Definition
A plain text email is an email message that contains only text characters with no HTML markup, CSS styling, images, or other rich media. While most marketing emails are sent as HTML, the plain text version remains an essential component of proper email delivery. Email standards require that messages can be represented in plain text, and many recipients prefer or exclusively use plain text for reading their mail.
Plain text emails are not just a fallback for old technology. They play a critical role in deliverability, accessibility, and user preference. Some email clients render the plain text part by default, spam filters evaluate both parts of a multipart message, and screen readers often handle plain text more reliably than complex HTML.
How It Works
Emails are sent using the Multipurpose Internet Mail Extensions (MIME) standard. A multipart message includes both an HTML part and a plain text part. The email client decides which version to display based on the user's settings and the client's capabilities. If the client cannot render HTML or the user prefers plain text, the plain text version is shown. If the HTML part triggers spam filters or fails to load, the plain text version serves as a backup.
Creating a plain text version involves stripping all HTML tags, replacing links with their URLs in parentheses, and formatting the content with simple line breaks and basic punctuation for emphasis. Many ESPs automatically generate a plain text version from the HTML, but manually crafted plain text versions usually read better.
Best Practices
Always include a plain text version with every HTML email. A multipart message is the standard, and omitting the plain text part can hurt deliverability. Craft the plain text version manually rather than relying entirely on auto-generation. Check how your links appear in plain text by placing URLs next to the linked text in parentheses. Use simple ASCII characters for emphasis since bold and italic are not available. Test the plain text rendering by viewing your email in a plain text client or using your ESP's preview feature. Consider sending purely plain text emails for specific use cases like transactional notifications or personal correspondence.
Related Glossary Terms
Bounce Classification
Bounce classification uses SMTP codes (550, 551, 552, 553, 554, 450, 451, 452) and enhanced status codes to categorise permanent and transient delivery failures.
DMARC Alignment
DMARC identifier alignment determines whether the domain in the From header matches the domains used in SPF and DKIM authentication. Strict or relaxed.
Email Active Subscriber
An active email subscriber has opened or clicked an email within a defined recency period, typically 30-90 days by industry. Active subscriber rate of 40-60% is typical for healthy email lists.
Email Blacklist
An email blacklist (DNSBL) is a real-time database of IP addresses or domains known for sending spam or unwanted email.
Email Bounce
The return of an undelivered email to the sender, categorized as hard, soft, or transient with distinct handling rules for each.
Email Bulk
Bulk email classification distinguishes mass commercial messages from transactional emails, with specific authentication requirements for senders over 5,000 daily.
Frequently Asked Questions
Spam filters evaluate both parts of a multipart message. A missing plain text version can appear suspicious and increase your spam score. Additionally, some spam filters and content security gateways strip HTML and evaluate only the plain text content.
No. Some email clients and many corporate email systems are configured to display only plain text by default. Screen readers for visually impaired users also handle plain text more predictably than HTML.
Yes, but they appear as raw URLs rather than clickable hyperlinked text. Recipients can copy and paste the URL into their browser. Some email clients automatically detect URLs in plain text and make them clickable.
Transaction emails like order confirmations and password resets benefit from plain text because they are more likely to be read in any client and less likely to be filtered. Many companies send transactional emails as plain text or simple text-enhanced HTML.
Use short paragraphs separated by blank lines. Use asterisks or dashes for bullet points. Put URLs in parentheses after the link description. Use ALL CAPS for emphasis sparingly. Avoid lines longer than 65 to 70 characters to prevent ugly wrapping.