Most reputable email delivery solutions will send emails in what is called MIME format. This is where both a HTML version and a text version are sent and where the recipient cannot display HTML emails the plain text email is taken by the recipients email server.

Only around 5% of your list will receive a text version but this does not mean you should put little effort into this version. Here are some simple tips for making your text version easier to read and more effective.

1) Link to a HTML or printable version

A HTML web page or a Word or PDF document will be easier for your recipients to read and enable you to add images.

2) Special Characters

Asterisks and other special characters such as ~ or | can be used to help highlight headings. You can also underline sentences by placing a lines of dashes underneath sentences.

3) Use white space

Space between sentences and text will make it much easier to distinguish between different sections of the newsletter

4) Cut paragraph width

Instead of allowing your sentences to flow across the entire length of the screen keep them to 6/7 words in length by manually adding a line break. Also do not put too many sentences in a paragraph otherwise recipients will have difficulty in scanning the text.

5) Tracking links

If you are using a solution such as Maxemail that tracks click-thru’s you might decide not to track plain text emails. This is because these links will appear to be something like http://mxmoda.mxmfb.com/sguns/411/1/2697021/0 rather than a normal web link such as www.emailcenteruk.com.

These links will appear alien to your customers. As the plain text email is only received by a small percentage of your list you may feel that turning the tracking links off is acceptable.