Plain-Text vs HTML emails: Which is best for your next campaign?

Which email design approach to use in email marketing, plain text or HTML emails, is one of the most important decisions to make when developing a communication strategy for this channel. Should we complicate things, as some believe, or do the advantages of HTML emails outweigh the challenges associated with their use? This article will explore whether this approach is worth it.

The evolution of email design began with plain text emails and gradually, element by element, evolved into the HTML emails we see today in promotional campaigns. Plain text vs HTML emails: Which one should you choose? Email marketers have been debating this topic for years. Let’s review both types to find the best one for each of us.

Key takeaways: Key insights on plain-text vs HTML emails

1. Most marketers use hybrid email formats that combine HTML features with plain text.
2. Plain text can have advantages in terms of opens, clicks, and cold outreach due to its simplicity and one-on-one feel.
3. HTML emails dominate the actual rendering and are indispensable for branding, eCommerce, and visual effects.
4. While HTML is the rendering standard, including a plain text fallback or using simpler HTML can improve deliverability and engagement.

Plain-text vs HTML emails: Key differences explained

Plain-text emails consist entirely of text. They contain no formatting, styles, images, or HTML code, which ensures universal compatibility.

In other words, it’s just a simple text message. You can’t format the text, embed links (they will appear as full URLs rather than hidden behind anchor text), or use any colors. Despite these limitations, many companies still prefer plain-text emails because they display consistently and have no rendering issues across email clients.

HTML stands for HyperText Markup Language. It allows you to include images, videos, and links and format text with colors, fonts, and layouts. HTML emails are essentially enhanced versions of standard messages that use HTML and CSS to add structure, style, and multimedia elements, making them look more like webpages.

With HTML emails, you can showcase multiple products, include charts or reports, or highlight key points visually. Since 2019, when we talk about HTML emails, we also mean AMP HTML emails, an advanced type of HTML designed for interactivity and dynamic content.

Limitations of plain-text emails

The simplest way to grasp what a plain-text email is to think about what it can’t have:

• images: Forget about visuals. Plain-text emails don’t support logos, product photos, or banners. Animated elements like GIFs or videos are also not an option;
• fonts and colors: Your message will appear in the standard font and size set by the recipient’s email client. No bold, italics, or color styling — just straightforward text;
• links: You can’t embed links behind words. In pure plain text, links must be written out in full. Most inboxes will still make them clickable, but technically, that’s as far as formatting goes.

For subscribers, the key difference between HTML and plain-text emails is visual presentation. HTML emails use code to create rich layouts with dynamic content and personalization, while plain-text emails strip everything down to just the words. Sometimes, that simplicity helps your message stand out. Other times, visuals and structure play a crucial role in engagement, especially in marketing campaigns.

Visual examples of plain-text vs HTML emails

Let’s start with visual examples of plain text. As I wrote above, it doesn’t consist of anything except text, like the following example:

(Source: Email from Ajour)

In contrast, visual examples of HTML email design demonstrate the richness of this format. This email immediately creates a holiday mood and conveys the brand’s style.

(Source: Email from Tiffany)

In this example, HTML helps organize products into original and attractive product cards, as well as adding promotional banners:

(Source: Email from Dubai Duty Free)

Pros and cons of HTML vs. plain-text emails

Let’s take a closer look at the strengths and weaknesses of both email design formats.

Pros of plain-text emails

• Simplicity and focus: Plain-text emails do not contain distracting visuals, keeping the reader’s attention entirely on the message. This format works especially well for urgent or personal communication.
• Better performance in cold outreach: Plain-text emails often show higher deliverability and click rates as compared to emails with HTML, particularly in cold campaigns.
• Fast loading: Because they contain no images or complex code, these emails load instantly, even over slow internet connections or on devices like smartwatches.
• Trust and authenticity: When your goal is to create a personal touch, plain-text emails can feel more genuine and human, helping you build stronger relationships with subscribers.

Cons of plain-text emails

• No visual branding: You can’t include logos, brand colors, or custom fonts. This means you won’t be able to use visual elements to strengthen your brand identity.
• Limited conversion tools: Links appear as full URLs. They can be clickable, but you can’t format them as buttons or add product cards, banners, or other visuals that drive engagement and conversions.
• Lack of detailed analytics: Plain text emails do not include embedded code or tracking pixels, so you can’t measure open rates or user interactions accurately.

Now, let’s examine the benefits of HTML emails and where you need to be careful when using them.

Pros of HTML emails

• Branding and consistency: In HTML emails, you can use your brand’s colors, fonts, and logos, increasing recognition and professionalism.
• Clickable buttons: You can add visually appealing call-to-action (CTA) buttons that attract attention and encourage clicks. Studies show that buttons can increase click-through rates by up to 28% as compared to text links.
• Personalization: HTML emails allow the use of dynamic content based on recipient data, such as name, location, or purchase history, which improves campaign relevance.
• Advanced analytics: Tracking pixels and coded links allows email marketers to monitor opens, clicks, and other engagement metrics, giving them valuable data for optimization.
• Rich content: HTML emails support images, videos, logos, and eye-catching layouts that showcase products or offers in a visually appealing way.
• Interactive features: HTML emails can include countdown timers, sliders, surveys, or even gamification elements, which boost engagement and make the experience more dynamic.

Pandora’s animated GIF emails are great illustrations of this approach:

(Source: Email from Pandora)

Cons of HTML emails

• Higher spam risk: Complex designs or poorly coded emails may trigger spam filters.
• Rendering issues: HTML emails can display incorrectly, or break, across email clients, such as Gmail or Outlook, and mobile devices.
• Perception as marketing content: Recipients may see highly designed emails as impersonal or overly promotional.

However, these challenges can be easily managed with the right tools. For example, in the Stripo editor, you can create perfectly coded HTML emails that render correctly across all major clients and devices, both desktop and mobile. This helps you avoid formatting errors and deliver a flawless reader experience.

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A complete guide to creating effective HTML emails

Hybrid emails: Combining the best of both formats

The most effective email marketing strategy often combines both the HTML and plain-text formats. At first glance, the hybrid email looks just like a plain-text email, but it’s actually built in HTML. This type of email has become increasingly popular in email marketing because it offers the best of both worlds. 

In fact, 62% of marketers prefer hybrid emails in their campaigns. Only 20% prefer HTML only, and 16% prefer plain text only.

Here are two main ways to achieve this balance:

1. MIME multipart/alternative: This content type allows both an HTML and a plain-text version to be sent simultaneously. The recipient’s email client, such as Gmail or Outlook, automatically displays the supported or preferred version. The plain-text version serves as a fallback in case the HTML file can’t be displayed. The main drawback of this option is its technical complexity; these emails are configured by developers, not email marketers.
2. Simple HTML (hybrid) emails: These emails combine simplicity and design, combining primarily plain text with minimal HTML elements. This approach adds a subtle visual appeal while maintaining a personal, authentic tone. These emails retain most of the benefits of HTML while remaining similar to plain text. In many cases, the only HTML elements included are call-to-action buttons or light formatting to improve readability.

However, even in this case, it’s important to test to ensure this format impacts deliverability, opens, and conversions for your business. When deciding whether to use a hybrid email, consider your campaign goals, audience preferences, and the importance of visual elements.

The examples below show you what hybrid emails might look like:

(Source: Email from AIOSEO)

Here’s one more example of a hybrid email:

(Source: Email from Haley & Madison)

It uses plain text on a white background, creating the impression of a personal touch, but the subtle GIF animation and the call-to-action button clearly reveal that it’s an HTML design.

Which performs better: HTML or plain-text emails?

To choose the right email format for your next campaign, it’s important to compare how HTML and plain-text emails perform under real conditions. There are plenty of testing data available, but keep in mind that results can vary widely depending on your industry, audience, and campaign goals.

1. Email deliverability

There’s a common belief that plain-text emails have higher deliverability. In reality, email deliverability depends more on your sender reputation, domain authentication, and email content quality than on the format itself. Email type alone doesn’t determine whether an email lands in the recipient’s inbox or the spam folder.

2. Do plain-text emails go to the inbox more often?

If you send a personal, one-to-one plain-text email, the chances of reaching the inbox are quite high. This is because email clients typically use the number of images and links to determine whether an email looks personal or promotional.

Personal messages typically contain only one or two links, which helps them avoid Gmail’s promotions tab. However, when you send mass plain-text campaigns, they are still likely to land in the promotions folder.

There are two main reasons for this:

• they often include multiple links;
• every bulk email must contain an unsubscribe link, which is a clear signal to mailbox providers that it’s a marketing message.

3. Open rate

Plain-text emails typically show slightly higher open rates than HTML versions. They tend to look more personal, are less likely to trigger spam filters, and can display properly on all devices.

For example, HubSpot research found that plain-text emails can achieve open rates 25-42% higher than heavily designed HTML emails. However, the difference is not always dramatic, and other factors, such as the subject line, sender name, and send time, frequently play a larger role.

Keep in mind that if your subscribers use Gmail’s promotions tab, both formats have roughly equal chances of being opened. After all, subscribers can’t tell whether the message is plain text or HTML until they open it.

It’s also worth noting that some ESPs don’t track open rates for plain-text emails, because tracking pixels rely on HTML code. This means you may not be able to accurately compare open rates unless both versions include HTML tracking.

How to produce HTML vs. plain-text emails: A step-by-step guide

At first glance, plain-text emails may seem easier to create. After all, they don’t include images, videos, or formatting. However, with today’s tools, designing beautiful HTML emails no longer requires coding skills.

Modern email marketing software should offer a drag-n-drop editor that allows you to craft HTML emails effortlessly. If your email platform only provides an HTML code editor, you can easily create your emails in Stripo, template builders, or email service providers from this list.

Stripo offers both an HTML and CSS code editor and a drag-n-drop editor in one tool, making it easy to create visually appealing emails without switching platforms. You can start in the drag-n-drop builder and then add custom HTML elements or code emails from scratch. Both work seamlessly together, so you never have to switch tools.

Plain-text emails are indeed quicker to produce. That’s true. However, HTML emails, while slightly more complex, still don’t require coding, and they let you deliver visually engaging, structured messages that strengthen your brand image.

Which format should you choose for your email campaigns?

Here are some best practices for marketers deciding between HTML and plain text. Before choosing a format, consider your audience’s preferences and the purpose of your email.

What do successful email marketers choose?

In February 2024, Chase Diamond conducted a LinkedIn survey on email marketers' and recipients’ preferences in this regard. In total, 2,571 respondents participated in the survey, and the votes were divided almost equally, with 52% for HTML emails and 48% for plain-text emails.

(Source: Chase Dimond LinkedIn)

We wrote about this in detail in the article Email design evolution: From plain text to interactive emails. Let us briefly recall our observations.

Many email marketers use both plain-text and HTML emails, choosing the format based on the industry, the audience, and the purpose of the message. Plain-text emails are valued for their simplicity, reliability, and improved deliverability, and they can be created quickly to reach more recipients. Marketers often balance both, using simple text versions alongside HTML to maximize reach and accessibility.

Opinions vary on which format is better: 

• advocates of plain text emphasize that it avoids broken images, technical issues, and unnecessary complexity; 
• supporters of HTML highlight its visual appeal; flexibility; and ability to include links, multimedia, and formatted content, while noting that even HTML emails can be simple in terms of body copy. 

Importantly, many assume plain text means no HTML at all or that HTML automatically implies heavy design. In reality, the formats coexist, and the choice between them depends on context, rather than one replacing the other. It should not be ruled out that many commentators believe that “plain text” is simply an email in text form. However, at the same time, it may be in HTML format and not be really plain text from a technical point of view, as described in the sections above.

When to use plain-text emails for better engagement

Here are the most popular use cases for this format:

1. Cold outreach: Simplicity wins. Plain-text emails feel more personal and authentic, which helps build trust during first contact.
2. Personal communication: Perfect for one-on-one conversations in which a direct and honest tone matters more than visuals.
3. Transactional updates: Plain-text emails are ideal for order confirmations, password resets, or other notifications for which clarity and deliverability are key.

When to use HTML emails for maximum impact

Here are the most popular use cases for this format:

1. Marketing email campaigns: Use HTML to showcase products through bright visuals, animation, and even embedded videos. Imagery, formatting, and clickable links make promotional emails more attractive and structured.
2. Transactional emails: For delivery updates or order confirmations, HTML allows you to include real-time tracking and attention-grabbing buttons for a smoother user experience.
3. Warm audiences: HTML emails are ideal for existing subscribers who already recognize your brand. Visuals enhance engagement and reinforce brand identity.

For many of these use cases, a hybrid format (plain text with minimal HTML elements) can also work well.

For eCommerce, you can use both formats as well: 

• for building relationships, asking questions, sending apologies, or making important announcements, use plain text to improve inbox placement;
• for showcasing new collections or interactive products, choose HTML, which fits perfectly in Gmail’s promotions tab, where users expect shopping content.

Best practices for choosing between HTML and plain-text emails

When deciding which email formats to choose for your email campaigns, be sure to consider the following points:

1. A/B Testing: Continuously test both formats to learn what resonates with your specific audience. Even if plain text performs better on average, your audience might respond differently.
2. Message focus: Choose plain text when you want recipients to focus entirely on the message content.
3. Deliverability: Regardless of format, always monitor deliverability; it’s one of the most critical success factors in email marketing.

Conclusion: Making the right choice between HTML and plain-text emails

What type of email design will you choose for your future campaigns? Make your choice by considering all the key points we’ve covered in this article. Remember, the main rule for an email marketer is to test different approaches. It’s important to get your own data based on your specific market situation to understand your audience and engage recipients. Stripo will handle all the technical issues for you.