What Is the Difference Between HTML & Text Email?

MIME email consists of HTML and plain text.

Anyone who sends email messages, and particularly companies that engage in email marketing, should know the basics of HTML and text emails and understand the differences between them. Simply put, text emails consist of plain text only. In addition to text, HTML emails include images and colors and are often appear more like advertisements or newsletters. Email marketers can personalize both HTML and plain-text messages with references to recipients' names, businesses or locations.

HTML Emails

HTML emails are unique in that you need to host all graphics on your web server and reference the full URL to the image in your HTML. Unlike text emails, you can code HTML emails using tables to separate different sections of your email and create a layout similar to a printed advertisement. Keep your tables simple---minimize the total number of tables and try not to nest tables inside one another. Though some email marketers can code HTML emails using only a simple text editor, others prefer WYSIWYG ("what you see is what you get") tools like Macromedia Dreamweaver.

Text Emails

Unlike HTML, a plain-text email requires only a simple text editor like Windows NotePad or Microsoft WordPad to create. Just open the text editor and either copy and paste your email content into the editor or type your message. If you use an email marketing system, you can use its tools to create a plain-text email message. Unlike HTML, you cannot make hyperlinks clickable in a plain-text email. Type out the entire URL instead. Make it easy for readers to scan your plain-text emails by including bullet points (using asterisks) and horizontal lines (using dashes) to separate sections.

MIME Email

MIME stands for Multipurpose Internet Mail Extensions. Email marketers should send email messages to subscribers in MIME format. MIME email bundles together an HTML message with a plain-text version of the same message and sends only one email to each subscriber. If your email subscribers cannot view your HTML message due to their email settings or the limitations of their email account, they can view the plain-text version of your message.

Sending MIME Email

Unless you know how to write a server script to bundle and send MIME emails, you can use an email marketing system to create HTML and text versions of your email marketing messages. Providers like MailChimp, ConstantContact, VerticalResponse, ExactTarget and many others make it simple to create MIME emails and send them to a list of your subscribers.

CAN-SPAM

Both the HTML and text versions of your marketing email message must include a valid opt-out mechanism. This usually takes the form of an "unsubscribe" link at the bottom of your message. In addition, you must include your name and physical mailing address in both the HTML and text versions of your email. These steps help you comply with the CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act of 2003.

References

• MailChimp: Email Marketing Guide
• Federal Trade Commission: Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003