Why Text Versions & Multipart HTML Emails Matter In Email Marketing

Email marketing is a powerful tool for businesses to engage with their audience and drive conversions. When creating email campaigns, one approach that offers significant benefits is using multipart HTML emails. In a multipart email, you have the opportunity to include both an HTML version, which allows for visually appealing designs and interactive content, and a text-only version, which ensures accessibility and compatibility.

In this blog post, we will explain more about the value of sending multipart HTML email campaigns and how the inclusion of a text version enhances the overall effectiveness of your email marketing strategy.

What Are Multipart HTML Emails?

Multipart HTML emails are designed to provide the best possible experience for your recipients by catering to various preferences and possible limitations determined by their email client. When creating your campaign, the multipart functionality built into professional email marketing platforms allows you to include both an HTML version and a plain text version of your email within a single message. 

When a recipient receives a multipart email, their email client automatically selects the appropriate version to display based on the recipient's capabilities and preferences. This means that recipients whose email client settings enable them to view HTML emails will see the visually rich version, while those who cannot or prefer plain text, will receive the text version.

Why Are They Important?

The version of an email that recipients receive, whether HTML or plain text, depends on various factors such as their email client settings, device capabilities, and personal preferences.

In general, modern email clients and devices support HTML emails and are capable of rendering them properly. As a result, the majority of recipients are likely to receive and view the HTML version of your email. HTML emails allow for more visually appealing designs, including images, formatting, and interactive elements, which can enhance the overall user experience. 

There are scenarios where recipients may receive the plain text version instead and these are explained in more detail further down. However, a key reason for savvy marketers to generate a plain text version alongside the HTML email is to avoid spam filters. Why is this crucial? When it comes to email deliverability, avoiding spam filters is essential to ensure your messages reach the intended recipients' inboxes. Sending multipart emails can significantly contribute to achieving this goal.

Avoiding Spam Filters

Spam filters often scrutinise emails for various characteristics that might indicate spam or malicious content. One such characteristic is the excessive use of HTML elements in an email. By sending only an HTML version, your email might trigger spam filters and end up in the recipients' spam or junk folders.

On the other hand, including a plain text version alongside the HTML version helps to establish legitimacy and transparency. Multipart emails demonstrate that your message is not solely focused on visual aesthetics but also provides valuable content in a plain, straightforward format.

In addition, plain text versions of emails have a simpler structure, making it easier for spam filters to analyse and verify the content. By offering both HTML and plain text versions, you increase the chances of your email bypassing spam filters and reaching the primary inbox of your recipients.

Why Do I Need A Text-Only Version Of My Email Campaign?

Improved Deliverability and Reduced Spam Risk

As already explained, including a text-only version in your email campaigns positively impacts deliverability rates. Some spam filters or email clients are more likely to categorise emails without a text version as spam. By providing both an HTML and text version, you reduce the risk of your emails being marked as spam, improving the chances of reaching your intended audience's inboxes. Including a text version also demonstrates transparency and a genuine desire to provide valuable content to your recipients.

Accessibility and Inclusivity

By including a text version in your multipart HTML email campaigns, you ensure that your content is accessible to all recipients, regardless of their abilities or the devices they use. Some individuals may have visual impairments or disabilities that make it challenging to interpret HTML emails. Providing a text version ensures that everyone can access and understand the content of your emails, fostering inclusivity and demonstrating your commitment to reaching a diverse audience.

Compatibility Across Email Clients and Devices

Not all email clients and devices render HTML emails in the same way. Some clients may not support certain HTML elements or may have security settings that disable them. With a plain text version, you guarantee that your message is readable and understandable across different email clients and devices. This improves compatibility, ensures consistent communication and increases the likelihood of your core message being effectively conveyed.

Faster Loading Times in Less Optimum Situations

Text versions of emails tend to load faster than HTML versions, particularly for recipients with limited bandwidth or slower internet connections. By providing a streamlined and lightweight text version, you enhance the user experience for those recipients who need to access their emails in less optimum conditions. This consideration fosters a positive perception of your brand and enables recipients to engage with your content however they access your email.

Getting Started With Multipart HTML Emails

Select a Reliable Email Service Provider

To get started with multipart HTML emails, your first task is to choose an email service provider (ESP) that offers robust support for multipart functionality and provides the necessary features for your campaign. Consider the following factors when making your decision:

• Multipart Support: Look for an ESP that has built-in support for multipart emails, allowing you to send both HTML and plain text versions.
• Feature Alignment: Ensure that the ESP offers the features required for your campaign, such as easy-to-use template editors, personalisation options, automation capabilities and landing page builders.
• Level of Support: Consider the level of support you anticipate needing. While many reputable companies offer multipart HTML email capabilities, the quality of client support varies widely.

Smart Messenger: An Excellent Choice

Smart Messenger stands out as an excellent choice for marketers, particularly for those seeking Mailchimp alternatives. Our platform provides professional features, a user-friendly interface, and built-in support for HTML and plain text versions of your emails.

With the Smart Messenger system, creating a plain text version of your email is hassle-free. Our platform includes an auto-generate feature that creates a plain text version based on the content of your HTML design. If necessary, you can edit the text version separately to ensure it perfectly aligns with your needs.

When you choose Smart Messenger, you also benefit from the following:

• Dedicated Account Manager: As a Smart Messenger client, you are assigned a dedicated account manager who will provide personalised assistance and support, including training.
• Immediate Phone Support: Enjoy the convenience of prompt phone support whenever you require help, ensuring a stress-free experience with your email marketing campaigns.
• Data Security: Smart Messenger is a 100% UK-based platform, ensuring that your data remains securely within the UK at all times. Support is delivered by the friendly experts at our Norwich HQ.
• Comprehensive Functionality: Smart Messenger offers a powerful, fully-featured email solution, template editors, workflow automation, comprehensive analytics and landing page builders, catering to the needs of both low and high-volume senders.
• Subscription Plans: Choose from three flexible subscription plans, with prices starting at just £10 per month. Our subscriptions include comprehensive training and free access to our Just Call Us support service.

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