Use case: Plain text emails for eCommerce

With the exception of Sticker Mule, I know of no other eCom/DTC brand that uses plain plain text.

And that's to be expected.

We sell physical products, and the next best thing to holding the products themselves are pictures. Lots of them.

We grab attention and tell a story with the copy and the design

But does that mean that there's no place for plain text in this industry?

Not so.

I've used plain text, on occasion, in the following scenarios:

1. To re-engage a cold list with a letter from the CEO.

2. As a follow-up message (part of a launch).

3. Any email that comes from a person in the company instead of the company name.

I use plain text sparingly, but I do it mostly for:

1. Better deliverability - especially if it's to warm up a domain or to re-engage a cold list.

2. For effect - usually as part of a launch "Hey Kat, we launched XYZ yesterday. Don't miss out - click here. XO, Company Team"

3. Important message - an important message from a specific person from the company (usually the CEO or Founder).

And it works.

I have seen high open rates, decent click rates (nothing spectacular here), but most importantly—lots of engagement.

Readers tend to reply to these emails, and though it doesn't make as much sales, it makes up for engagement and inbox placement.

So don't completely rule out plain text in your eCom email arsenal. Use it on occasion—and when you do—use it well.

P.S. Some companies use a hybrid approach-some imagery with lots of text. Bambu Earth comes to mind.