Should I Use Text or HTML?
Email Template Design - Justin Premick - May 3rd, 2007 - Permalink
We field a lot of questions from customers about the pros and cons of using HTML in your messages.
Like them, you may not know the major pros and cons of sending a multipart message (Text/HTML) versus sending text-only emails.
There are a lot advocates on both sides of the fence when it comes to Text and HTML.
In my experience everybody tends to focus only on the pros of what they do, and the cons of what they don’t. You rarely get a balanced view.
So… right here, today, let’s size ‘em up:
Text. HTML. Toe to Toe in the Ring.
Somebody get Don King on the line.
First Up: Plain Text
People live in an HTML world. We experience pictures, colors, boxes, sizes in a way that plain text just doesn’t replicate.
But… we talk in plain text.
We might SHOUT
or… pause…
but any way you cut it, most of us primarily use text to communicate with each other. Which means that plain text messages look more like a message that you’re sending to someone on a one-to-one basis.
Plus, plain text is easier to create. You’ve got a box, you type in it. If it weren’t easier, we wouldn’t send the majority of our personal email messages in it. Even in your simplest HTML messages you normally make a hyperlink or change a font size or color.
And, text is text is text. Different email programs may display some HTML differently, but for the most part, text messages are going to look the same no matter what program your subscribers use to read them.
Reasons to Use Plain Text
Displays Consistently Across Email Clients
Reasons Not to Use Plain Text
Can’t use Colors or Graphics
Harder to Break Up Into Easy-to-Scan/Read Sections
HTML Benefits
Before we go any further, let’s clarify one thing: I am NOT suggesting that you completely avoid using Plain Text! You’ve got to have a plain text version. If you’re not so sure, go read my post on why plain text is necessary. We’re talking about whether you should include an HTML version in addition to your text one.
So why aren’t we all using plain text?
Simple: you can do more with HTML. You can use color, images, sizes to connect with your readers in more ways. You can better tie what people see in your emails to what they see on your website.
And, you can see whether or not people are even opening your messages. And you can track clickthroughs without showing a tracking URL in the body of the message.
Reasons to Use HTML
Reasons Not to Use HTML
So What Do the Judges Say?
It’s a tough decision.
Text is cleaner and leaner, and looks more like emails that we send to each other everyday. It’s stick-and-move marketing, simple jabs that get the job done.
But HTML packs more punches. It’ll hit you with crosses, hooks and uppercuts in addition to the simple jabs that text offers. Granted, not all of those always work (example: image blocking), but they’re manageable (example: use ALT text to get subscribers to enable images or describe what the image was).
Me? I use HTML when I can. But it’s not about what I do or what I prefer.
It’s About What Your Subscribers Prefer.
Just be sure you know what Text and HTML bring to the ring and use each to its full potential.
What Have You Found?
Do you send text or HTML? What do your subscribers respond better to? How did you find out?
This entry was posted on Thursday, May 3rd, 2007 at 8:39 am and is filed under Email Template Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a comment response, trackback from your own site, or permalink.
May 3rd, 2007 at 9:08 am
I do use both, but even my html is text that I have
just used the bolding, italics and underline.
I have not tested pictures and such…and…probably should.
May 3rd, 2007 at 10:43 am
I use the html option so as to use Aweber’s tracking capability. And then, like you Travis, I just use bold and hyperlinking.
Maybe it’s time to experiment with underlining even!
May 3rd, 2007 at 12:20 pm
I just worry that using HTML will trigger more spam filters.
May 3rd, 2007 at 12:45 pm
Is plain text better than HTML or is just the same thing to send your email.
May 3rd, 2007 at 12:54 pm
I always use html and just copy it to plain text so I’m sending both but I love html and so do many of my subscribers.
I get a lot of positive feedback from them - things like ‘WOW - that really hit me between the eyes!’ and ‘How did you do that?’.
I use a table to create a box with solid coloured background just by using one column and one row. Anyone else do this?
May 3rd, 2007 at 1:25 pm
Hmm..how come there’s no mention of the fact that html emails have a higher chance of getting filtered? That’s the main reason why I’m not using html emails.
May 3rd, 2007 at 3:38 pm
For my newsletters I use html
for follow-ups I use text to create a more of a personal feeling
May 3rd, 2007 at 3:47 pm
A couple of you have commented about the risk of content filtering with HTML.
The key to keeping your risk of filtering down is the actual content of your messages, not just sending them in plain text as opposed to HTML. An HTML message about a golf newsletter is going to be filtered far less than a plain text message about cheap pharmaceuticals or penny stocks.
When you’re creating your messages, whether you use HTML or not, take advantage of the SpamAssassin tool that’s integrated in your account. Check your scores and make any needed changes based on SpamAssassin’s criteria.
As long as you keep your SpamAssassin score low, and include a plain text version, you can send HTML messages without significantly increased risk of filtering.
May 3rd, 2007 at 7:43 pm
We use both plain text and HTML and just change our HTML to format the text so it looks a bit "prettier".
We also use the HTML to create links within the message for "click here" for example rather than in a plain text message where we would put "fo more information click the URL below - http://www.sampleURL.com"
May 3rd, 2007 at 8:38 pm
Thanks Justin. Text vs html is a huge issue as an email marketer.
May 4th, 2007 at 9:33 am
Remember too that many webmail services (like gmail) have images turned OFF by default. This means that when your email does make it to the inbox the first glimpse many recipients get of your email will be text without pictures. So, even if you are designing in html and using graphics, it should be coherent without your graphics showing.
May 4th, 2007 at 12:16 pm
Adam,
You’re absolutely right, in many email clients images are disabled by default.
Quick Tip: be sure to specify the HEIGHT and WIDTH of images when using an outside editor to create your HTML.
One thing I’ve noticed in Gmail is that if you don’t specify the HEIGHT and WIDTH attributes for your images, and the subscriber has images diabled, the "box" where the image would be (and where your ALT text would appear) isn’t the same size as your image. This can affect how your text and other content flows around where that image would display.
This isn’t an issue if you’re adding images using our HTML editor because we’ll automatically include those attributes. But if you’re creating your HTML in an outside program, make sure that HEIGHT and WIDTH are specified in your IMG tags.
May 4th, 2007 at 1:04 pm
From my own experience, I find that a well crafted HTML is much more likely to grab my attention. It also enables me to track the opened emails and whether or not the links are clicked to check if my subject line and messages are effective as they could be.
May 4th, 2007 at 4:18 pm
I use both html and plain text. My emails really do not need to be in html versions but boy was I in for a suprise when I started using the html to follow click thrus. Just by changing my subject line I went from a very low click thru to almost 95%. Had I continued using plain text, I would not of been able to got such vital information.
May 7th, 2007 at 12:20 am
The biggest drawback on plain text is
the inability to hide html links, but
that’s why we use links like
http://danielmcgonagle.com/likes
and whatever the product is.
you can hide long, ugly affiliate links
with link shrinkers,or merely by using
Aweber’s tracking links,but there is always
a small number of people that complain that
the tracking links doesn’t work for them the first time.
All that being said, I haven’t noticed a
difference in response rate between either of the 2
May 7th, 2007 at 5:29 pm
I generally use html and text - primarily because I like the tracking feature.
My response rate tends to be higher when I send out a text - only email, but because I don’t see opens, it is harder to understand why.
May 7th, 2007 at 7:50 pm
I use Text…
I haven’t started using html yet but I’ll try it out soon.
May 8th, 2007 at 2:07 am
I prefer the HTML look and feel and I think today that is what your customers expect, a professional and upmarket image throughout the whole document. If its about marketing, and thats why we are all here,then make sure your article, newsletter or advertisment is going to catch their attention in the first few seconds!
May 8th, 2007 at 2:13 am
I have tried both ways using html and text messages. I prefer text over html.
May 8th, 2007 at 7:56 am
I find plain text restricting as many others have commented. It is ideal for short quick personal messages which don’t need ‘decorating’. If, on the other hand, I’m looking at transfer to websites for marketing purposes then I tend to used HTML. There’s no hard and fast rules - I alternate between one and the other acoording to my mood at the time!! One thing that does irritate me a little with plain text is you don’t seem to be able to emphasise text except by capitalising it.
I have an issue with supplied fields (using html). Perhaps someone can tell my why I can only embed them in plain text?
May 8th, 2007 at 9:26 am
I use both … my regular eZine is in html & text, but when I send out autoresponders or special annoucments (1-3x month) they are in text-only. These emails are usually about one thing … a new eBook I just finished, a class later that day, or a new free article on my site. These emails are written to come “from me” as a special note, and helps to changes things up. I still use aweber link tracking in those text-only emails, and they typically get a great click rate (12% to 25%).
May 8th, 2007 at 2:43 pm
[…] Find it Here: Should I Use Text or HTML […]
May 9th, 2007 at 1:32 pm
I never use HTML. The reason being that my email client does not accept HTMl so when I get an email in HTML, I won’t spend the time reading around all of the HTML tags.
I go directly to the unsubscribe link.
Since some of mt subscribers email clients won’t except HTMl either, I would rather keep my subscriber than give them a pretty picture to look at.
My solution: For my newsletter, I offer a PDF version and an online version where I can "pretty it up" but send all emails in plain text.
May 10th, 2007 at 5:57 am
Very interesting discussion indeed.
And here I thought I was being old-fashioned only using plain text.
AND I spent HOURS last night designing my first HTML newsletter.
I think, based on responses above, I might do a combination of both (weekly tips in HTML) and follow-ups in plain text "for the personal touch" because I must say I am addicted to the stats part of it.
Thanks for a great article.
May 11th, 2007 at 11:36 am
I use text only. Easy to prepare, less problem to read by most email clients.
May 11th, 2007 at 10:09 pm
I use text mostly.
It’s easy to use, and simple, and gets the results I need.
It’ all about the message anyhow!
May 14th, 2007 at 3:39 pm
I’ve been mainly using html for tracking purposes in initial emails, but then go text for followups.
I like testing which is why I keep on going to html - even now.
May 15th, 2007 at 3:25 pm
We use text to get through the filters with a link to the html version (that’s so much prettier!) so the receiver can make the choice which they prefer.
Obviously our audience is creative and loves color, so they’re more likely to click the link within their text email to get to the version that includes audio/video and more.
Thanks for the review of the two methods. You’ve confirmed my decision to use both.
May 19th, 2007 at 2:24 pm
Emphasize text? Some mentioned that plain text can only be emphasized by capitalization. Think again.
How To Emphasize Text for Profit
Whitespace forces text to jump off the page.
"Quotation marks also scream for attention", mused one professional writer. "In fact, studies indicate people often skim through narrative to focus on what people actually say when they read novels or news."
Word prominence also geometrically multiplies the power of text. Search engines like Google go so far as to measure word prominence or how early in the text words appear. So the phrase, "word prominence", stands out more in this paragraph than the last phrase, "a dense paragraph". That’s because many people never read to the end of a dense paragraph.
Words Worth a Ten Thousand Pictures
Ordinary text holds the power to change the world. It already has. Many times. Consider the Magna Carta, the Bible, the Quran, the Declaration of Independence.
The plain text of skilled copywriters can dwarf any other weapon marketers ever dream up to use in emails.
Still, HTML that looks exactly like plan text without bold, underline or italics deserves an experiment to get open rate statistics.
May 31st, 2007 at 9:42 pm
I love HTML and I also send plain text.
My subscribers love HTML. I think it is up to the personal
preference of your subscribers since they are ultimately
the ones reading them.
June 1st, 2007 at 10:04 pm
I don’t know one thing about HTML butbI amlearning from all of the good comments left here.
August 7th, 2007 at 11:29 am
If I create both HTML and text messages in the "follow-up messages" section, how does it send them? Does it send them:
1. Somehow as a single email?
2. As two separate emails to each subscriber?
Thanks,
Aweber newbie
August 7th, 2007 at 11:59 am
Hi Lee,
The text and HTML versions are included in a single email. Each subscriber’s email program will determine which one s/he sees. By default, the HTML one will be shown unless:
* The subscriber’s email program doesn’t support HTML, or
* The subscriber has chosen to read plain text only and turned off HTML support in his/her email program
August 7th, 2007 at 12:02 pm
I normally send out both versions, but I feel that when marketing
tangible goods, a picture is worth at least a thousand words. In text I
can only attempt to paint a picture of the enjoyment you will receive
by having your own swimming pool or hot tub, but with an html image,
I am able to show a picture of people actually enjoying the product.
And now with the ease of using either and/or audio and video, html is
almost a must do !
August 16th, 2007 at 8:04 am
[…] The debate over whether to use an HTML or plain-text only message has not ended. In fact, it may not ever, because there are several good reasons to use both. […]
August 17th, 2007 at 9:03 pm
[…] The debate over whether to use an HTML or plain-text only message has not ended. In fact, it may not ever, because there are several good reasons to use both. […]
August 19th, 2007 at 5:21 am
I’ve found a great deal of wisdom in all of my business affairs remembering these words,
"LEAD, FOLLOW, OR GET OUT OF THE WAY. And the most successful leaders in Internet Marketing I’ve ever read or known all concur. Leave every option to reach your prospect open. If your profit margin does not allow an adequate advertising budget to reach every potential prospect then perhaps you might reexamine your choice of businesses.
A picture can be worth a thousand words but not every picture is. A few WELL chosen words can move mountains, but it’s the vagaries of the audience we must accommodate. I’ll use both HTML and plain text and recommend both to all my clients and colleagues, as well as direct mail, face2face networking, radio, television and print media. That’s how branding happens !!
Thanx for the forum
August 21st, 2007 at 5:57 am
I use text.
Why?
Well, when you get an email from a "friend" its in text.
Our job is to turn leads into friends and friends into buyers and buyers into repeat buyers, not to send pretty messages.
I know the click rate stuff is important, but the question is really, "Did the email serve its intent?"
And the intent is to make the person react and/or purchase.
You can get that done in text very easy.
And it conditions your subscribers to (drum roll please……) READ!!
September 30th, 2007 at 7:55 am
I would like to verify that the only difference when you receive an e-mail that arrived in Plain Text;
This Means to me that, you will not any Hyperlinks in this e-mail, if there are Urls, then you shall have to copy & paste, clicking will not operate.
To me, this is the only difference, prior to reading this article.
Please if this is so wrong, let me know as I probably should know better as I am an A+ Certified PC Technician & A Certified PC Analyst, but this is approximately 85% H/W and the remaining 15% in Software, like Internet Explorer, Windows Operating Systems & Drivers for all the different Peripherals..
Please, like I said, if I’m off in any way, JUST JUMP UP & DOWN AND TELL ME SO..
October 1st, 2007 at 7:36 am
John,
With plain text email, you would enter the full URL and then each recipient’s email program will determine whether or not to make it clickable (the majority of modern email programs will make plain text URLs clickable).
January 17th, 2008 at 5:24 pm
Thanks Justin. Very helpful.