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How do plain-text emails fit into your email marketing strategy
Much of the talk about plain-text email these days has focused on using them as fallback for email clients and devices that still don't display HTML emails. As a result, brands have been hard at work creating complex HTML emails for every correspondence. However, I don't think that's the most important use of plain-text emails. plain-text
Empathy: The first quality of useful product documentation

If you've been writing documentation for a while, you've probably had the realization that your readers would prefer to be doing something else. In most cases, customers are frustrated to be spending time with your documentation.

In a support interaction, you would make sure that your tone of voice and content match the customer’s perspective and skill level, so that you don't further frustrate them. In documentation, however, this often gets ignored, and the result is writing that lacks empathy. The good news is that if your writing lacks empathy it's pretty easy to identify this problem and rewrite. 

The Medium is the Message (Hello World…)
"The medium is the message. This is merely to say that the personal and social consequences of any medium - that is, of any extension of ourselves - result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology."-Marshall McLuhan
Content lies at the heart of modern Marketing. It attracts and captivates users around the world. It's shared with friends, with family, and with strangers. But the medium that delivers that content carries more weight than ever. Your ability to cut through the noise of the social web relies heavily on the medium that carries your content.