Despite their simplicity (maybe even ugly-ness), plain text emails can be extremely effective in driving action for businesses. In this email, we’ll cover what a plain text email is and how it can benefit your business.
A plain text email contains only text without any images, graphics, or HTML formatting. It is the simplest form of email, resembling an email from a friend, and often converts better than more complex HTML-designed emails.
A straightforward approach to marketing, plain text emails avoid the many pitfalls of overly complex HTML emails and are often much more reliable.
Benefits of Plain Text Emails
#1: Higher Chance of Inbox Deliverability
Plain text emails are much more likely to land in your recipient’s inbox than HTML emails and are much less likely to be flagged as spam. They are a much more reliable choice for ensuring your message receives the person you intend to read it.
HTML emails, with their complex designs and embedded media, often get caught in spam filters, reducing their chances of being seen.
For example, Gmail automatically filters emails it deems as commercial content into the promotions tab, significantly reducing open rates for HTML emails with heavy design elements (Oracle Blogs).
#2: More In-Depth Sales Pitches
Better for high-ticket products and services that typically require the buyer to have detailed information. This detailed communication helps potential buyers understand the value and make informed decisions.
#3: Perception of Personal Communication
Plain text emails mimic one-on-one personal emails, making them feel more genuine and trustworthy. This personal touch can foster stronger connections with your audience.
HTML emails, on the other hand, often feel impersonal and overly commercial, which might turn off some readers.
#4: Improved Accessibility
Plain text emails are accessible on all devices and email clients, including screen readers for visually impaired users. This inclusivity broadens your audience reach and ensures everyone can read your emails.
Designed HTML emails can sometimes face rendering issues across different platforms, leading to a poor user experience.
Popular Uses for Plain Text Emails
Plain text emails are particularly effective for higher-ticket products and services where detailed explanations of benefits and features are essential before a prospect makes a buying decision. These often include consultants, coaches, travel and adventure packages, non-profits, and certifications.
Here are the most popular ways these companies use plain text effectively:
→ Flow Emails
Ideal for lead generation flows, plain text emails guide customers through a journey, making them perfect for products and services with longer customer lifecycles.
→ Broadcast Emails
Use plain text emails to inform your subscribers about important updates, promotions, and company news, ensuring that your message is delivered clearly and effectively.
→ Promo Emails in Addition to HTML
Even if you primarily use HTML emails, incorporating plain text emails can notify subscribers about crucial information and promotions, enhancing the likelihood of deliverability to the primary inbox.
→ Cold Emails
Plain text emails are great for cold outreach, offering better deliverability and a personal touch that can make your message stand out and appear more genuine.
(Click here to read the blog HTML vs. Plain Text Emails)
How to Craft an Effective Plain Text Email
Successful plain text emails can vary drastically in style, length, format, etc. depending on the target audience and brand positioning.
No matter what, here are some truths you’ll need to consider if you’d like to write an effective plain text email:
#1: It should be compelling.
Whether your plain text email is 3 sentences or 3 long pages, it needs to have one thing in common – it needs to grab and keep your reader’s attention.
This means you should constantly return to the thought “what do they care?” when considering your reader. Because if they don’t care, they’ll stop reading. And if they stop reading, it doesn’t matter how great the rest of your sales copy is.
#2: It should be easy-to-read.
Long paragraphs are a turn-off. Short, choppy ones can be too, but in a different way.
Ensure ample white space between sections to make the email easy to scan and read quickly.
#3: It should have a clear CTA.
If your plain text email doesn’t have a clear next step that you’re directing your customer to take, there is no real way to measure success.
For more detailed information on crafting an effective plain text email, check out this blog.
MYTH: “plain text emails don’t work as well as designed emails.”
FACT: Designed, HTML emails oftentimes require more work than they’re worth, don’t get delivered to the primary inbox at nearly as high of rates, and convert worse than plain text emails.
Embrace the simplicity and power of plain text emails to enhance your email marketing efforts and achieve your business goals.