When it comes to email marketing, there’s an ongoing debate: Plain text vs HTML emails—which format truly delivers better results?
Marketers often face this question when designing email campaigns. While HTML emails come with bells and whistles—graphics, colors, and dynamic layouts—plain text emails are simple, minimal, and feel personal. The choice between the two formats can directly impact deliverability, engagement, and conversion rates.
In this article, we’ll break down the strengths and weaknesses of each, share real-world use cases, and help you decide which email format works best for your audience.
What Are Plain Text Emails?
Plain text emails contain no formatting. They are exactly what they sound like—text-only messages with no images, links, colors, or styling. You can’t bold words, add bullet points, or embed videos.
These emails are highly readable across all devices and are often seen as more personal and authentic. Many transactional and cold outreach emails use this format for its simplicity and reliability.
What Are HTML Emails?
HTML (HyperText Markup Language) emails are coded emails that allow you to include formatting elements such as fonts, colors, images, buttons, and even animated GIFs. Most promotional emails from brands are HTML-based because they support visual branding and interactive elements.
HTML emails are more visually appealing and can deliver a better user experience when done correctly.
Pros and Cons of Plain Text Emails
✅ Pros:
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Better deliverability: Plain text emails are less likely to be flagged as spam.
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Faster loading: With no images or scripts, these emails load instantly, even on poor connections.
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Personal feel: They resemble a one-to-one message, which can build trust and feel less “salesy.”
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Universal compatibility: Plain text renders consistently across all email clients and devices.
❌ Cons:
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No visual branding: You can’t use colors, logos, or product images.
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No CTAs or tracking: You can’t add buttons, track opens, or embed links as cleanly.
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Less engaging: Without visuals, it can be hard to grab attention or convey emotion.
Pros and Cons of HTML Emails
✅ Pros:
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Eye-catching design: Use color, imagery, and layout to grab the reader’s attention.
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Interactive elements: Include CTA buttons, embedded videos, countdown timers, and social icons.
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Stronger branding: Reflect your company’s look and feel with logos, fonts, and color schemes.
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Performance tracking: Easily track opens, clicks, and behavior through links and UTM parameters.
❌ Cons:
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Deliverability risk: HTML emails with too many images or scripts may trigger spam filters.
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Design inconsistencies: Some email clients render HTML differently, breaking layouts.
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Slower load times: Heavy graphics can delay rendering, especially on mobile or weak connections.
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Accessibility challenges: Screen readers may not interpret HTML emails properly if not coded correctly.
Performance Comparison: Plain Text vs HTML Emails
Let’s look at how both email types perform across common marketing goals.
1. Deliverability
Plain text emails often have better deliverability because they look more natural and contain fewer red flags for spam filters. HTML emails can be flagged if they contain broken code or image-heavy content.
Winner: Plain Text
2. Open Rates
Open rates aren’t usually impacted by format—subject lines and timing play a bigger role. However, some users may prefer the clean appearance of a plain text email, especially for B2B communication.
Winner: Tie
3. Click-Through Rates (CTR)
HTML emails typically outperform plain text when it comes to clicks due to the use of CTA buttons, images, and embedded links. They’re more interactive and visually persuasive.
Winner: HTML
4. Engagement and User Experience
HTML emails can entertain, inform, and guide users more effectively. You can showcase product images, banners, and seasonal promotions that plain text simply can’t support.
Winner: HTML
5. Personalization
Both formats can be personalized with recipient names and behavior-based content, but plain text emails often feel more personal and human-like—especially in cold outreach or customer support.
Winner: Plain Text
When to Use Each Email Format
Use Plain Text Emails When:
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You’re sending cold outreach or follow-ups
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You want to avoid spam filters and focus on deliverability
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The message is short and transactional (e.g., password reset, order confirmation)
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You want to build a human connection
Use HTML Emails When:
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You’re promoting a sale or launching a product
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Branding and visual storytelling matter
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You’re running a newsletter or multi-product showcase
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You want to track performance metrics and user engagement
Best of Both Worlds: Multipart Emails
You don’t always have to choose. Many savvy marketers use multipart emails, which include both an HTML and a plain text version. This approach ensures that:
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HTML is shown to users who can view it
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Plain text is shown to users who can’t (or have disabled HTML)
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Email deliverability is improved
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You maintain visual appeal without compromising accessibility
Final Verdict
So, plain text vs HTML emails: which works better? The answer depends on your goal, audience, and context.
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For engagement, branding, and sales: HTML wins
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For simplicity, trust, and deliverability: Plain text wins
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For the best of both worlds: Use multipart emails
Ultimately, the key to success lies in testing. Run A/B tests between HTML and plain text formats to see what resonates best with your audience. Combine that insight with strong subject lines and compelling content, and you’ll have a winning email strategy.
Also, you can learn more about Email CTAs here.