Key Takeaways
- **Use plain text emails for a personal touch.** They resemble one-on-one conversations, creating a sense of intimacy and trust, leading to higher open and clickthrough rates.
- **Simplicity is powerful.** Plain text emails load faster, are easier to read on mobile devices, and are more accessible to people with disabilities. They foster a sense of authenticity and urgency, making them ideal for time-sensitive promotions or calls to action.
- **Craft effective plain text emails.** Write in a conversational tone, keep it brief and to the point, use strong subject lines, and include a clear call to action. Focus on connecting with your audience on a personal level through simplicity, authenticity, and a conversational tone.
Imagine receiving an email that feels like a handwritten note from a close friend, inviting you to a special event. Its simple, unadorned words resonate with a warmth and sincerity that HTML emails, with all their flashy graphics and animations, can’t match. That’s the power of plain text emails.
Plain Text: The Personal Touch
In a world saturated with digital noise, plain text emails stand out for their simplicity and personal touch. They resemble one-on-one conversations, creating a sense of intimacy and trust. Studies have shown that emails written in a conversational tone, using personal pronouns and addressing the recipient by name, have higher open and clickthrough rates.
The Proof in the Pudding
Take Monica Girolami, head of marketing at NewVoiceMedia, who conducted an A/B email test for a webinar invitation. The HTML email, adorned with images, logos, and mass update language, performed respectably with a 13.2% open rate and a 1.8% clickthrough rate. However, the plain text email, written in a personal tone from Monica’s email address and featuring a “reply-to” address to her inbox, blew the HTML email out of the water. It boasted a 15.3% open rate and a staggering 4.1% clickthrough rate, a 127% increase over the HTML email. Not only that, the plain text email generated 60 new webinar registrants, three times more than the HTML email (20).
The Power of Simplicity
Plain text emails are stripped of distractions, allowing the message to shine through. They load faster, are easier to read on mobile devices, and are more accessible to people with disabilities. Their simplicity fosters a sense of authenticity and urgency, making them ideal for time-sensitive promotions or calls to action.
Overcoming Objections
Some may argue that plain text emails lack visual appeal. However, studies have shown that visual appeal takes a backseat to personalization. In fact, personalized plain text emails have been shown to outperform visually appealing HTML emails in terms of open and clickthrough rates.
Bonus: The Art of Writing Compelling Plain Text Emails
Crafting effective plain text emails requires a bit of finesse. Here are some tips to keep in mind:
- Write in a conversational tone: Use personal pronouns, address the recipient by name, and write as if you’re having a one-on-one conversation.
- Keep it brief and to the point: Get your message across quickly and concisely. People have short attention spans, so don’t ramble.
- Use strong subject lines: The subject line is the first impression of your email. Make it attention-grabbing and relevant to the content.
- Include a clear call to action: Tell the recipient what you want them to do, whether it’s clicking a link, visiting a website, or making a purchase.
Remember, plain text emails are about connecting with your audience on a personal level. Embrace simplicity, authenticity, and a conversational tone, and watch your clickthrough rates soar.
Frequently Asked Questions:
What is the difference between plain text and HTML emails?
Plain text emails are composed solely of text, without any HTML code or formatting. HTML emails, on the other hand, use HTML code to add visual elements such as images, buttons, and tables.
Why should I use plain text emails?
Plain text emails have several advantages over HTML emails, including higher open and clickthrough rates, faster loading times, and increased accessibility.
How can I write effective plain text emails?
To write effective plain text emails, focus on using a conversational tone, keeping it brief and to the point, using strong subject lines, and including a clear call to action.
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