Are plain text emails better than HTML emails?

Plain text emails can sometimes achieve higher engagement because they feel more personal and often have strong deliverability. However, HTML emails allow for richer design, branding, and visual content.

Do HTML emails affect deliverability?

HTML emails can affect deliverability if they contain heavy images, poor coding, or spam-like formatting. Well-designed HTML emails typically deliver just as reliably as plain text emails.

Why do some marketers prefer plain text emails?

Plain text emails feel more personal and conversational, which can improve engagement in some audiences. They also load instantly and work across all email clients.

When should you use HTML emails?

HTML emails work best for newsletters, product promotions, announcements, and campaigns where branding, visuals, or layout matter.

Should marketers choose plain text or HTML emails?

Many marketers use both formats depending on the campaign. Testing both styles with your audience is often the best way to determine which performs better.

Plain Text vs HTML Emails: Which Performs Better?

Email marketers often debate a simple question:

Should you send plain text emails or HTML emails?

Some marketers believe simple, text-only emails perform better because they feel more personal. Others rely on fully designed HTML emails that showcase branding, images, and polished layouts.

The truth is that both formats have advantages, and the best choice depends on your goals, audience, and type of campaign.

In this guide, we’ll compare plain text and HTML emails, explore when each format works best, and explain how marketers can decide which one to use.

What Are Plain Text Emails?

Plain text emails contain only text with minimal formatting.

They typically look similar to a personal email you might send to a colleague or friend.

Characteristics of plain text emails include:

No images
No complex layouts
Minimal formatting
Simple links instead of buttons

Because they resemble everyday emails, plain text messages often feel more direct and personal.

Many marketers use plain text emails for:

Founder updates
Newsletter-style messages
Personal outreach
relationship-driven communication

Plain text emails prioritise conversation over design.

What Are HTML Emails?

HTML emails are designed emails built with HTML and CSS.

They allow marketers to create visually rich messages that include:

Images
Brand colours
Styled typography
Buttons
Columns and layout structures

HTML emails are common in:

Promotional campaigns
Ecommerce emails
Product announcements
Visual newsletters

They give marketers much more control over how the email looks and how content is structured.

However, that added design complexity also introduces some trade-offs.

Plain Text vs HTML Emails at a Glance

Format	Pros
Plain Text	Better deliverability perception, personal feel, simple structure
HTML	Branding, visual storytelling, structured layouts

Neither format is inherently better.

Instead, each format supports different marketing goals.

Deliverability Differences

One common belief in email marketing is that plain text emails have better deliverability.

The reasoning is simple.

Spam filters sometimes associate heavily designed emails with promotional campaigns, while plain text messages resemble personal communication.

However, modern spam filters are far more sophisticated.

Today, deliverability depends much more on factors like:

Sender reputation
Engagement rates
Authentication (SPF, DKIM, DMARC)
List quality
Complaint rates

Well-built HTML emails generally deliver just as reliably as plain text emails when best practices are followed.

Still, plain text emails can sometimes feel more natural and less promotional, which may encourage engagement.

Engagement and Authenticity

One reason plain text emails often perform well is authenticity.

Subscribers frequently associate plain text emails with:

personal messages
founder updates
behind-the-scenes communication

When a message feels personal rather than promotional, readers may be more likely to engage.

For example, many SaaS founders intentionally send plain text emails because they resemble direct one-to-one communication.

Instead of feeling like a marketing campaign, the message feels like a conversation.

That shift in perception can influence how subscribers respond.

The Power of Design in HTML Emails

While plain text emails offer simplicity, HTML emails unlock visual storytelling.

Design elements can help marketers:

guide reader attention
highlight key content
create clear calls to action
reinforce brand identity

For example, a promotional email might include:

product images
bold headlines
colourful call-to-action buttons
structured sections

These elements make it easier to scan and understand the message quickly.

Visual design also helps brands maintain consistent identity across campaigns.

Mobile Experience

More than half of emails are opened on mobile devices.

Because of this, mobile readability is essential.

Plain text emails naturally adapt well to mobile because they contain no complex layouts.

HTML emails can also perform well on mobile, but they must be responsive.

A poorly designed HTML email may display incorrectly on smaller screens, which can hurt engagement.

Best practices for mobile-friendly HTML emails include:

single-column layouts
large, tappable buttons
compressed images
short paragraphs

When designed correctly, HTML emails can provide a strong mobile experience.

When Plain Text Emails Work Best

Plain text emails are particularly effective in situations where authenticity and simplicity matter most.

Common use cases include:

personal newsletters
founder updates
relationship-driven communication
onboarding messages
simple announcements

These emails benefit from a conversational tone and minimal design distractions.

Subscribers often perceive them as more genuine and personal.

When HTML Emails Work Best

HTML emails are better suited for campaigns where visual communication is important.

Typical examples include:

ecommerce promotions
product launches
feature announcements
curated newsletters
marketing campaigns

Visual elements help highlight key offers and guide readers toward the call to action.

For many brands, HTML emails also reinforce professional presentation and branding.

The Hybrid Approach Many Marketers Use

In reality, many successful email marketers use both formats.

For example:

plain text emails for personal updates
HTML emails for promotions
mixed-format newsletters with simple design

Some campaigns even use HTML emails styled to look like plain text, combining the benefits of both approaches.

This hybrid approach maintains a personal feel while still allowing subtle formatting and branding.

Testing Is the Best Strategy

Every audience behaves differently.

Some subscribers prefer conversational plain text emails, while others respond better to visually structured campaigns.

That’s why testing different formats is essential.

Marketers can compare performance by experimenting with:

plain text vs HTML campaigns
simple vs heavily designed layouts
button-based vs text-based calls to action

Tracking metrics such as:

open rates
click-through rates
engagement patterns

can reveal which format resonates best with your audience.

Tools like Email Calculator help marketers analyse campaign performance and better understand how design choices influence engagement.

Final Thoughts

The debate between plain text and HTML emails doesn’t have a universal winner.

Both formats serve different purposes in email marketing.

Plain text emails often feel more personal and conversational, making them ideal for relationship-driven communication.

HTML emails provide visual structure, branding, and design flexibility, making them perfect for promotions and marketing campaigns.

The most effective email strategies usually combine both approaches.

By testing different formats and analysing engagement data, marketers can discover which style resonates most with their audience.

In the end, the goal isn’t choosing one format forever.

It’s choosing the format that best supports the message you want to send.