One of the great dilemmas of Email Marketing and Transactional Email over the years is: pieces in HTML or Plain Text? It is an issue and a controversy that does not go out of style and that all marketers have ever considered, right?
Therefore, it seems important to us to stop and explain, firstly, what exactly each format consists of, the pros and cons of each one, and finally some recommendations so that you can carry out each alternative in the best possible way.
HTML or Plain Text: Main Features To understand it easily
the Email written as Plain Text is exactly that: a text. Therefore, it does not have formats, graphics, images or Call to Action buttons. A Plain Text Email would look just like an email you write to a co-worker. The only thing that could be added to a piece of this type is a link.
For its part, HTML Email (HyperText Markup Language) is aimed at providing Subscribers with a more visual experience. Therefore, they are the best option when we want to incorporate CTAs (Calls to Action or Calls to Action), images, photos and colors. In general, it is thought that these can generate more conversions than Plain Text Emails due to their versatility and their enormous design possibilities.
However, later we will see some analyzes made about it that might surprise you.
HTML or Plain Text: Pros and cons of each format
Mostly, all the analyzes that are made regarding the advantages of implementing one or another format have to do with the Deliverability Rate that each one can generate. Although this is not the only aspect that we should consider.
Branding, Engagement and conversions are very important metrics too. Let’s get down to business and review what each of them offers us.
Plane text
Advantage:
- One of the biggest reasons why this type of format is widely defended is that it can be reproduced correctly by all Mail Agents, which would significantly increase Deliverability.
- Some popular devices today, like the Apple Watch, reproduce these Campaigns better than those encoded in HTML.
- Text-Only Emails sound more personal, warmer, less massive and, therefore, can generate greater empathy.
Disadvantages:
- You do not have the great resource of CTAs, so used to maximize conversions.
- You can decrease the ability to track Apertures as these are measured based on image downloads. They do not have the Engagement that a video or image can provide.
- They allow very little customization and design. It does not allow you to use very useful elements such as the separation of content into sections.
HTML
Advantage:
- Facilitates the tracking of Openings.
- It allows working on the Branding of the brand through colors and images.
- You can incorporate attractive CTAs, as well as highlight products.
Disadvantages:
- They may not be correctly reproduced by certain devices and Mail Agents.
- The abuse of images can be considered Spam and the Mail Agent can send your piece to the Junk Box.
- It can be too commercial and have a negative impact on Subscribers
Neither HTML nor Text Only: A hybrid may be the solution
Many times, to avoid both overly boring pieces and overly commercial ones, a middle ground is chosen. In most cases, this is usually the best decision. It is about using a very, very simple HTML format that allows the inclusion of a logo and some CTAs, but whose content is predominantly text.
Many brands today are leaning towards this option and the results seem to be more than encouraging. In this way, the message continues to look personal and direct, it has an easy-to-read format for Subscribers and its Openings can be correctly tracked.
At the same time, it allows us to continue taking care of Branding, colors and encourages conversions through Calls to Action.
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