Beautiful HTML templates or raw plain text? This is a bigger decision than it looks, and the answer isn't always 'HTML.' This week we break down when each format wins.
This Week’s Lesson
HTML emails support images, colors, multi-column layouts, and branded design elements. They're what most marketing emails look like. Plain text emails are exactly what they sound like: no formatting, no images, just words.
The deliverability difference: plain text emails pass through spam filters more easily because they have no HTML elements to scan for suspicious code, no tracking pixels that some filters flag, and no image-to-text ratio to analyze. For cold outreach, plain text is almost always the better choice.
Engagement difference: plain text emails often feel more personal, especially in B2B contexts. A plain text email from a salesperson or executive reads like a direct message, not a mass broadcast. This personal quality can dramatically increase reply rates.
Best of both worlds: multipart MIME. When you send an email, you can include both HTML and plain text versions. The receiving email client chooses which to display. Most ESPs do this automatically — but the plain text version is often auto-generated from the HTML and looks terrible. Write your plain text version intentionally.
When to use HTML: newsletters, product announcements, promotional emails, visual brand communications. When to use plain text (or styled plain text): sales outreach, executive communications, personal responses, re-engagement emails.
Hybrid approach: HTML that looks like plain text. A simple font, black text on white, no images except a small logo — captures the personal feel of plain text while retaining a light brand presence.