Email marketing tends to be dominated by flashy, HTML emails. So why are plain text emails making a powerful comeback?
It may seem counterintuitive, but the simplicity of plain text emails often outperforms their HTML counterparts.
This blog explores why plain text emails often outshine HTML emails and provides a step-by-step guide on how to write effective plain text emails.
Why HTML Emails May Not Always Work
While HTML emails are visually appealing and allow for rich media, they come with their own set of challenges:
- Spam Filters and Deliverability: HTML elements can trigger spam filters, leading to lower deliverability rates. (Source: Campaign Monitor)
- Load Time and Accessibility: HTML emails take longer to load and may not display correctly on all devices, especially older or non-traditional ones like smartwatches.
- Reader Perception: HTML emails can feel impersonal and overly commercial, which may turn off some recipients.
For a more in-depth analysis into the HTML vs. Plain Text Email debate, check out this blog.
How to Write Effective Plain Text Emails
Because you don’t have any visuals to grab your recipient’s attention, every single piece of copy in a plain text email must be meaningful.
Here are some key components to keep in mind when crafting a plain text email:
Grab Their Attention:
In a world buzzing with distractions, your email needs to stand out. After all, it doesn’t matter how great your copy is if your recipient doesn’t read it.
Your subject line should spark curiosity or directly address a problem the recipient cares about. Think of it as the headline that makes someone want to read more.
Here are some examples of effective, attention-grabbing subject lines –
A subject line that hits a primary pain point for Anderson Advisors’ target audience.
A subject line with a bit more creativity, creating intrigue, for MissionBeard.com
Open with a compelling sentence that draws the reader in right away. Skip the generic greetings like “Hi, I hope you’re well.”
Here are some examples of effective, attention-grabbing hooks –
A question can be a great way to capture your reader’s attention.
Tip: Try to make it a simple, unconscious choice for the reader to continue onto the next line.
Make it Readable:
“A key to a good email is scannability—the quality of being easily read and understood by subscribers.” (Source: Litmus)
- Use plenty of white space, so as not to overwhelm the reader.
- Avoid long paragraphs and run-on sentences.
- Use bullet points when possible.
- Make sure you’re using language that your target audience will understand.
Make it Compelling:
Before hitting send, read your email thoroughly to ensure you’ve eliminated any unnecessary fluff.
In the limited space of a plain text email, every sentence should have a purpose, guiding the recipient toward the email’s intended action.
Remember to include a strong call-to-action (CTA) in your emails – an email without a clear action for the reader to take is difficult to measure and less likely to achieve your goals.
Make It Personal:
Using plain text emails opens up a world of personalization possibilities. This includes addressing recipients by name with dynamic code, tailoring content to their specific interests, or referencing past interactions with your brand.
For more effective personalization, don’t just limit the dynamic first name code to a “Hey [first-name]” greeting. Sprinkle it throughout the email to make it feel even more personal.
An example from a Thank You email sent by Sanku: Project Healthy Children.
Many choose to use a personal tone and sign off with a real person’s name when sending plain text emails. This approach fosters authenticity and trust.
A personal sign-off can come the company’s CEO, the face of the brand, a customer service rep, or anyone in between.
However, it’s best to keep the sender name consistent so the recipient knows who it is. This consistency helps build a recognizable and reliable communication channel.
When Are Plain Text Emails Most Effective?
Plain text emails can be effective for products and services of all kinds. However, they tend to be used by in the following situations:
When Making High-Ticket Sales: For products and services that have long customer lifecycles and require adequate prospect consideration, plain text email is a great medium for providing detailed, informative content.
Personal Sales: For products and services that have a personal touch, such as a consultant or coach who is selling their own expertise, plain text emails tend to fair better.
Cold Emails: Because plain text emails are more likely to bypass spam filters and reach the recipient’s inbox, they are the only sensible choice when sending cold emails.
Testing and Optimization
Testing the components of your plain text email will help you decipher what works best when communicating with your particular target audience.
Here are some components worth testing for effectiveness:
- Length: Mix shorter and longer emails to see which performs better with your audience.
- Formatting: Experiment with different formatting styles to find the most readable and engaging layout.
- Tone of Voice: Test serious versus conversational tones to determine which resonates more with your recipients.
- Sender: Try sending emails from different personas (e.g., CEO, customer service, a specific employee) to see which gets the best response.
Plain text emails offer a unique blend of personal touch and high deliverability, making them a powerful tool in your email marketing arsenal.
By understanding when and how to use plain text emails, and by testing and optimizing your approach, you can significantly enhance your email marketing strategy.
Embrace the simplicity and directness of plain text emails to connect more effectively with your audience and achieve your business goals.
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