1 Learn the concept
Selecting the right format for your email campaigns helps you create content that leads to more conversions and sales. Some emails work best as plain text, others as designed newsletters or single-offer messages. This lesson explains common formats, their strengths and how to choose.
2 See it in action
- Plain text: personal and easy to read, good for relationship emails.
- Newsletter: several items in a regular layout.
- Promotional: one offer and one call to action.
- Transactional: confirmations and receipts.
Worked example
A format test
Version A: a plain-text message from the owner. Version B: a designed email with images.
Same audience, same offer, same day.
Result in the example: A gets more replies, B gets more clicks.
Decision: use plain text for relationship messages and designed emails for promotions.
Check: test again with another offer.
3 Study an example
Example scenario
A business tests a plain-text message from the owner against a designed promotion. The plain message gets more replies, while the designed email gets more clicks, so it uses each for different goals.
4 Apply it and download
- Choose a goal and a format.
- Sketch the layout.
- Compare against a second format.
Worksheet Email format plannerOpen, print or save as PDF