Why send emails as text only?
Plain text emails are just that - simple emails that only include plain text. They might not be visually pleasing as rich HTML emails, but there are two important reasons why you might want to send your emails as text only.
Optimize Delivery - HTML emails are a red flag for spam filters. There is a higher chance of your HTML email being marked as spam than a plain text email.
Not all clients can read HTML - some browsers, and email clients or devices, are not able to open images and can't handle HTML. Since a variety of email clients have the option to only receive the text version of an email, a properly written and formatted text email will work much better than an HTML equivalent. Also, some people see HTML emails as a security and privacy risk and may choose not to load any images.
Creating your text version requires a minimal time commitment, and with the Delivery Optimization tool, you only need one click.
How does it work?
It strips all HTML formatting in your email copy and it improves deliverability. You can find it under Campaign Options, Delivery Optimization:
Scroll down and you will find Delivery Optimization:
Activate it by checking the box and hitting the Save button.
Note: Any HTML links will be disabled and the URL will show beside the text it is supposed to be linked to.
Hyperlinks will look like this.
Instead of this:
Delivery optimization feature not only removes the HTML styling but also disables open tracking.
Open tracking becomes disabled because it uses a tracking pixel for calculating email opens. A tracking pixel is essentially a 1x1 transparent image that's inserted into your email body (this is where your custom tracking domain gets used to insert the image as if it came from your website).
Therefore, it also removes the image pixel from your emails in this feature, hence it stops the tracking.
Have in mind that Tracking open rates is not always the ideal form to gauge performance. The true KPI would be the responses received.