A few years ago, we made the recommendation that plain-text emails include a line break at every 60 characters or so. Since then, the email client landscape has changed dramatically, with not only the emergence of mobile clients, but far less people using legacy platforms, too. As a result, it's time to switch into reverse gear.
Our new recommendation is simple - when designing plain text emails, let text wrap naturally, instead of manually inserting line breaks into paragraphs. The reasons for this are:
We've also updated our guide, 'Designing for the Inbox', to reflect our new recommendation. There's other timely tips on creating plain-text emails in Chapter 2, 'Designing Plain Text Email', so scoot on over for a good refresher.
If you've recently composed a plain-text email, or edited the plain-text version of a campaign in the app, you may have noticed that we've removed the red guideline at the 60-character mark in the editing window. We're also removing line breaks from the automatically-generated plain-text version, for the benefit of mobile email clients. Here's what editing text content used to look like:
Now, the red 'recommended width' line is gone, as are the forced breaks. Of course, this may not be to everyone's taste, so you're welcome to still add line breaks. But for the majority of modern, mobile-toting subscribers, having text wrap in their email client should either not make a difference, or make your content substantially more readable than before.
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