Today, in the age of pixelated and interactive HTML email, the question of whether plain text messages should be emailed at all remains. HTML emails may contain formatting, branding and interactive features, but plain text emails still have their place, and can still be a useful way of communicating. In this paper, we’ll discuss why plain-text emails are still useful, when they’re more appropriate, and how to use them in combination with HTML.
Merits of Plain-Text Emails
Accessibility
One of the main benefits of plain-text emails is their inherent openness. Textual emails work across all email clients and devices, which means that no matter what technology they’re using, they can read the email. By comparison, HTML-encoded emails might not display properly on some email clients or devices, resulting in a messed-up user experience and miscommunication. Also, some users might disable images or JavaScript on their email client so that HTML-encoded emails are not effective. Utilizing plain text emails allows users to deliver a message that reaches as many people as possible.
Focus on Content
Text emails focus more on the message than its structure. Absent graphics and complicated formatting, the reader’s eyes are drawn to the email’s content. This content-centric approach can result in a better understanding and retention of what is being conveyed. What’s more, plain-text emails require writers to keep their message succinct and direct, because there is nothing visually commingling the text. This simplicity can lead to faster information sharing because the sender doesn’t need to skim through content to make sense of what is important in the email.
Reduced Likelihood of Spam Filters
The more you write HTML-based emails, the more likely your email spam filters will flag it as spam, because spammers make use of graphics and formatting to lure recipients into reading their emails. Plain text messages with a simple, minimal design are less likely to get caught by spam filters and get through to the intended recipient’s inbox. This is crucially important in work environments where valuable emails can get tossed out as spam and miss the boat.
Ease of Composition
Emails written in plain text are easy to write and don’t require any special skills or equipment other than some basic knowledge of writing. By contrast, HTML-encoded emails typically require extra software or services to format and edit the graphic parts of the email. This writing comfort enables senders to get on with the content of their email instead of squeezing themselves into the minutiae of formatting. Additionally, while plain text emails can be written and sent on any email-equipped device, HTML emails can be more complicated to write and edit.
Security and Privacy
Plain-text emails are generally considered more secure than HTML ones. HTML-based emails might also have insidious features, like tracking pixels, that allow you to monitor the behaviour of your email recipients and collect personal data. Emails that are plain text have no such features, making the communication both private and safe. Additionally, plain-text emails are less likely to suffer from security flaws like the ones found in HTML email clients or devices.
When to Send Plain-Text Emails
1. Technical Communications
If the message in question is system alerts, error codes, or something technical, text emails generally work better. In this instance, what matters most is clarity and delivery speed. Technical mail is usually meant to be read immediately, so the simplicity of plain-text email eliminates any potential formatting that might distract from the content. Where accuracy and precision are at stake, as in communications diagnostics or warning about system change, plain-text’s transparency can mean that critical information can be lost or misunderstood.
2. User Experience
You need to take user experience into consideration, especially in the world we’re living in now, where everyone is constantly checking their email on the go, largely via their mobile phones. An email in plain text opens easily and instantly, great for those who are at a rush or simply have bad internet connectivity. If speed and efficiency are the primary goals — potentially transactional or critical communication — then plain text emails can be faster in the sense that the recipient takes less time to get the message.
3. Accessibility Issues
As brands begin to adopt an inclusive design stance, emails in plain text come into play. Plain text takes far less time to parse for many assistive technologies than fancy HTML grids. Thus, plain text emails are a valuable means of communication used by businesses who want their message to be communicated on any device or regardless of the level of individual skills. Such attention therefore results not just in accessibility compliance but also in creating an inclusive space for everyone.
Balancing Plain-Text and HTML Emails
For the most part, there is no need to choose between plain-text and HTML emails; you can send both and leave it to the recipient’s email program to choose. This is what we call sending multi-part MIME emails. This allows people who would otherwise read plain-text or use assistive technologies to still read it, and others to take advantage of the higher level of formatting provided by HTML emails.
If you’re working with multi-part MIME, keep in mind the following best practices:
Simple, Plain Style: The text must be simple and clear to understand without all the “fluff” that comes with too much formatting.
Same Headline, Same Content: Both the text and the html should have the same content. The mistake is to omit the most important stuff in the text simply because it does not implement the nice HTML style.
Brand Voice: The brand voice in the text should not be inconsistent with the company’s voice, either. In any case, language and tone should be professional and trustworthy.
Conclusion:
While HTML emails provide contemporary design options and greater open rates, plain text emails are still a strong choice for organizations that require deliverability, accessibility, and quick rendering. Combining the two by employing multi-part MIME can accommodate recipients’ different needs and preferences, and therefore improve the reach of your email.
