Which is Better: Text or HTML? :: AWeber Knowledge Base

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Which is Better: Text or HTML?

When composing a message, you have the option include both a plain-text and HTML version.

HTML provides more options for formatting, much (but not exactly) like you have for your web page. So, with more options available, why would you want to use a plain-text only message?

Let's consider the most important considerations in comparing the two.

Plain Text is More Conversational

Small to medium sized businesses have an advantage over their larger competitors. Due to their sheer size, it is far more difficult for giant companies to connect on a personal level with their customers.

So, while your subscribers receive emails that look like brochures from competitors, you can work on a niche they have no access to.

By writing your email messages in a plain-text, letter like format, you connect with your subscribers the same way they're used to communicating with their friends and associates online.

Be sure to personalize your messages using your subscribers' names to amplify this effect.

For your time considerations, consider also that plain text messages are the simpler and quicker type of message to compose and send out.

Cautions

Plain text messages are just that -- plain text. There is no opportunity to include links or the complex formatting of HTML.

On the other hand, you can include clickable links, but you'll need to type out the full URL address.

Good:
http://www.aweber.com/faq/

Bad:
aweber.com/faq

Also, since open tracking relies on the use of an invisible image, open rates (how many times messages are opened) cannot be tracked if you include only a plain text version of your message.

HTML Benefits

Plain text messages may be more conversational, but it doesn't afford much room for the potentially powerful effect of great graphic design.

By including an HTML version of your message, you can use images (your company's logo, your picture, photos of your products, etc.) and make use of contextual links (Click Here! instead of http://www.aweber ....).

HTML email marketing also affords an opportunity to direct the visual focus of readers to the most important parts of the message and allows you to the track the number of times messages were opened.

Cautions

If you're using a click tracking feature, such as the one AWeber provides, be sure to use a contextual link. Don't make a URL address clickable, as it may cause your message to be filtered as SPAM.

Good:
Visit my website for a special coupon.

Bad:
http://www.example.com/thisisalink.htm

Also, HTML email design has different requirements than that of your website. Along with greater flexibility for design comes a greater requirement for time to test messages to different addresses to make sure they appear how you wish for them to.

It's Not Entirely Either / Or

If only a plain-text version is included, it is what your subscribers will see. On the other hand, if you also include an HTML version, almost all (if not all) subscribers will see that version.

Whether or not you also include an HTML version, always include a plain-text version as well.

So, Which Should I Use?

Each version has its advantages and some minor cautions to mind. Which one you choose will depend upon the priorities of your email campaign.

Would you like to keep things simple and speak in a strictly conversational tone? Compose only a plain text version.

Would you like to create something that is visually compelling with the branding of your website and links that use clickable words rather than cryptic URL addresses? Then, include an HTML version.

Ultimately, it comes down to your preferences for style and what you perceive your readers as appreciating more. These guidelines are simply food for thought.