SE1
Are text versions really necessary in 2015?
Hi,
Now that we are in 2015 is there really a need for users to generate a text only version of a responsive email? Do any ISPs still look for a text version and make decisions based on if the text version being present? I am trying to make a recommendation to a client on if the resources that we have generating a text version of a HTML email is even needed if it should be sunsetted.
Thank you!
Hi,
I've always been under the following impression.
Spammers are lazy, lazy people don't create plain text versions, ISPs see no plain text copy they assume you're a lazy spammer. This may not be technically correct but it's my way of legitimising them.
Here's something from Litmus on them - https://litmus.com/blog/best-practices-for-plain-text-emails-a-look-at-why-theyre-important
I also think plain text emails are going to become more important as smartwatches begin to gain popularity. I'm thinking we will end up creating one line of text summarising the whole email and one link at the top of each plain text copy which would be viewable on a smartwatch.
For me, the small amount of time it takes to create a simple plain text email outweighs any potential problems that could happen because you don't include one.
Thanks
Chris
This is it - it's more than just about whether the plain-text version is seen by the customer but more about how to get into inboxes by making sure you tick as many email best practice methods as possible.
I would think that ISPs would have better methods to differentiate emails other than to make senders do "busywork". I have been to a few deliverability talks in the past few years and email content has gotten much lower priority in the filter stack than IP/sender reputation and email engagement - and rightly so.
In the past with limited technology and resources, simple checkbox checking based filters did a decent albeit imprecise job at filtering spam but these days there's enough signal in the inbox and IP reputation that those checkbox mechanisms although possibly present don't have as much weight.
As for plain-text. I'm in the camp that senders should put as much text in their HTML email, but a plain-text part IMHO is going the route of the "no javascript" fallback version of web-pages.
Regarding watches, Litmus came up with an update that the Apple Watch supports a watch-html mime part.
https://litmus.com/blog/how-to-send-hidden-version-email-apple-watch
That may have some practical use - though it remains to be seen if smart watches and reading promotional emails on them are indeed more than a passing fad.
Another point is accessibility, because of the way we're forced to write code for emails it makes them pretty tricky to use with screen readers so a plain text version will make your emails usable for visually impaired folks.
Yes they are necessary,
Specially for smart-watches (short explanation).
Thanks Asian! I realize that the smart watch will be something that we need to figure out but I am still not sold on including text versions. I think that if the HTML is coded properly with good use of alt text and copy without being too image heavy, that even if the images are stripped then the email should still have short and precise call to actions. So, if we spent additional time on alt text, preheaders, copy in the email, this should be enough details that a text copy is not necessary. Do you agree?
In my opinion I would try to use plain text with every email.
AsLan
Hi Shanan,
For accessibility, it's a good idea, and for watches it's probably also a good idea (but it seems that they may also be able to display some simple html).
For deliverability, or filtering it does not make an ounce of difference. We are an ESP and we deliver millions of emails each month. none of our emails have text versions and they have great, open click and conversion rates (that said, the emails go to ecomm customers, and most of them seem to be using newer hardware and "lots" of mobile). Simply put our emails are not being turned away due to a lack of "text version", I think this may be an "old" idea.
Seth
Litmus wrote about this not long ago... Silly smart watches are making text versions a must: https://litmus.com/blog/apple-watch-favors-text-version-breaks-links