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WHY DOES THE PLAIN TEXT EMAIL HAVE DOUBLE THE AMOUNT OF ORDERS THIS IS GIVING ME A COMPLEX AND MAKING ME FEEL LIKE IVE WASTED SO MUCH TIME STRESSING OVER CUTE DESIGNS. I AM NOT OKAY
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So tweeted the founder of one marketing agency.
And I was all but befuddled – the last supplement brand I worked with had as much of an “Eureka” moment as the above person.
And I don’t believe it to be an accident in the slightest:
Becuase it’s almost magical when you make the switch from sending the industry standard pretty-poster style emails full of fancy graphics…
…to nothing but a blank sheet of paper and words.
For starters:
It nigh instantly makes you stand out.
(And you have a great picture-by-picture comparison of just how much inside my book in Blind Spot #4.)
More:
Your inbox delivery will improve – the Gmails/Yahoos/Outlooks…
…actually don’t like it when you use images/graphics in emails.
So they penalize you for it.
Won’t go into the nitty-gritty, but it’s essentially because they have to scan the graphics in your emails for porn, hate speech, spam etc.
The technology isn’t there yet to the point where they can be 100% certain it doesn’t contain any of the above…
So they play it conservatively and often chug you into the dreaded spam/promotions.
(If the tech was there, then the captcha test wouldn’t exist – just have to mention that for the snarky reply guys drafting “Nonsense! We have AI today!” Nuh-uh, it’s still not good enough. We may get there someday, but today is not that day.)
But anyway:
Perhaps my favourite perk of sending web 1.0-style plain-text emails…
Is how simple they are to send.
When you email daily – as I preach and actually DO…
Messing around with HTML and 37 different overlays, and it fitting on mobile/PC properly…
…would take me as much time to WRITE one in the first place!
Every time you send out an email you make the cash register ring – sometimes more, sometimes less…
So image/graphics-heavy emails come with a steep opportunity cost as well when you think about it.
The worst part though?
Even if you spend the time messing about…
There are still NO guarantees of your graphics-heavy email working properly!
(i.e. displaying correctly on the reader’s device.)
No such problem with plain-text.
Make of all that what you will.
If you want to read up on a couple of more benefits to the plain-text email design approach…
Check out my “12 reasons why the plain-text email reigns king.” email on Email Echoes.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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