Plain emails not only save time but work better (2016)

Part of that is that it is easier to be misidentified (or, of course, correctly identified) as spam by automated checkers the more you do with a message. Logs of image and little text? Higher spam likelihood score, lots of CSS could be trying to disguise real links, higher score, ...

Even if not identified as spam there are less stringent automated classifications that can take your message out of the user's default view (the social and promotions sub-sections of gmail, for instance).

Click rate of html email: 0.3%

That's very low and yet the result was, loudly claimed in bold, that the plain text one had 3.3x more clicks than the designed email!! Also, the opened rate is within the margin of error and therefore insignificant. I may not be a data analyst, yet I look at the analysis and think to myself, "eh?"

The problem is a lot of marketers or designers go overboard with HTML emails and they’re overly designed with visuals and graphics in an attempt to look good or match their brand.

Using actual plain text is a bit of a pendulum swing in the other direction though and really restricts things, including the fact you can’t add tracking pixels to get the analytics you might need.

An HTML email that is “designed” to still look like plain text strikes a good balance I think. Allows for some visual type hierarchy improvements, allows for links with clear anchor text and utm tags and any tracking pixels you need. Easier for you the developer to maintain. While at the same time isn’t distracting to the user.

Since then, I’ve made all important announcements to my company’s customers via this “personal”, no-design style. The reply-to is my direct email address, which I think deepens the personal touch of this style, and prevents me from abusing this format for marketing spam (since I inevitably get a few dozen replies from customers every time I send an email like this).

On the note of this style being more effective just because it’s different: There’s certainly an element of that, but I don’t think a really personal-feeling email can work for frequent marketing emails. First, I think the real reply-to is a critical part of a “personal” email, and second, I think companies will understand that this style works better when reserved for infrequent communication that you really want read. At our company, our standard marketing goes out designed. But when I want to announce a new product or feature, I’ll send it out just like an email from my outbox (plus the mandatory unsubscribe link). My customers read those emails more than any others, and I’ve never had a bad response.