Multi-part MIME Multipurpose Internet Mail Extensions —the protocol that allows for sending all of our email marketing campaigns—bundles together a simplified plain text version of your email along with the HTML version of your email. While most email marketers prefer HTML versions over plain text styles, the email community is split on which approach is best. Most cited branding and visuals as important reasons to use HTML-based emails, but some preferred the personal feel and simplicity of text-only emails.
Fortunately, creating good email plain text is relatively easy. Most email service providers ESPs have an area where you can add or edit the text version of your campaign. Some include tools that automatically generate the plain text when you upload your HTML. You may want to create your own text version anyway since the auto-generated versions tend to look like a garbled mess.
If an email client or app can only show the plain text version of an email, but no plain text version exists, most email clients will either show the raw HTML of the message or try to format it into plain text, both of which create a less than ideal experience for subscribers. When researching examples for this post, we were surprised by the number of senders not using multi-part MIME—including brands who otherwise excel in their email marketing strategy. Between deliverability and accessibility issues, sending in that format should be a no-brainer.
We also found that a number of companies are technically sending in multi-part MIME, but the plain text version is completely blank. For example, check out this email:. While this may look less abrasive than HTML code rendering, subscribers may be confused by receiving an empty email. And this could lead to increased customer support issues or being marked as spam, which could hurt your sender reputation.
But providing useful, well-designed plain text is another. One of the keys to a good email is scannability—the quality of being easily read and understood by subscribers. This applies to both your HTML and plain text versions. The rise of wearable devices. Smartwatches can only display text, so the future might favor plain text emails or HTML based emails with a plain text option.
Personal communication. Email is often perceived as a one-on-one conversation, so plain text gives a personal touch to your message. Unable to track open rates. A key component of email marketing is being able to monitor the impact of each campaign.
Unfortunately, you cannot track open rates or enable click tracking in plain text emails. This makes it difficult to track the success of a campaign that employs the plain text approach. Minimal designs and customization.
As the features of plain text do not include colors, formatting, and graphics, the resulting email will lack visual impact. Unable to display links. Any URLs included in the message must be fully typed out, which can create visual clutter for the end users. Hard to break into sections. An email written in plain text may be difficult to divide into easy to read sections due to the lack of visual organization.
Unable to achieve multiple-column formatting. The lack of formatting options in the plain text approach prevent multi-column formatting from being an easy task. There's no denying that the plain text approach produces simple, visually unappealing messages. In a world dominated by images, HTML is often necessary to communicate a message to your audience. Higher conversion rates. Typically, HTML based emails have higher rates of conversion when compared to their plain text counterparts in industries such as eCommerce.
Visually appealing emails can be easily accomplished by incorporating brand images, logos, links, and colors into HTML based emails. Dynamic and personalized emails. With the information you collect about clients' interests, you have the power to send custom content straight to their inbox. Matched with the variety of formatting options in HTML, the resulting possibilities are endless. Emails are easier to scan , because HTML based emails can be effectively organized into digestible sections.
Clickable links and buttons , allowing your audience to easily take action upon receiving your message. The ability to track open rates exists only when HTML is used.
When attempting to gauge the success of your campaign, it is necessary to consider open rates. Click tracking can be enabled through HTML to understand what your audience clicks. Select personalised content. Create a personalised content profile. Measure ad performance. Select basic ads. Create a personalised ads profile. Select personalised ads. Apply market research to generate audience insights. Measure content performance. Develop and improve products. List of Partners vendors. I am going crazy trying to fix this.
I am using HTML. Would rich text solve this problem? Your email address will not be published. HTML This is the most popular email format, especially when using professional email signatures. Rich Text This is another popular email messaging format, and rightfully so. Benefits of using Rich Text email format: Supports text adjustability such as italics, bolding, underlines etc Allows the use of embedded images Lets you insert bullet points Allows some text alignment options The use of Rich Text Format or RTF is still quite widespread in the world of emails.
Plain Text Plain text format allows only the use of, well…plain text. Which email format is best for email signatures?
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