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Plain-text

Nikiforov Alexander
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Introduction to Plain-text

Plain-text is a form of email formatting that consists of clean text without any additional elements such as images, buttons, or design embellishments. This format appears as regular text with blue hyperlinks and can be automatically generated for HTML emails by some mailing services. If the HTML version of the email fails to load, for instance, if the subscriber has set their display to show only text messages or is reading email on smartwatches, the text version is what is shown.

Although statistics on the usage of Plain-text format are currently unavailable, it can be assumed that the demand for it remains low, possibly at around 1-2% of the subscriber base. Nevertheless, having a Plain-text version of an email can positively impact deliverability, making it a useful tool in modern email marketing. It is also worth noting that Plain-text is sometimes used as a special technique to create a specific effect.

Advantages and Disadvantages of Plain-text

The main advantage of Plain-text lies in its simplicity and minimalism, allowing users to focus on the content of the message. Additionally, this format has the following benefits:

  • Deliverability: Plain-text emails are more likely to land in the inbox, even if the user has a separate folder for advertisements.
  • Adaptability: Text messages look the same on various devices, making them universal.
  • Novelty: In an environment saturated with bright HTML emails, Plain-text can stand out and attract attention.
  • Cost-effectiveness: Creating Plain-text emails does not require a designer; basic knowledge of mailing services is sufficient.

However, Plain-text also has its drawbacks:

  • Difficulties with Branding: Limited options for adding brand elements.
  • Challenges with Highlights: No ability to emphasize headings and sections of the email.
  • Limited Visualization Options: Unable to insert visual elements such as product carousels.
  • Statistical Tracking Limitations: Traditional Plain-text emails do not support buttons, complicating click tracking.

When to Use Plain-text?

Despite its apparent simplicity, Plain-text can be very effective in certain situations:

  • Transactional Emails: Using Plain-text, companies can quickly and clearly convey important information to users without distracting them.
  • Welcome Chains and Reactivation: This format creates a sense of friendly conversation, which can help revive interest in the brand.
  • Updates and News: Plain-text is suitable for brief notifications about company news and updates, allowing subscribers to quickly familiarize themselves with the key points.

How to Create Plain-text Emails

Creating a text email can be done in both HTML and a regular block builder. Here are some recommendations for successfully developing a Plain-text newsletter:

  • Structure the Text: Break the text into paragraphs and use bullet points to make the information easier to digest.
  • Write in Simple Language: Avoid complex constructions and bureaucratic language to ensure the text is clear and accessible.
  • Define Tone of Voice: Use a friendly and caring communication style that aligns with your brand's image.

By following these recommendations, you can create a quality text email that effectively accomplishes its objectives.