Tune people are with what they think email should and shouldn't look like. Due to the great accessibility of email, this didn't necessarily surprise us, but it was good to hear that some of our tried and true strategies continue to be effective. Interestingly, aggregate open rates dropped unexpectedly. This decrease comes at a time when senders are beginning to focus on deliverability, segmentation, and engagement; although this data surprised us, it is useful information moving forward. The study discusses the importance of using images to balance the amount of text in your emails.
Why should plain text emails be used sparingly/only for specific purposes? Usually, plain text emails are effective for transactional purposes as well as company mailing list communication in the b2b world. However, for b2c marketing and communications purposes, plain text emails aren't very effective as they don't help build a brand's reputation and can be confusing for recipients. Used in the wrong circumstances, a plain text email could do more harm than good. When a recipient opens an email, they're probably expecting more than plain text. Probably, they are looking for at least one hero image and one or two additional images in the body of the email regarding the content. When recipients open a plain text email, it can be shocking
Or confusing and cause doubt in the recipient's mind as to the content or the sender. Remember that marketing and b2c emails should motivate your recipients to engage with the content of your messages. Creating a visual component for your email is important because it makes the content more interactive. Without visuals that entice the recipient to read or respond to a call to action, your engagement and open rates could plummet. I see a sudden drop in the deliverability of my email program, but I haven't changed anything. How can I increase my deliverability? That's the million dollar question. If you haven't changed anything in your email marketing program (e.G. Targeting, different opt-in sources, etc.),