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Plain Text vs. Rich HTML emails - case study

by Gaurav Duggal
8 replies
Hey fellow warriors,
Just came across this - HTML vs Plain Text Email – Which Raised Revenues 303.8%? (Note: Subject lines, offers, & landing pages were identical) : Which Test Won . Thought the results were quite interesting and figured i'd share it with everyone here.
#case #emails #html #plain #rich #study #text
  • Profile picture of the author Entrecon
    Cool! I picked the right one.

    If you deal with email and end users enough, the answer is obvious.
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  • Profile picture of the author Ryan Draper
    I think its pretty well known now that plain text is where its at, but good article read, thanks mate!
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  • Profile picture of the author Eleanor
    That's very interesting. A lot of people seem to think that HTML emails are the way to go - I've always filled out both when I stock up my emails in Aweber.

    Now I'm definitely glad I did
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  • Profile picture of the author Diego Hernando
    Actually both are HTML
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  • Profile picture of the author Shaun OReilly
    Originally Posted by Gaurav Duggal View Post

    Just came across this - HTML vs Plain Text Email – Which Raised Revenues 303.8%? (Note: Subject lines, offers, & landing pages were identical) : Which Test Won . Thought the results were quite interesting and figured i'd share it with everyone here.
    The test results are not surprising considering the poor
    execution of the HTML version (it was nearly ALL images).

    Just because the HTML version sucked in this test does
    NOT mean that HTML e-mails are a bad idea.

    If you execute HTML e-mails skillfully and send both HTML
    and Plain Text versions, you may be equally surprised by
    the results.

    For example, in the HTML e-mails I send out, I use no
    additional images (apart from the tracking image) and
    make light use of formatting such as bold, italic and
    color.

    What's more the use of Anchor Text for links in HTML
    e-mails gives a bump in click-through-rates and sales.

    So, consider the content and context of any test results
    that you find.

    That said, test it out for your own list to get the right
    answer for YOU.

    Dedicated to mutual success,

    Shaun
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  • Profile picture of the author WillR
    Yes, as Shaun said a good HTML email should not look any different to a standard text version. The only difference might be in your anchor text and the occasional use of the bold or italicize stylings. I would also send out both versions. The beauty of HTML is it allows for tracking.
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  • Profile picture of the author Gaurav Duggal
    Yeah, I agree with the general sentiment here. As Diego pointed out, both are actually HTML. However, I see an opportunity here to help businesses optimize their emails. Its amazing how many large businesses go with fancy, heavily graphically based HTML emails. Just offering them email optimization could be an untapped market... hmmm
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  • Profile picture of the author big-marketing
    the test is complete bull****. not only is it not a plain text vs html test, but the copy is different as well.

    plain text is not where it's at. it's where YOU are a the moment.

    hth
    big jason
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    Big Jason Henderson of Breakthrough Email Marketing
    18+ years of email marketing... Certified Email Marketing Optimization, Landing Page Optimization, Value Proposition Development and Online Testing Specialist by MECLABS

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