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Is HTML or Plain Text Better for Email Marketing?

We are often asked whether plain text or html emails are more effective when sending email campaigns. Why is this discussion important? Well it basically translates into how user friendly and ‘readable’ the emails —newsletter and promotions— you send can be. Given that campaigns are often sent to thousands of people at a time, at considerable investment; businesses and marketing teams alike want to ensure the best results.

Plain text emails

While some may shudder when they think about sending (or receiving for some marketers) a plain text email, there are some reasons why they are still relevant and some may be surprised to find out… in a number of ways plain text wins!

HTML emails

Well this is where colours, creative graphics and FUN come into play. Keeping the user experience front of mind, HTML provides an opportunity to take plain text copy and turn it into engaging and beautiful emails that catch the eye, bring your brand to life and entice engagement.

Conclusion

Ultimately, while the benefits of plain text are clear and while people say that they prefer HTML emails, when tested people tended to move for a simpler version. This emphasises for marketers the importance of understanding your customer journey and presenting content relevant to the stage within the journey. The content should have exceptional copy, clear messaging and an appropriate call to action.

Every communication should be considered based on the needs of your customers.

Our view is that you should use a combination of both plain text and HTML emails. Whichever approach you choose make sure you think about what content your customer or prospect will value to give your campaign the best possible shot at a successful outcome and ROI.

See also: Successful email marketing – Beating barriers to your next campaign

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