Plain Text vs. Designed Emails: What should you use?

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Hi, and welcome back to another edition of eCommerce Alchemy - your one-stop destination for everything related to ecommerce growth.

Today, let's dive into a topic that's been a hot topic among many e-commerce owners: the intriguing debate between Plain Text and Designed Emails. As you navigate through this terrain, I'm here to offer insights and guidance that will empower you to make informed decisions for your campaigns.

Let’s go!

What are Plain Text Emails and Designed Emails?

The debate between plain text emails and designed emails can often be clouded by confusing and misused terms. Let's clear up any confusion by defining these terms before we continue.

Plain Text Emails: Plain text emails are simple emails that consist only of text. They do not contain any formatting, images, or other visual elements. These emails resemble basic text documents and are typically sent without any styling or layout enhancements.

Designed Emails: Designed emails, on the other hand, are emails that are visually enhanced with formatting, images, graphics, and layout design. These emails are crafted to be visually appealing and often include branding elements, product images, and promotional materials. Designed emails can range from professionally designed templates to custom-made creations tailored to a brand's specific style and message.

Plain Text Emails

Advantages:

🔍 Enhanced Readability: Keep it clear and concise! With Plain Text emails, your message takes centre stage, ensuring effortless readability and comprehension.

⏱️ Efficiency and Speed: Need to communicate urgently? Plain Text emails cut through the noise, allowing you to convey your message swiftly and effectively.

🤝 Personal Connection: Forge genuine bonds! Crafted with authenticity, Plain Text emails create a sense of intimacy, fostering meaningful connections with your audience.

📥 Avoiding Filters: Stay out of the spam folder! Plain Text emails are more likely to land in the primary inbox, thanks to their authentic and spam-resistant nature.

Challenges:

🖼️ Visual Constraints: While great for text, showcasing visual products can pose a challenge for Plain Text emails.

🔊 Subtlety in Offers: Grand promotions might not pack the same punch without visual enhancements.

Designed Emails

Designed Emails are the canvas where creativity meets communication. They're suited for industries that thrive on visual appeal and immediate impact. Designed Emails incorporate visuals, graphics, and layout enhancements to deliver a visually engaging message.

Advantages:

💥 Immediate Visual Impact: Grab attention from the get-go! Designed Emails leverage eye-catching visuals to make a lasting impression and drive engagement.

👗 Visual Storytelling: Let your brand shine! Ideal for visually-driven industries, Designed Emails weave compelling narratives and evoke emotions through captivating imagery.

📖 Balanced Readability: Visual appeal without sacrificing clarity! Designed Emails strike the perfect balance between aesthetics and readability, ensuring your message resonates with your audience.

Challenges:

📢 Perceived Marketing Focus: Beware of coming on too strong! Designed Emails may risk being perceived as overly promotional, potentially hindering personal connections with your audience.

⌛ Time Investment: Crafting visually stunning emails requires meticulous planning and design, demanding a significant investment of time and resources.

🎨 Navigating Graphics: Strike the right balance! While visuals are powerful, overuse can trigger spam filters and compromise your message's reach.

Deciding between Plain Text Emails and Designed Emails?

Consider what fits your brand best.

Think about how you want your brand to come across in your emails. If you're into sharp looks and cool visuals, go for designed emails with lots of images. This works great if you're all about showcasing your products.

But if your brand is more low-key, simple text emails might be more your style. This is often the case for B2B professionals who like to keep things clear and to the point.

Customer preferences matter too

Knowing what your audience likes is crucial. Surveys can help, but real data is key. Test different email styles to see what your subscribers respond to best.

Too many images or too much text can turn people off, so find a balance that works. Make sure your emails are easy to read and look good.

Keep it balanced

Too many images or too much text can be off-putting. Strike a balance that's easy on the eyes and delivers your message effectively.

Consider technical aspects

Nobody wants their emails flagged as spam. Ensure proper formatting to avoid this. Using a reliable email tool can smooth out any technical wrinkles and ensure your messages land where they're meant to.

Whether you opt for fancy designs or keep it simple, it boils down to your brand, your audience, and getting your emails delivered. Experiment, adapt, and find what works best for you!

Strategic Deployment: Practical Tips

When planning your email campaigns, consider the perfect blend of human touch and automation. For businesses with high Average Order Values (AOVs), Plain Text emails shine in automated flows, providing a personalised touch at scale.

Campaign Strategy

Find your balance! Aim for a harmonious mix of Designed and Plain Text emails, with a ratio like 80/20 or 90/10. Keep your campaigns diverse and engaging to hold your audience's interest.

Final Thoughts

Choosing between Plain Text and Designed Emails isn't about right or wrong but about finding the best approach for your brand and audience. By thoughtfully incorporating both into your campaigns, you can optimise your communication efforts and achieve better results.

I hope this breakdown helps you navigate the email marketing landscape more confidently. If you have any questions or need further assistance, feel free to reach out anytime.