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The How & Why of Formatting Your Text Emails

A Web Copywriting Tip by Nick Usborne

When you send an email or newsletter as text-only, you are severely limited in the ways in which you can format the text.

You can’t use color. You can’t vary the text size. You can’t make some text bold. You can’t add graphic elements.

CAPS? Yes, you can use capital letters. But if you use them too much, you run the risk of tripping spam filters.

So you end up using a lot of these: *, >>, ++, ==, and the like. (But not too many of these: !!!!!. Or you’ll have the same spam filter problem.)

Is it worth it?

Yes, it is.

Even when working within the limits of “text only”, it’s important that you use the available formatting options.

Here are four reasons why:

1. Formatting helps draw the eye to the key messages in your email.

2. Formatting helps break up long blocks of text and makes it appear easier to read...one short block at a time.

3. Formatting helps you signal when you are moving on from one major topic to another.

4. Formatting helps give emphasis to your call to action... it helps direct people towards where you want them to click.

Text emails and newsletter can work very powerfully for you. They have none of the gloss or distractions of their HTML counterparts.

However, a straight block of text, with no use of breaks, indented lines or text symbols like “>>” or “++”, can look a little dull and hard to read.

As with any design, the purpose of formatting is to help your reader get the message and take an action.

Writing For the Web #1

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by Michael J. Katz