In a world where emails compete for attention amidst cluttered inboxes, choosing the right email format can make a significant difference in engagement and revenue. Recently, we conducted an A/B test comparing the performance of plain text emails and designed emails for a prominent eCommerce brand. The results? A clear victory for simplicity—but with important caveats for maintaining balance in your email marketing strategy.
The A/B Test Setup
For this test, we used two email variations sent to an identical subscriber base during the final hours of a Memorial Day sale:
Variation A (Plain Text): A no-frills email written in plain text format. It was personally addressed, coming directly from the brand founders, who are well-known and trusted figures within the community.
Variation B (Designed): A visually engaging email featuring on-brand colors, professional graphics, and curated images that aligned with the sale’s theme.
Both emails promoted the same 30% off sitewide sale, ensuring that the messaging and CTAs (Call-to-Action) were consistent across variations.
The Results
The performance metrics were stark:
Click Rate Lift: Plain text email achieved a 105.29% increase in click rate over the designed email.
Revenue Generated:
Variation A (Plain Text): $20,963.64 from 183 placed orders.
Variation B (Designed): $12,075.72 from 125 placed orders.
Open Rate: Plain text emails achieved a higher open rate of 60.05%, compared to the designed email's 49.82%.
The clear winner? Variation A (Plain Text)—delivering nearly double the revenue with a more straightforward approach.
Why Did Plain Text Win?
Pattern-Interrupt in Crowded Inboxes: In an environment dominated by flashy designs, a plain text email disrupts the norm. This “pattern interrupt” effect makes the email stand out, catching the reader’s attention more effectively.
Direct Messaging: With no distracting visuals, plain text emails focus entirely on the offer and the CTA. Recipients can quickly understand the purpose of the email without sifting through images or secondary information.
Better Deliverability: Plain text emails are more likely to avoid spam filters. Without heavy HTML coding or large image files, these emails often achieve higher deliverability rates, contributing to increased opens and clicks.
Authenticity and Personalization: The email came directly from the founders, creating a personal touch that resonated deeply with the audience. Customers felt like they were receiving a personal note rather than a marketing email, increasing trust and engagement.
When Should You Use Plain Text Emails?
While the success of this test highlights the power of simplicity, plain text emails should be used strategically and sparingly:
Perfect for Urgent Sales: If time-sensitive offers require immediate action, plain text emails can help convey urgency effectively.
Personal Messaging: Founder-driven updates or highly personalized emails are ideal for plain text formats.
Re-Engagement Campaigns: Use them to recapture the attention of lapsed subscribers by creating a one-on-one conversational tone.
Balancing Plain Text with Designed Emails
While plain text emails can deliver exceptional results, exclusively relying on them isn’t the solution. Designed emails have their own strengths, such as:
Brand Awareness: Maintaining a consistent visual identity strengthens brand recall.
Showcasing Products: Designed emails excel at visually highlighting product features, making them indispensable for catalog promotions.
Creative Campaigns: Visual storytelling through designs can evoke emotions and enhance brand storytelling in ways plain text cannot.
A balanced strategy involves leveraging both formats based on the context and audience.
For instance:
Use plain text emails for limited-time offers or personal messages.
Incorporate designed emails for product launches, new arrivals, or holiday campaigns to visually captivate your audience.
Key Takeaways for Email Marketers
This test underscores the importance of A/B testing and adapting strategies based on real-world data. Here’s what you can implement today:
Test Content Types Regularly: The preferences of your audience may evolve. Test different content types, CTAs, and designs to keep your emails relevant and effective.
Keep Your Offers Clear: Regardless of format, ensure your email’s primary message is immediately visible and easy to act on.
Leverage Your Brand Voice: Whether plain text or designed, let your brand’s personality shine through to build stronger connections.
Want to work with a team that’s always on the lookout for how to generate more revenue for your brand? Book a call with Dispatch today!
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