The following is a rundown of some of the most essential techniques bulk email senders use to for make their campaigns more effective and mobile friendly than standard HTML formatted email.
1) Ensure that words can convey the message
Since a plain text email comprises of only words with no media content, you'll need to make sure your message can be summed up in text only.
For example, if you are converting an HTML formatted email with lots of graphs and diagrams into a plain text message, you'll need to figure out how to use the correct words to make up for the lack of images.
2) Do not underestimate white space
Webpages that comprise of nothing but gigantic paragraphs are difficult to read. Similarly, too many words in a single email look chaotic and incomprehensible - and those issues multiply when the reader is reading the message on a smartphone screen.
Utilize whitespace to keep your messages readable. If you think you've written too much, you're probably right. Say only enough to be clear - anymore is counterproductive.
3) Keep it simple
There is absolutely no need to make your messages unnecessarily lengthy. Always be mindful of the fact that with plain text messages the shorter, the better. For example when you are sending out a monthly mass email newsletter featuring the most popular blog posts from the past month, avoid filling it with the entire blog post, and instead focus on the most important parts.
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