HTML vs Plain Text Email: A Comprehensive Guide to Making the Right Choice

HTML emails can be formatted with images, videos, and interactive elements, but they may not display correctly in all email clients.

Plain text emails, on the other hand, are simple and straightforward, with a focus on text only.

The choice between HTML and plain text emails ultimately depends on your audience and their preferences.

In general, plain text emails are more likely to be read by users with older email clients or those who have disabled images in their email settings.

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An HTML email is a type of email that uses HTML code to format its content, allowing for a more visually appealing and interactive experience for the recipient.

HTML emails can include images, links, and other multimedia elements that are typically not found in plain text emails.

Unlike plain text emails, HTML emails can be designed with a specific layout and style, making them more engaging and effective for marketing and communication purposes.

HTML emails are also more likely to be read and interacted with, as they provide a more immersive experience for the recipient.

HTML emails can be created using a variety of tools and software, such as email marketing platforms and HTML editors.

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HTML emails offer several benefits that make them a great choice for businesses.

One key advantage is higher conversion rates, especially in industries like eCommerce where they can lead to more sales.

HTML emails allow for more visual appeal and interactivity, making them more engaging for recipients.

They can include images, videos, and other multimedia elements that plain text emails can't.

This can help businesses convey their message more effectively and stand out in a crowded inbox.

In fact, HTML emails have higher rates of conversion when compared to plain text emails in industries such as eCommerce.

Overall, the benefits of HTML emails make them a popular choice for businesses looking to boost engagement and conversion rates.

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Plain text emails are a game-changer for accessibility. They provide the most accessible experience for people with disabilities, integrating seamlessly with screen readers for the blind.

Plain text emails offer several benefits for accessibility, including being screen reader friendly, easily enlarged text, and no reliance on images or video. This makes them a great choice for emailing groups that include people with impairments.

Here are some ways plain text emails enhance accessibility:

In addition to accessibility, plain text emails also offer improved deliverability. They eliminate the risk of having your CSS stripped by antivirus software and decrease your chance of being buried in a spam folder or promotions tab.

Accessibility is key to ensuring that your emails reach everyone on your list. Plain text emails are especially important for users of Internet of Things (IoT) devices and wearable tech, as they can't always read HTML emails.

There are many reasons why plain text emails are essential for accessibility. They integrate seamlessly with screen readers for the blind and remove other access barriers. Here are some ways plain text emails enhance accessibility:

Sticking to plain text ensures you deliver content to everyone, including those with impairments.

Plain text emails have a 100% deliverability rate, but that's not the only benefit. Regardless of this rate, plain text eliminates the risk of having your CSS stripped by antivirus software.

This is especially important because it decreases your chance of being buried in a spam folder or promotions tab.

Plain text emails offer better security, since you can't embed tracking pixels, hidden links, or images within their content. This means there's little room for surprises when clicking through on a link.

HTML emails, on the other hand, provide creative control, allowing you to artistically mold the email to work almost like a website. You can showcase products and boost brand recognition with HTML emails.

Plain text formatting can be beneficial in industries that handle sensitive information, as it's less likely to trigger email filtering systems. This can provide additional assurance that your message will be seen.

Using plain text can provide an extra layer of security when sending sensitive information. This is because you can't embed tracking pixels, hidden links, or images within its content.

In industries that handle sensitive information, like IT or financial services, email filtering systems are often more cautious. Plain text formatting can help ensure your message gets through.

Plain text also gives you control over what's in the message, reducing the risk of surprises when clicking on a link. All URLs must be written out in full, so you know exactly where you're going.

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With HTML emails, you can artistically mold the email to work almost like a website, showcasing products and boosting brand recognition. This format allows for layout styles, templating possibilities, and diverse color palettes.

HTML offers everything plain text emails are missing, including dynamic content and embedded multimedia like GIFs, videos, images, and animations.

Tracking and interactivity are crucial for marketers to understand what works and what doesn't. HTML emails allow us to embed hidden snippets of code, like pixels, to track performance via opens, click-throughs, and more.

A 2020 Litmus survey saw dynamic and interactive content increase email ROI by over 100%. HTML works to bridge the gap by providing subscribers with more functionality and possibilities for interaction than plain text ever could.

Open and click tracking are major advantages of HTML emails. HTML allows open tracking by embedding a tiny 1×1 pixel image in the code that fires when the email is opened.

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Click tracking is also easy with HTML, thanks to hyperlinking text and buttons that can be tracked. With plain text, no graphics means no tracking.

Clickable links and buttons allow your audience to quickly and easily take action upon receiving your message. This is especially important for getting subscribers to download guides, like our email testing guidebook.

Whether you're sending a plain text or HTML email, it's essential to put your best foot forward. Apply best practices to create high-quality emails.

To boost engagement, follow design optimization tips that work for both HTML and plain text content. Certain best practices can make a big difference in how well your emails are received.

When sending plain text emails, keep in mind that they're often more personal and direct. With all this in mind, let's go over how to put your best foot forward.

For high-converting emails, apply guidelines that boost engagement for both HTML and plain text content. This means considering the format and design of your email carefully.

You can extend your brand experience directly into subscribers' inboxes with HTML email. HTML emails can reflect your brand identity by using brand fonts, incorporating your logo and colors, and maintaining a consistent visual style.

Some companies with strong visual brand recognition, like Target or Coca-Cola, would feel completely disconnected with plain text emails. HTML brings everything full circle and helps build familiarity and trust with your brand.

Not all brands are visual, though. Text-focused brands like enterprise IT companies, technical organizations, or research firms sharing data shine best through simple, text-oriented communication.

If flashy graphics don't mesh with your brand essence, plain text emails might perfectly capture your brand identity. You can still include links, banners, and light formatting for visual interest when needed.

Consider your brand identity and objectives when choosing between HTML and plain text emails. A stylish fashion line might prioritize HTML over reach, while an urgent delivery alert needs universal plain text reach.

Here are some design tips that are relevant for both HTML and plain text emails:

A hybrid approach can be a great way to get the best of both worlds. This involves combining the benefits of HTML and plain text emails.

A hybrid approach can be particularly useful when you want to include rich media like images, but still want to ensure that your email is universally accessible. As the chart shows, HTML emails can include images, but plain text emails are limited to ASCII art only.

Some ways to employ a hybrid approach include using a "hybrid" (HTML) email, which can provide senders with endless styling options and the ability to build off a brand image. However, poorly coded HTML emails can display in frustratingly different ways, and may even break an email or set off spam detectors.

Here is a quick comparison of HTML and plain text emails:

In short, a hybrid approach can be a great way to balance the benefits of HTML and plain text emails.

A hybrid approach can be a great way to simplify things and get the best of both worlds. This approach combines HTML and plain text emails to cater to different audience needs.

By embracing both HTML and plain text, you can create emails that are visually appealing and easy to scan, while also being accessible to users who prefer plain text. This approach can work well for email marketers who want to present a variety of messages to their audience.

Some ways to employ a hybrid approach include creating emails that have a plain text section with a HTML section for visuals. This allows you to have the best of both worlds and present your message in a way that resonates with your audience.

The key to deciding on a hybrid approach is to consider the type of message you're presenting to your audience. If you're sending a text-heavy message, plain text might be the way to go. But if you want to create visually appealing emails that are easy to scan, a hybrid approach could be the better choice.

By understanding the difference between HTML and plain text emails, you can make an informed decision about which approach to take.

Let's take a closer look at the comparison chart between HTML and plain text emails. According to the chart, HTML emails have better display capabilities, allowing for text, images, and rich media, whereas plain text emails are limited to text only.

The chart also highlights the differences in external links, with plain text emails displaying full URLs and HTML emails displaying hyperlinks. Additionally, HTML emails support graphics, while plain text emails are limited to ASCII art only.

Here's a quick summary of the key differences:

This chart makes it clear that HTML emails offer more flexibility and features than plain text emails. However, it's worth noting that plain text emails are more universally accessible, and deliverability depends on the sender's reputation.

HTML emails contain markup code and CSS capabilities, providing endless styling options and the ability to build off a brand image. This allows for visually appealing emails that are easier for users to scan through and digest.

Plain text emails, on the other hand, rely on ASCII delivery system, meaning no code, no display instructions, only text.

HTML emails are not universally accessible, whereas plain text is. In fact, even Gmail didn't support HTML content until 2016.

HTML emails permit senders to gain insight on their audience by embedding tracking pixels, which log email open rates, click-throughs, and more. Unless subscribers opted-in to Apple's Mail Privacy Protection Update, HTML can help keep tabs on opens and performance metrics more accurately.

However, HTML emails can display in frustratingly different ways, and poorly coded emails can break an email, leaving behind a jumbled mess. This can also set off spam detectors, relegating your message to the junk mail folder.

Here's a quick comparison of HTML and plain text emails:

The choice between HTML and plain text emails ultimately depends on the type of message you're presenting to your audience.

Plain text emails have some limitations that can make them less effective than HTML emails. You can't track open rates or enable click tracking in plain text emails, which makes it difficult to measure the success of your campaign.

To overcome these limitations, consider using HTML emails, which offer a range of creative possibilities. You can include links to view images on your site, attach images and ask recipients to view the attachments, host images publicly and provide the URLs, or send a follow-up HTML email with images.

Here are some creative ways to add visuals to your plain text emails:

HTML emails are at a higher risk of getting flagged as spam compared to plain text emails.

Overusing images in HTML emails can trigger spam filters, so it's best to keep them to a minimum.

Too many large images can also slow down email load times, impacting deliverability.

Excess links in HTML emails can seem like spammy behavior, so use them sparingly.

Odd text colors or flashing fonts in HTML emails can seem suspicious and trigger spam filters.

Here are some specific things to watch out for in HTML emails:

Plain text emails have an inherent trust advantage, but they can still be flagged as spam if they contain blacklisted domain reputations or spammy language.

Sometimes, plain text just isn't enough. You can include a link to view images on your site, attach images and ask recipients to view the attachments, host images publicly and provide the URLs, or even send a follow-up HTML email with images.

The benefits of HTML emails are undeniable, offering creative control to mold your email into a mini-website. This format gives you the freedom to outfit your message with layout styles, templating possibilities, diverse color palettes, dynamic content, and embedded multimedia.

Plain text, on the other hand, has its limitations. You can't easily achieve multiple-column formatting, which can make your email look cluttered and hard to read.

To overcome these limitations creatively, consider the following options:

Testing and optimization are crucial steps in ensuring your HTML emails look great across different devices and email clients. Use a tested framework like a template to minimize formatting headaches, as email services like MailChimp offer thousands of responsive templates created by designers.

Testing your emails extensively is a must, covering major web clients like Gmail, Outlook, Yahoo, mobile apps on iOS and Android, desktop apps like Windows Mail, Apple Mail, and multiple device sizes and resolutions. Don't assume it looks perfect because you designed it in one platform.

To automate testing across 30+ platforms, use a service like Email on Acid. Confirm all styling, imagery, and content renders properly before sending. You can also split test your email list by creating two segments for your audience, and name one "HTML" and the other "Plain Text". Send two different versions of the same email to your audience, then use the open and click-through rates to guide you toward a decision.

Here are some key areas to test:

Split testing your email list can be a game-changer for your marketing efforts.

Some email marketing services allow you to split test email content to see which format performs best with your audience.

If your service only allows you to split test subject lines or doesn't offer split testing at all, you can create two segments for your audience, one named "HTML" and the other "Plain Text".

For at least one month, send two different versions of the same email to your audience, then use the open and click-through rates to guide you toward a decision.

Testing is a crucial step in ensuring your HTML emails look perfect across different devices and email clients.

You'll want to test major web clients like Gmail, Outlook, and Yahoo, as well as mobile apps on iOS and Android. This will help you catch any issues with styling, imagery, and content that may not render properly.

Desktop apps like Windows Mail and Apple Mail also need to be tested, as well as different device sizes and resolutions. Image blocking and stripped CSS scenarios should also be tested to ensure everything looks as intended.

Use a service like Email on Acid to automate testing across 30+ platforms, or consider using a tool like Dyspatch with integrated Litmus testing, which allows you to preview content effortlessly across 100+ email clients, devices, and even in dark mode.

Ideally, aim for an email size under 150 kb to ensure most emails load in under 3 seconds even on slower connections. This is crucial for keeping readers engaged.

Compressing and resizing images before embedding can significantly reduce file size. I've seen this make a big difference in email campaigns.

Hosting large images on a server instead of attaching them can also help keep file size down. This way, the image is loaded separately, not slowing down the email.

Avoid huge background images, as they can quickly bloat your email's file size. It's better to use a smaller image and use CSS to repeat it.

Use video sparingly, and optimize file formats to keep file size reasonable. Not everyone has fast internet, so it's essential to consider this.

Eliminate unnecessary HTML/CSS code to keep your email light and fast. Inline CSS instead of embedding a stylesheet can also help.

Here are some tips for optimizing HTML email file size:

In the retail and ecommerce industries, HTML newsletters are the norm. This is because they allow for visually appealing and engaging content that showcases products and promotions.

Plain text outreach is more common in B2B software, where a more straightforward and to-the-point approach is often preferred.

In the hospitality industry, visual HTML invites are used to create a sense of excitement and anticipation for events and promotions.

Plain text shipping confirmations are used everywhere, as they provide a simple and efficient way to communicate with customers about their orders.

Here are some common industry norms to consider:

By aligning with industry norms, you can create a more cohesive and recognizable brand image. However, don't be afraid to experiment and find what works best for your business.

Marketers prefer HTML emails because they offer the freedom and creativity to design engaging messages. Many email marketing services provide premade templates to save time, allowing beginners to build stunning and interactive emails.

HTML emails provide more interactive elements, such as hyperlinking and bold fonts, which can enhance the user experience. With HTML formatting, marketers can promote their latest posts and products in fun and engaging ways.

Some marketers prefer to ask their subscribers what they want, including a question on the email subscription sign-up form or in the preference center to indicate whether they want to receive HTML or plain text messages.

Here are some reasons why marketers prefer HTML emails:

Keep in mind that not all subscribers may prefer HTML emails, especially if they are locked behind corporate firewalls. It's essential to consider the target audience and their engagement levels with different email formats.

You can use both HTML and plain-text emails for different use case scenarios. Use HTML emails for broad interactions and plain-text emails for more personal interactions.

Assigning a team member to be the face of the marketing branch of your brand can make traditionally commercialized emails a little more personal. This person should sign their name in the "From" field.

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Simplified HTML emails are a great compromise between HTML and plain-text emails. They are written in primarily plain-text format but feature HTML elements here and there, such as images and buttons.

Include a plain text version of your HTML email to improve accessibility and deliverability. This is a simple way to show your subscribers you prioritize their needs.

You can design snazzy HTML emails as your primary format, but also include a plain text alternative for compatibility. This ensures anyone can read the email.

Sending both HTML and plain-text versions of your email can help you understand what format works best for different demographics. For example, you can test if Gen Z prefers HTML while Baby Boomers respond better to plain text.

Using both HTML and plain-text emails can help you mix and match the best of both worlds. You can use HTML for marketing content you control and plain text for high-volume automated emails to improve deliverability.

Ultimately, using both HTML and plain text emails is a strategic decision that requires some experimentation to determine what works best for your audience.