Est. reading time: 4 minutes
Choosing the right format for your email campaigns can significantly impact engagement, conversions, and deliverability. While many marketers assume that HTML emails — with their vibrant visuals and interactive design — are the best option, the reality is more nuanced.
In this guide, we’ll break down the pros and cons of each format, highlight scenarios where plain-text emails outperform, and help you decide which is best for your business.
What Are HTML Emails?
HTML (HyperText Markup Language) emails are emails designed with code to include:
- Images and Videos
- Styled Text (Fonts, Colors, Layouts)
- Buttons and Interactive Elements
These emails are visually appealing and ideal for showcasing products, newsletters, or event promotions. However, their polished appearance comes with trade-offs:
- Complex Creation: Requires design and coding skills.
- Potential for Spam Triggers: Poorly coded HTML may be flagged.
- Slower Load Times: Large files can hinder performance, especially on mobile.
- Inconsistent Display Across Email Clients
💡 Tip: Always preview your HTML emails in multiple inboxes (Gmail, Outlook, etc.) to catch formatting issues.
What Are Plain-Text Emails?
Plain-text emails are stripped-down messages with no formatting — just straightforward text. They may not win beauty contests, but they offer distinct advantages:
- Higher Deliverability: Less likely to be marked as spam.
- Faster Load Speeds: Ideal for mobile users.
- More Personal Feel: Resembles one-on-one communication.
- Better Accessibility: Easier for screen readers and simple devices.
Want to learn more about the performance of plain-text vs. HTML emails? Check out our deep dive into real-world email results.
Real-World Performance: When Plain Text Wins
Contrary to popular belief, plain-text emails often outperform HTML under specific conditions. A notable Mailchimp study revealed that plain-text emails can generate higher open and click-through rates — particularly for:
- B2B Communications
- Follow-up or Outreach Campaigns
- Older or Tech-Averse Demographics
- Transactional or Urgent Updates
Example:
You’re announcing a limited-time offer. A plain-text email with a short, direct subject line and urgent tone can create a sense of intimacy and urgency, prompting faster action than an HTML email loaded with banners and graphics.
Best Practices for Plain-Text Emails
If you decide to go the plain-text route, use these tips to maximize effectiveness:
- Write Strong Subject Lines
Your subject is the hook — it’s what drives opens. Make it clear, compelling, and relevant. - Use Clear Language and Structure
Break up content into digestible chunks. Bullet points help highlight key takeaways. - Include a Single Call-to-Action (CTA)
Don’t overwhelm readers. Direct them clearly: “Reply now,” “Download the guide,” or “Schedule your consultation.” - Stay On Brand
Even without visuals, your tone and messaging should reflect your brand personality.
HTML vs. Plain Text: How to Choose the Right Format
Ask yourself:
- What’s the goal? If you’re nurturing a lead or making a sales offer, plain text may convert better.
- Who’s your audience? Visual-loving Gen Z? Or busy executives who prefer clarity over design?
- What’s your content? Product showcases and event recaps thrive in HTML. Personalized messages? Go plain.
Pro Tip: Always A/B test. Send both formats to different segments and track open rates, click-throughs, and conversions.
Final Verdict: Use Both Strategically
There’s no universal winner in the HTML vs. plain-text email debate. Each has a role to play depending on your strategy. Ideally, combine both:
- Use HTML for brand awareness and visual storytelling.
- Use plain-text for personal communication, retargeting, and follow-ups.
Let’s Optimize Your Email Strategy
Confused about which email format is right for your business? Let the experts at Tailored Edge Marketing help. Whether you’re launching a new campaign or fine-tuning your email funnel, we’re here to boost your results.
