Why would I ever want to encourage great looking plain text emails when one of my goals is to offer splendid looking HTML newsletters? Well yes, HTML newsletters rule. When done well, they are simply the best visual and contextual form of communication. Yet simplicity offers a breath of fresh air; so I say, take advantage of it.

Have you ever received plain text emails? Maybe one of the companies you've worked for is set up only for plain text emails or you know someone who prefers to receive plain text emails.

Take a look at these possibilities, and when setting up your HTML newsletter through Bluebird Courier, take advantage of the plain text user-interface to actually "design" your text.

I think you may see what I mean... using your keyboard typographical characters to bring attention to your plain text email.

Essentially you are using the same design principles with your text as you would using images. Think of it, books do it frequently, your text needs to go through the design process, too.

Many will proclaim all you need are text emails; but what is your reaction the first time you open an email with lines of text—all in even font sizes, even font styles, consistent line and letter spacing, and forever scrolling rolls of text? Right, who really wants to read it and what do you think of the sender?

At least with the above example of a plain text email you can see who the email is from clearly, their offer, and what other information is in the email. But as with any new discovery, don't get carried away and overdo the "+",  "=",  "~",  "{}",  etc... (OK, maybe I am a little guilty.... !)

So follow these guidelines:

++  Keep the line width to about 60 characters. This is a good column width to read within emails.

++  Use lots of white space to highlight, prioritize your message - with most important content at the top. Avoid large blocks of text.

++  Use short URLs as much as possible. As you've seen in other online and print materials, long and sometimes convoluted URLs break up into separate lines and become difficult to copy and paste.

++  Create text emails with headings to divide the space of your your plain text.