Using Text or HTML in Emails

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.

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. This 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

Always Necessary for All Messages (whether you use HTML or not)

Looks more like a Personal Email Message

Reasons Not to Use Plain Text

Can't use Colors or Graphics

Can't turn words like "Click Here" into Links - must type out URL

Harder to Break Up Into Easy-to-Scan/Read Sections

Can't Use Multiple-Column Formats Easily

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, and 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

Can Track Opens

Can Make Text Links Clickable

Can Use Images and Colors - Good Branding Opportunities!

Easy to Break Up Content into Digestible Bits (using columns, headers)

Reasons Not to Use HTML

Takes Longer than Text - and You Have to Do Text Anyway

Images are Often Blocked

Looks Less like a One-to-One Message

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 every day. Its 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.