The battle between HTML vs. plain text emails has been going on for a long time. There have been several questions running through business owners’ minds, such as: which will work better for their business? What is the difference between them? How can they yield benefits from both types of emails? And much more.
A customer receives several emails in a day from different brands. Some of those are from your competitors. So, how will you ensure that your email is more effective than your competitors?
Well, there is a way to leave a long-lasting impression on the minds of your customers. The way is to choose the type of email as your business requirements and audience.
You can choose between two types of emails: HTML and Plain-Text Email. HTML emails are creatively designed with visual elements, whereas plain-text emails are basic emails devoid of graphics.
Which type of mail you choose to opt for boils down to your business’s needs, budget, and impact you’re looking to generate.
In a survey by Databox, 62% of users used both HTML and plain-text emails, 16% favored plain-text emails, and the remaining 20% used HTML emails.
If you are dubious about the email format you should go for, read this blog. It’ll help you strengthen your eCommerce email broadcast game and get ahead of your competitors. Let’s settle the battle once and for all.
HTML Emails: What are they?
HTML or Hypertext Markup Language is a coding language used to design websites and pages.
HTML emails are aesthetically pleasing emails that include visual elements such as graphics, videos, gifs, and much more. Businesses or brands mainly use this type of email to provide attractive offers, driving the targeted audience to their website.
HTML email format allows businesses to include CTAs (Call to Action) buttons to make customers take action. Companies can track that action, making it easier to monitor conversion rates. As per Unbounce’s Conversion Road Trip, CTA buttons can help you boost your email clicks by 371%. So, businesses need to make a compelling HTML email to grab the eye of the reader.
Advantages of HTML Emails
Appealing
In terms of visual appeal, HTML emails win the battle. HTML emails are used solely to take the readers’ attention to the product or services. Businesses use attractive designs, layouts, and fonts to convey the message effectively. Get Response Email Marketing conducted a survey on more than 1 billion emails. As a result, there was an increase in HTML email click by 59% compared to text emails.
Responsive Design
One of the top advantages of HTML email is responsive design. Responsive design refers to including CTAs (Call-to-action) and clickable links in your email body. This makes the email effective resulting in customers taking action. CTAs are one such element in an HTML email, making it unique and different from other formats. Businesses have the freedom to design HTML email in a way that the CTA stands out, encouraging customers to click.
- Customization
The more personalized your email will appear to your customers, the higher will be the conversion rate. Nothing is more convincing than a personal touch to an email that makes customers feel important. You can customize HTML emails per clients’ needs and requirements using attractive fonts, layouts, graphics, etc.
Engaging
Most businesses send an email with lots of information that fails to grab the reader’s attention. The key to efficiently luring your audience is keeping their interest in mind and including only relevant information and attractive visuals. HTML email is one of the best ways to convey your messages to your target audience.
Track Progress
HTML email offers the feature of tracking email campaign progress. With a simple integration of code, you can analyze the number of people who opened your email, clicked on CTAs or links, click-through rates, and much more. In short, the HTML email will provide real-time data of your campaign, which will help you measure its effectiveness. You can assess the report and make the necessary changes to gain positive results.
Plain-text Emails: What are they?
Plain-text emails are true to their name – plain and simple email format.
Unlike HTML emails, plain-text emails don’t include complex codes, attractive visuals, unique fonts, layouts, designs, videos, images, etc. Most businesses on a low budget opt for plain-text emails.
Compared to HTML emails, plain-text emails are inexpensive, and customers connect to the email on a personal level.
Advantages of Plain-text Emails
High Delivery Rate
The ultimate goal of an email is to make it land in people’s inboxes so they can open and engage with it. A plain-text email is more likely to be delivered to your client’s inbox as it is free of any code or visuals (such as images, videos, designs, etc.). Unlike HTML emails, plain-text emails are not considered emails just for marketing gimmicks, as they have a personal touch that makes customers feel valued.
Convenient
Plain-text emails are conveniently understood and read by everyone, as there are no distractions in the form of images or other designs. HTML emails sometimes take time to open, making customers lose their patience. In contrast, plain-text emails are immediately accessible to read.
Personal Touch
A plain-text email helps you connect with a customer on a personal level which is not possible with HTML emails. The customer feels like they are having a one-on-one conversation, making them engage with your email. Often, customers disregard HTML emails thinking they are just for commercial purposes. Therefore, plain-text emails are the best option to increase your conversion rate.
Low Risk
In HTML emails, hidden links or links on images increase the security risk. There is no such risk involved in plain-text emails as URLs are present in plain sight. So, customers are aware of where they are clicking, which helps gain their trust.
Engagement
Although HTML emails have more attractive visuals, plain-text emails have a better click-through rate. Customers receive several emails every day. They do not have the time and patience to wait for an HTML email to upload. Therefore, plain-text emails clearly win the game here.
HTML Vs. Text Emails: What are the differences?
Analytical Insight
Unlike plain text emails, the conversion rate of HTML emails can easily be tracked using embedded code. There is a code in HTML email that helps users analyze their performance of emails, such as email open rates, who end up clicking on links, etc. On the other hand, a plain-text email is a simple email wherein you do not have access to any metrics.
Between HTML emails and plain-text emails, HTML emails have the upper hand when it comes to analytical insight.
Easy to Access
When we talk about accessibility, it means how accessible it is as a technology to the customers. In the case of HTML emails, there are icons, buttons, images, videos, etc., making them inaccessible to people with visual disabilities. It is difficult for their reading software to read HTML email content. However, on the other hand, text emails are just plain emails that anyone in the world can access.
Therefore, in terms of accessibility, plain-text emails are better.
Spam Factor
While sending an email, you have to keep in mind to frame the email in a manner that it doesn’t end up in the spam folder. In plain text emails, if you include too much promotional content, including unnecessary website links, unsubscribe links, etc., Gmail will consider it spam. On the other hand, HTML emails have lots of visual elements, such as images, videos, CTA buttons, and much more which Gmail will not be able to read. Hence, it will mark it as spam.
To avoid the spam folder, you must keep your email as simple as possible, including only essential information that provides value to customers. In this matter, plain text emails are the best option to hit your customers’ inboxes.
Visually Attractive
Plain-text emails are simple emails you receive daily, devoid of visual elements. However, HTML emails are the complete opposite. There is a lot of visual content in the form of images, videos, icons, designs, layouts, multimedia content, etc., which makes them appealing. This type of email increases the conversion rate, bringing positive results. So, if your goal is to lure customers to your product or service, HTML emails are your go-to email.
Email Structure
The structure of text email doesn’t take time as you only have to write plain text. But the same cannot be said for HTML emails. It is a type of creative email which involves coding and designing. It requires effort and time to create an effective HTML email. However, not all businesses have that much time and money to invest in HTML emails.
Therefore, plain text email is the best alternative if you have to send tons of emails daily. HTML email can be used for a special occasion to inform about any offers or discounts on your products or services.
Comprehensive
Most people only have a little time on their hands to read the text of the plain-text email. However, in an HTML email, the text is simplified as it is presented in a visually appealing manner which helps convey the message through multimedia content. Therefore, HTML emails are worth investing in to make your customers interested in your service or product.
Efficiency
There are various factors that you have to consider before sending an email to your customers. If you have to send a formal email for business purposes, a plain-text email is the one you should choose. But if your goal is conversion and engagement, HTML emails are the best option. So, make a wise decision to get positive output.
Final Verdict: Which one works best for eCommerce email broadcasts?
So, now the question arises: Which type of email works best for eCommerce email broadcast?
Both types of email come with their own set of advantages and disadvantages. It all depends on the purpose for which you are sending an email, the output you want to receive (engagement or conversion), your industry, etc.
eCommerce business is all about buying and selling products through the internet. Hence, eCommerce business owners’ main aim is to send attractive and interactive emails to customers to lure them into making purchases. For this purpose, your email must be made up of multimedia content, engaging layouts, product images, CTA, etc. These visual elements can only be included in HTML email format.
Therefore, the clear winner in the debate of the type of email which will lead the eCommerce industry is HTML email.
In an HTML email, visual elements help convey your brand’s image and the type of product you have to offer. This makes it easier for customers to make their decision in terms of purchasing. Also, the CTA (Call to Action) button is beneficial in an HTML email as target customers can directly purchase the product.