Email marketing agencies and experienced marketers typically default to flashy designs and multimedia elements when sending mass emails.
However, the simplicity of ugly, plain text emails can make them a powerful tool.
In this blog, I explain the benefits of plain text emails that may make them the best choice for your next campaign.
Top 6 Benefits of Plain Text Emails
Benefit #1: Higher Deliverability
Without complex HTML elements that often trigger spam folders, plain text emails are far more likely to land in your recipient’s primary inbox rather than the dreaded spam or promotions folders. (source: FluentCRM)
This benefit makes plain text emails a great choice for promotions and updates that you need to ensure you reach your intended recipient.
Benefit #2: Personal Touch and Authenticity
Unlike HTML emails, which can feel commercial and impersonal, one benefit of plain text emails is that they mimic the look and feel of a personal email from a friend or colleague. This can make your communication more relatable and trustworthy, fostering a stronger connection with your audience.
Tip: Personalization in plain text emails goes beyond just using the recipient’s name; it involves creating a conversation that feels genuine and engaging.
Benefit #3: Better for High-Ticket Sales
For high-ticket sales that will require more customer consideration, plain text emails provide an ideal format for conveying detailed information without distractions.
The lack of visual elements keeps the focus squarely on the content, making it easier for recipients to absorb important details.
Benefit #4: Cost-Effective and Easy to Produce
Plain text emails are not only quicker to produce but also more cost-effective. They don’t require design resources, reducing the time and money spent on creating and testing complex HTML layouts.
This efficiency makes them particularly attractive for businesses looking to streamline their email marketing efforts.
Benefit #5: Improved Engagement with Cold Audiences
When reaching out to cold leads, the simplicity of plain text emails often leads to better engagement.
These emails are less likely to be perceived as promotional and more likely to be read as personal communication, increasing the chances of a response.
Benefit #6: Increased Readability and Accessibility
Plain text emails are universally compatible with all email clients and devices, including older systems and new technologies like smartwatches.
They are also easier to read, especially for those who rely on screen readers or other accessibility tools.
When Are HTML Emails a Better Choice?
While plain text emails offer numerous advantages, there are situations where HTML emails might be the better option.
For example, product-based brands that rely heavily on their visual identity (of the product and/or brand) will typically see HTML emails perform better. But even these brands may have success with the occasional plain text email sent from a founder or member of the team.
Plain text emails might not have the visual appeal of HTML designs, but their benefits are clear.
And since they require much less technical and design work than HTML emails, it makes sense for brands to at least test how effective they are with that brand’s target audience.