright bizarre in your recipient’s inbox. 

So, how can you create an email that will look great no matter what?  By drafting two versions of each insight email: one that’s in HTML, and one that’s in plain text.

The Difference Between HTML & Plain Text Emails

Plain text emails are simply emails that are void of any formatting like bold fonts, different header sizes and styles, varying colors, images, even hyperlinked anchor text. You may ask yourself – why on earth would I want to create such a dull and boring email? Basically, because when you do, no matter where it goes, there’s no chance of any of its information getting lost in translation on a wonky new device or email viewer. 

HTML (HyperText Markup Language) email, on the other hand, uses formatting (often called rich-text formatting), that is almost infinitely customizable – but these more beautiful emails are only viewable if the email client and the device processing it can handle processing it. 

Not All HTML-Friendly Clients Are Created Equal

And, let’s say you only send to email clients and devices (theoretically) that accept some HTML formatting. You might think you’re off the hook from having to program Plain Text Emails – but you’d be wrong. That client may still not be able to support some of the richer formatting elements like images. That leaves a recipient viewing an email with gorgeous text and formatting but no images – a big problem if the images are trying to tell a story – or prompt/sell a call to action. 

A Marketer's Quandary

Most ESPs today let us create visually stunning HTML emails with ease – and this makes it even easier to dismiss the plain text email as boring, dull, old school and unimportant.  But, this is folly. Plain text still has its place in the new and exciting insight email world.  

Why? 

Here are 4 Reasons Why Plain Text Is Still Relevant: 

1. Some browsers, email clients and devices still can’t handle HTML.
2. Some recipients still prefer it – opting only to view emails in plain text format. It’s important to be able to abide by such preferences until email clients stop making them available. 
3. Some emails work better in Plain Text – quick, daily email alerts don’t necessarily need to be fancy, nor do quick and frequently sent pieces of news or links…do they? 
4. Plain text is SPAM Filter friendly – emails with both an HTML and Plain Text format are less likely to be suspected as SPAM. An HTML email without a Plain Text version, however, is a SPAM Filter red flag! 

In light of all of this, are you giving your HTML and Plain Text insight emails the equal attention they deserve?