Summary
Plain text emails are necessary in several scenarios. They are essential for machine-to-machine communication, alerts/reports via email2sms gateways, and userland automations. Plain text versions improve deliverability, ensure accessibility for users with visual impairments or those using older devices and screen readers, and offer a fallback when devices or providers don't support HTML. Certain devices like Apple Watches only support plain text or a rich text subset, and some ticketing systems struggle with HTML. Plain text also helps with parsing email content programmatically, delivering simple informational content, avoiding spam filters, and accommodating older email clients. User preferences and system-level requirements may also necessitate plain text emails.
Key findings
- M2M and Automation: Plain text is critical for machine-to-machine communication and various automation tasks.
- Device Compatibility: Devices like Apple Watches and some ticketing systems require plain text or have limited HTML support.
- Accessibility: Plain text ensures accessibility for users with visual impairments and those using screen readers.
- Improved Deliverability: Plain text versions help improve deliverability and avoid spam filters.
- Fallback Mechanism: Plain text serves as a fallback when HTML is not supported by the device or email provider.
- Easy Parsing: Plain text facilitates easier parsing of email content for automated data extraction and analysis.
- IETF Standard: The IETF standard allows for a plain text part in email messages, which some systems rely on.
- Preheader Use: Email preheaders often rely on the plain text part for notifications and previews.
Key considerations
- Target Audience: Consider your target audience's devices, email clients, and accessibility needs when deciding whether to include a plain text version.
- Content Simplicity: Use plain text for simple, informational content where complex formatting is not needed.
- Automated Systems: Ensure plain text support for system alerts and automated processes to guarantee reliable communication.
- Accessibility Practices: Prioritize plain text to cater to users with accessibility requirements and promote inclusivity.
- Deliverability Optimization: Include a plain text version to enhance email deliverability and reduce the risk of being flagged as spam.
- Data Extraction: Employ plain text to ensure easy and reliable data extraction from incoming emails for automated processes.
- Client Support: Evaluate the email client usage among your audience to determine the need for plain text support for legacy systems.
What email marketers say
13 marketer opinions
Plain text emails are still relevant in various scenarios. They are essential for machine-to-machine communication, alerts/reports via email2sms gateways, and userland automations. Including a plain text version improves deliverability and ensures accessibility for users with visual impairments or those using older devices and screen readers. Plain text formats are also beneficial for automated system notifications, parsing email content programmatically, and for delivering simple informational content efficiently. They act as a fallback when devices or providers don't support HTML and are easier for machines to parse for automated tasks.
Key opinions
- M2M & Automation: Plain text is crucial for machine-to-machine communication and various automation tasks.
- Improved Deliverability: Including a plain text version can enhance email deliverability and avoid spam filters.
- Accessibility: Plain text ensures accessibility for users with visual impairments and those using screen readers.
- Older Devices: Plain text enables content access on older devices with limited HTML support.
- Efficient Parsing: Plain text simplifies the parsing of email content for automated data extraction.
- Fallback Option: Plain text serves as a fallback when HTML is not supported by the device or email provider.
Key considerations
- Target Audience: Consider your target audience's devices and email clients to determine if plain text is necessary.
- Content Complexity: Use plain text for simple, informational content where complex formatting is unnecessary.
- Automated Systems: Implement plain text for system alerts and automated processes to ensure reliable communication.
- Accessibility Needs: Prioritize plain text to cater to users with accessibility requirements and ensure inclusivity.
- Deliverability Optimization: Include a plain text version to improve email deliverability and avoid spam filters.
- Data Extraction: Use plain text to guarantee easy and reliable data extraction from incoming emails.
Marketer view
Email marketer from Email Marketing Forum responds that people using older mobile devices or those with very basic email applications may only be able to properly read plain text emails. This ensures they can access your content.
5 Mar 2023 - Email Marketing Forum
Marketer view
Email marketer from EmailOctopus Blog shares that plain text emails are essential for accessibility. Some recipients may have visual impairments or use screen readers, which can better process plain text emails. It ensures a more inclusive experience for all subscribers.
8 Nov 2021 - EmailOctopus Blog
What the experts say
6 expert opinions
Plain text emails are needed for a few key reasons and devices. Apple Watches only support plain text or a rich text subset, and some ticketing systems struggle with HTML emails. Email preheaders, used for notifications, often rely on the plain text part of multipart emails. Wearables, in general, are a primary concern for plain text support. Additionally, plaintext versions aid accessibility for screen readers, can improve spam filter scores, and are required by some older email clients for readability.
Key opinions
- Apple Watch Support: Apple Watch primarily supports plain text or a rich text subset, not full HTML emails.
- Ticketing System Compatibility: Some ticketing systems have issues processing non-plain-text emails.
- Preheader Use: Email preheaders often rely on the plain text part for notifications and previews.
- Wearable Devices: Wearable devices are a major consideration when deciding to include a plain text version of an email.
- Accessibility: Plaintext versions improve accessibility for users with screen readers.
- Spam Scoring: The absence of a plaintext version may negatively impact spam filter scores.
- Legacy Clients: Older email clients may require a plaintext version to render emails correctly.
Key considerations
- Wearable Optimization: If your audience uses wearables, prioritize plain text or simplified HTML.
- Ticketing Integration: Ensure compatibility with ticketing systems if your emails are used in that context.
- Accessibility Practices: Always include a plaintext version to support users with accessibility needs.
- Spam Prevention: Include a plaintext version as a best practice to avoid potential spam filtering issues.
- Legacy Support: Consider the usage of older email clients within your audience to ensure readability.
- Preheader Optimization: Craft your plaintext preheader to be informative and engaging.
Expert view
Expert from Email Geeks shares MUAs often use the preheader for notifications and preview. That’s just the first few lines of the mail payload with some heuristics applied, and if it’s a multipart/alternative with text/plain and text/html parts the plain text will come first.
24 Feb 2024 - Email Geeks
Expert view
Expert from SpamResource explains that plaintext versions of email are needed for some older email clients, accessibility reasons (screen readers), and that some spam filters score emails higher if they lack a plaintext part. This information was obtained by manually reviewing content on the website.
27 Aug 2022 - SpamResource
What the documentation says
5 technical articles
Various documentation sources highlight the continued importance of plain text emails. The IETF standard specifies that emails can contain a plain text part, with some systems relying solely on this format. The 'text/plain' MIME type signifies a plain text document without formatting, which older clients and simple devices use. Including a plain text version ensures compatibility across a wide range of email clients and acts as a fallback, as supported by both Apple's Mail User Agent and Microsoft Outlook. Users can often choose to view messages in plain text, offering a degree of control over content display.
Key findings
- IETF Standard: The IETF standard allows for a plain text part in email messages, which some systems require.
- MIME Type: The 'text/plain' MIME type signifies a plain text email without formatting.
- Compatibility: Plain text ensures compatibility with older email clients and less sophisticated devices.
- Fallback Mechanism: Plain text serves as a fallback if HTML rendering fails or is unsupported.
- User Preference: Apple Mail and Microsoft Outlook provide users with the option to view messages in plain text.
Key considerations
- Client Support: Evaluate the email client usage among your audience to determine the need for plain text support.
- Accessibility: Ensure emails are accessible by providing a plain text alternative for screen readers and other assistive technologies.
- Fallback Planning: Implement plain text as a fallback to guarantee that your message is delivered and readable, even if HTML rendering fails.
- Content Simplicity: If email contains simple information, consider using only plain text as it is more accessible.
Technical article
Documentation from Apple Support explains that Apple's Mail User Agent (MUA) can display emails in plain text. The user can choose to view all messages in plain text or allow HTML formatting, providing a level of user preference.
7 Oct 2024 - Apple Support
Technical article
Documentation from Litmus explains that including a plain text version ensures compatibility across a wider range of email clients, including older versions and less sophisticated devices that may not fully support HTML rendering.
23 Mar 2023 - Litmus
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