Email design plays a big role in your marketing efforts. HTML emails with graphics, special fonts, styling, and links can really draw the attention of your recipients.
By default, Email Messages built in DemandCenter will be in HTML, but DemandCenter also provides users with the flexibility to build plain text versions of their emails through Multi-part MIME (Multipurpose Internet Mail Extensions).
The overall goal of Multi-part MIME is to make sure that when your emails go out to your prospects, you are able to offer both a HTML and a plain-text version of your email. In the event that one version cannot be viewed, the other one can be used as an alternative.
An analogy would be that of when you hand out your business card-- your card will typically include your work phone number, cell phone number, work email address, and work business address. If the recipient could not contact you at your phone numbers, they have an email address as an alternative way.
DemandCenter recommends enabling Multi-part MIME on all emails. It is good practice and has a number of benefits.
Advantages of Multi-part MIME
Multi-part MIME enables you to create plain text versions of your emails along with your HTML emails. The main benefits of having plain text emails are increasing deliverability rates and improving your end-user experiences.
- Deliverability rates improve. Security and spam devices are cautious of HTML only emails because HTML can be known to harbor malicious content. By providing a plain text version, these devices can serve the plain-text version to the end-users they are protecting. Government and financial institutions are examples of entities that have been known to be cautious.
- Email reputation and credibility improves. The presence of a plain text email can show recipients can that you are serious and that you spent time to craft the plain text version.
- Everyone understands plain text. Plain text emails can be displayed by all email clients, from PCs, laptops, to mobile devices. Thus, fears about improperly coded HTML emails are less of a concern. If the HTML is broken or not interpreted by the email client, you got yourself covered with the plain text alternative.
- No fancy schmancy! Some readers like plain and simple. That is a reason why some email clients provide a way for users to receive emails in plain text only. If you send HTML only emails to recipients that enabled text only emails, they wouldn't be able to see your emails!
How do I enable multi-part MIME on my Email Message?
- In the side navigation, click Assets. Locate and open your Email Message.
- In the top right, click Email Properties.
- Under Multi-part MIME, check the box next to Send as multi-part MIME email message.
- Compose your plain-text email in the editor window.
Do you have any tips on writing plain text emails?
You bet! This is not an exact science, but here are some guidelines to try:
- Short and sweet. Plain text emails do not get the nice styling of HTML emails. Therefore, you want to make sure emails are concise and to the point.
- Allow your emails to breathe with space. Clumps of text can be hard to read. Don't be afraid to add line breaks where appropriate, so that paragraphs do not become overwhelming.
- Don't go overboard with space. Similar to our previous tip, adding too much spacing or extra spaces can be seen as clunky or obnoxious-- two lines of spacing is a common practice.
- Make your email sections easier to see. Eyes are naturally drawn to things that stand out. For example, headers and sections of your email can be made apparent by using all capital letters or symbols. A line full of dashes could also be used.
- Links may want to be paired with text. Plain text emails do not get to enjoy the pleasures of hyperlinks in HTML emails. Add text around links to let recipients know what will be happening. e.g. visiting a page, downloading a whitepaper, registering for a seat to a webinar, watching a video.
- Make your Call to Actions (CTAs) easier to find. If your CTAs are drowning in a sea of text, it would be harder to get recipients to engage your email. Links to your web pages, or whitepapers can be highlighted with asterisks or "arrows". Here are examples:
***** Check out our blog: https://www.etrigue.com/blog/ *****
---> Contact us here: https://www.etrigue.com/company/contact/
>>> Contact us here: https://www.etrigue.com/company/contact/