A Farewell to HTML:

Why Plain Text Is The Only Option For Your Marketing Emails

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Watch Some Highlights Of The Session Below

This webinar, led by two of our marketing executives at Drift, focuses on the demise of HTML emails, and the rise of more human, plain text emails.

Authenticity Over Everything

A majority of the marketing emails currently being sent have sacrificed substance for gloss and frills. Today’s buyers want authenticity and realness in the marketing emails that they receive. There has to be an element of genuine human connection for them to even consider engaging with you.

Replies > Clicks

This is why Kate emphasizes email replies over clicks. While clicks are obviously great, replies are actually conversations. Even if someone clicks through to a page, there’s no guarantee they’ll convert, whereas a reply is a conversion in itself.

A Real Example

Drawing on an actual Drift email example, Mark further highlights the importance of email authenticity and its ability to better engage potential buyers. Images and/or gifs in particular add a realness to a marketing message that is impossible to replicate with templated HTML content.

Go with the Current

It’s imperative that you don’t simply embrace common marketing practices, but focus instead on what’s current and proven to work. Real, human communication resonates with buyers much more than any templated email ever could.

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About the Presenters

Kate Adams Drift
Kate Adams
VP of Marketing @ Drift

Kate Adams is passionate about aligning marketing with sales and product teams, in order to create fully integrated marketing campaigns across all platforms to maximize both revenue and growth. She strives to bring businesses and brands to life in the hearts and minds of prospects and customers by creating and delivering valuable, compelling content for each stage within the customer life cycle.

Drift Mark Kilens
Mark Kilens
VP of Content and Community @ Drift

Mark Kilens leads content and community at Drift. His team teaches people how to transform how businesses buy from businesses with conversational marketing & sales. He previously was VP and founder of HubSpot Academy. He built the HubSpot Academy from the ground up, and in doing so, has educated millions of people and created a best-in-class hub of marketing and sales education.

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