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Glossary

Email marketing terms

Stay current and expand your digital marketing knowledge with our list of common email marketing terms.

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Plain text email

A plain text email consists of only text, without the use of stylized fonts or graphics. Although it doesn’t have the visual appeal of an HTML email, it still plays an essential role in an email marketing strategy. When a company sends an HTML marketing email, a plain text version is often sent simultaneously by the multipurpose internet mail extensions (MIME) protocol to help avoid spam filters.

Despite its simple structure, a plain text email still has links, but it’s advised to not add too many as it may distract the recipient.