Among the different choices to make to build your email campaign comes the question of the format, namely if you choose to opt for the HTML or the Plain-Text. It is indeed good to understand a minimum everything related to the back-end so that you can then choose the most relevant option for your email. HTML or raw text? Captain Verify invites you to take stock of each of these formats in order to better know which to use according to the situation.

What is an email in HTML format?

The HTML means HyperText Markup Language. This is a coded language used for the creation of pages on the web. This coding will then be returned by an HTML player in the form of a visual with text, images, etc.

His advantages

  • The HTML format offers a visually very attractive experience, with countless possibilities for sophisticated shaping, and therefore better product/service valuation. At the same time, it allows standing out and better convey the desired brand image.
  • It offers excellent control over the design.
  • It allows you to obtain better follow -up as well as better analysis.
  • It allows you to integrate many elements into email, such as color, font, images, etc.
  • It allows you to create attractive call-to-action.

Its disadvantages

  • The HTML format presents higher risks in terms of viruses and phishing.
  • It does not always appear well on all devices (compatibility problems).
  • He can also take time to display himself and/or poorly appear in case of poor connection.

What is a plain-text email?

An email in plain-text, is a simplified version of the HTML message, because it contains only text (no images, fonts, graphics, links). It therefore strongly resembles a classic email that you send from your personal mailbox, a little like a tête-à-tête conversation.

His advantages

  • The raw text works well on all types of devices.
  • It offers a simple and easy display, even in the event of a difficult connection.
  • He facilitates personalization with data collected, such as the name of the person, his civility, his age, his preferences, etc.
  • It gives a more authentic image, because it is simply text, thus makes one think of a personal email.

Its disadvantages

  • Design control is low, even non -existent, with the raw text.
  • He offers little or no creation options and therefore sorely lacks visual attraction.
  • It does not allow the integration of links, images or multimedia content.
  • It does not allow to design attractive call-to-action.
  • Its follow -up capacity is relatively low.

So, html format or gross text?

Although HTML is mainly prized and used today, the raw text should not be abandoned. Indeed, everyone has its usefulness and will be more suitable in this or that situation (targeted public, sector of activity, type of email).

If you summarize, the HTML format is recommended if you need precise analysis and monitoring, if you are looking for creativity and visual attraction to stand out. It works for B2C as well as the B2B. Use it for marketing emails that must attract the eye, distinguish yourself, be particularly attractive in terms of design: newsletters, promotional emails, welcome emails, recovery, birthday, invitation to an event, etc.

Regarding the raw text, it will better meet your expectations if you want a simple display, compatibility with all devices, excellent deliverability, as well as particularly personalized content. It is mainly suitable for B2B. You can use it for more personal contacts and for emails not requiring too sharp a layout: transactional email, prospecting, survey, appointment, loyalty, etc.

Finally, note that the majority of marketing experts choose to mix HTML and raw text in their emails, allowing to benefit from the best of both worlds.