You did it! You’re finally done crafting a beautiful HTML email. Time to kick off your shoes, pop some champagne, and let the post-email celebration begin. That is, if you’ve already created the text version to go along with it.

What’s that? You haven’t? Oh boy. Pop your shoes back on and let’s have a quick run-down on the importance of creating plain text emails along with your HTML coded emails.

Plain text emails serve several purposes in a well thought out email campaign. Not only do they guide your HTML emails around spam filters, they also prove invaluable when being viewed on wearable or mobile tech. With the announcement of the new and improved Apple Watch 2, as well as the proliferation of various forms of wearable tech in the past year, the demand for plain text emails will definitely be on the rise. Ease of viewing is the name of the game, and it doesn’t get much more convenient than viewing your emails without even taking out your phone.

Although many email creation tools have a feature which allows you to create a plain text version of your HTML email automatically, often times these tools produce unintelligible, frankly insane looking emails which you obviously want to avoid. Here are a few key tips to creating the perfect plain text email for your audience:

  • #1 with a bullet: Replace bullet points, which also are not supported, with symbols such as -, * or +.
  • Avoid the clutter: Create white space by separating paragraphs
  • Structure is crucial: Create a hierarchy and define your headings and sections; use symbols such as *, – or = to help the reader scan the content
  • Make your intentions obvious: Provide clear call to actions (CTA) with clickable links. You should either put your links on a new line or use symbols such as [square brackets] to differentiate them from the text
  • Don’t muddle the issue: Avoid using too many links, especially if they haven’t got a clear CTA
  • Tidy up: Remove unnecessary text; sometimes ALT text from images repeat existing text
  • Defend your IP elsewhere: Amend corrupted characters such as trademarks, copyrights; these aren’t supported in plain text emails

HTML design:

HTML email example

Plain text design:

Text email example


As you can see from the example, the plain text email conveys the same information just as clearly as the HTML email, makes the links stand out, and plainly separates the headers and articles using a mix of space and symbols.

Optimizing your emails with a plain text version is good practice since your HTML emails should be simple enough to makes sense without any frills anyway. And, with the market value of wearables steadily increasing over the next three years1, its the perfect time to start utilizing this useful tool to maximize your exposure.


For further help with crafting your plain text email contact the StoneShot team,

Source: (