Definition
A rich-text email uses simple formatting — bold, italics, font sizes and colours, basic lists and links — without the full layout capabilities of a designed HTML email. It is a middle ground between a plain-text message and a fully designed piece.
Rich text adds emphasis and scannability over plain text while remaining simpler and more reliable than full HTML. It is common in personal or lightweight communications that want structure without heavy design, and it renders broadly across clients.
Plain vs Rich Text vs HTML
| Format | Formatting | Layout |
|---|---|---|
| Plain text | None | No |
| Rich text | Basic emphasis | Minimal |
| HTML | Full styling | Full layout |
Rich text sits between the two.
What Rich Text Offers
- Emphasis: Bold, italics for important points.
- Scannability: Structure from lists and headings.
- Links: Clickable, styled URLs.
- Simplicity: Reliable without heavy design.
When to Use Rich Text
- Personal communications: Needs structure without being formal.
- Lightweight updates: Composer emails and internal mail.
- Where HTML layout is overkill: Readability over design.
Related Glossary Terms
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Accessible CTA (Email)
An accessible CTA is a button or link coded with sufficient colour contrast, visible focus states, descriptive screen-reader text, and a minimum touch target of 44×44 pixels.
Adaptive Design
Adaptive design in email uses predefined layouts that adjust to specific device or client widths, rather than fluidly resizing to every possible screen.
AI-Generated Content in Email
AI-generated content in email is copy, images, code or subject lines produced by artificial intelligence tools to speed up campaign production and testing.
Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
Autoplay Video in Email
Autoplay video in email refers to the limited ability to play video content automatically when an email is opened, using specific client-supported techniques.
Frequently Asked Questions
A rich-text email applies basic formatting such as bold, italics, colours and links without a full HTML layout. It is a middle ground between plain text and designed HTML, adding structure while staying simple.
HTML email uses full designed markup — layout, images, styling and components. Rich-text email uses only simpler formatting like bold, italics and links. Rich text is lighter and more reliable, while HTML allows full design.
When you want structure and emphasis without heavy branding or layout, such as a personal note or a lightweight update. If you need strong visuals and conversion design, full HTML is better.
Broadly, yes. Because they use only common formatting, they render consistently across more clients than complex HTML. This reliability is a reason rich text is chosen when universal readability matters.