There’s an ongoing debate in e-mail marketing over which format option will optimize results: simple text-based e-mails or fancier html versions. For our e-mail list and marketing clients, AccuList USA offers some surprise findings on that point: Marketo reports that a recent analysis of e-mail effectiveness shows text-based e-mails perform significantly better than their more creative HTML counterparts. Although both formats have the same open rate, text-based e-mails have 21% higher unique click-to-open rates on the offer link and 17% higher unique click-through rates on the offer link, according to the Marketo study.
So should marketers dump their rich html creatives? Not so fast.
Text E-mail Is Personal & CTA-Focused, But…
Why did the text-based versions win more response? The Marketo study found that text-based e-mails’ fewer visual distractions focus response on the call-to-action link. In HTML versions, nearly 16% of clicks went to other links (such as logos) instead of the main call-to-action link, per Marketo. Other research shows that text e-mails are also viewed as more personal by recipients, who see the visually rich html e-mails as clearly commercial. Finally, text-based versions have a better chance of delivery since the messages are less likely to be caught in spam filters or to have mobile viewing issues. But there are clear disadvantages, too. The key drawback of plain text formats, with no html, is that there is no tracking of open rates or clicks. Plus, URLs included in the message must be fully typed out, which can create visual clutter. Text-based e-mails without any html design elements will lack engaging visual impact for branding or product promotion, will have less ability to break information into easy-to-read/scan sections or columns, and will have few tools, such as buttons and color, for directing CTA attention.
Marketers Still Like HTML Tracking & Branding
Despite general response findings, html e-mails continue to be used because of advantages that make them the right choice for campaigns relying on branding, richer messaging and detailed metrics. For example, html allows incorporation of branded images and logos that may yield higher conversion rates for some verticals. An html e-mail also can package more information in digestible, easy-to-read bites. It can direct action via color, clickable text and buttons. Most important, html offers tracking of opens and clicks for marketing metrics.
For a more extensive discussion of the marketing merits of text versus html e-mail formats, check out this helpful digitaldoughnut article: https://www.digitaldoughnut.com/articles/2016/december/choosing-between-plain-text-html-email