Do Plain Text Emails Still Work?

Do plain text emails still work? Or has the world moved onto flashy, eye-catching HTML emails?

In this blog, we’ll answer that question and see why designed, HTML emails come with some drawbacks.

Read more to see which format is best for your business. 

Why HTML Emails May Not Be Better

HTML emails, while visually appealing, have several drawbacks:

  • Deliverability Issues: Emil providers mark HTML emails as spam at much higher rates, limiting their odds of being seen (Source: Campaign Monitor).
  • Rendering Problems: Different email clients render HTML emails differently, leading to inconsistent display and a poor user experience (Source: Litmus).
  • Complexity: Creating and testing HTML emails require more resources and expertise compared to plain text emails.

Why Plain Text Emails May Convert Better

Plain text emails have several advantages that make them worth testing:

  • Higher Deliverability: Email providers are much less likely to flag plain text emails as spam, making them a more reliable choice to reach your prospect.
  • Perception of Personal Communication: They feel more personal and genuine, fostering trust and engagement with recipients.
  • Improved Accessibility: Plain text emails are compatible with all devices, including new technologies like smartwatches, and are easily readable by screen readers for visually impaired users (Source: AWeber).
  • Better for Detailed Information: For high-ticket sales and personal sales, plain text emails can convey detailed information more effectively without distractions.

For a full in-depth look into the HTML vs. Plain Text email debate, check out this blog.

Why Many Agencies Prefer You Stick with HTML

Despite the benefits of plain text emails, the majority of email marketing agencies guide their clients to send mostly HTML, designed emails. 

This may be for many reasons: 

Higher Barrier to Entry: HTML emails require more technical skills and resources to create, which means businesses might rely more on agencies to produce them.

More Time & Perceived Expertise: The design and testing processes for HTML emails take longer, allowing agencies to showcase their expertise and justify their services.

Hourly Rate: Agencies often bill by the hour, and the additional time required for HTML email creation and troubleshooting translates to higher earnings for them.

The format you choose for your emails should be guided by what converts best for your business. Not by agencies who favor the more complex option to keep you reliant on them.

When to Use Plain Text vs. HTML Emails

Plain Text Emails are often more effective for…

High-Ticket Sales:

For products and services that need detailed information for a prospect to make a purchasing decision, plain text emails provide a better way to deliver that information.

Personal Sales

For products and services that have a personal touch, such as consultants and coaches, plain text emails feel more personal and do a better job at establishing trust. 

Cold Emails

When sending emails to cold prospects, plain text provides a much better chance that you’ll land in their inbox.


HTML Emails are often more effective for…

eCommerce Products

HTML emails are ideal for showcasing smaller-ticket products in the eCommerce sector, that may not require a long customer lifecycle. 

For many products, such as those in the fashion industry, images and videos will do a much better job at converting then just copy. 

Newsletters

For newsletters, HTML emails are often the preferred choice. 

They enable a visually appealing layout that can incorporate various types of content such as articles, images, and call-to-action buttons, making the newsletter more engaging and easier to navigate.

Branding

HTML emails are excellent for maintaining and enhancing brand identity. 

They can include logos, brand colors, and custom fonts, HTML emails ensure that every communication is on-brand, helping to reinforce brand recognition and consistency across all marketing channels.

In the plain text vs. HTML email debate, there’s no one-size-fits-all answer. 

Each format has its strengths and ideal use cases. You can leverage both types of email formats by understanding their differences and testing their effectiveness. 

Embrace the simplicity of plain text emails for personal communication and the dynamic nature of HTML emails for branding and engagement.

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