Plain-Text vs. HTML Emails: Which Performs Better?

Tom Foster
May 20, 2025
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html templates or plain email

Picking between plain-text and HTML emails can leave you scratching your head. It sure had me puzzled when deciding what’s best for email marketing in 2025. Turns out, plain-text emails usually get the nod over their HTML counterparts.

This made me dig deeper to understand why.

Through my research, I discovered how each format impacts things like open rates, engagement, and design aesthetics. You’re about to find out which type of email could work better for connecting with your audience.

So stick around as we explore whether plain text or HTML takes the crown.

HTML vs Plain Text Emails: An Overview

HTML emails use code to create colorful and stylish messages. Plain text emails are simple. They have no fancy design, just words. Both types have their own strengths and weaknesses in email marketing.

Definition of HTML emails

HTML emails are messages that use HTML code. This code allows for images, colors, and different fonts. I can make my email look nice and professional with this format. Many marketers still prefer sending HTML emails because they can be visually appealing.

A/B tests have shown that these emails often get better open rates compared to plain text ones.

However, simpler HTML emails perform even better in terms of open rates than those filled with many design elements. Plain text emails have been found to deliver superior performance overall, especially in 2025.

They often engage readers more effectively as the trend shifts towards simplicity in email communication.

Simplicity is the ultimate sophistication. – Leonardo da Vinci

Definition of plain text emails

Plain text emails are simple and straightforward. They contain only text without colors, images, or fancy designs. This format makes them easy to read on any device. Many people find plain text emails more personal and engaging than HTML ones.

In 2025, I see plain text emails as the better choice for email marketing. Studies show they have higher open rates compared to HTML emails. They also help avoid spam filters, which is crucial for deliverability.

Simple formatting can lead to improved engagement with my audience. Understanding these benefits will guide my next steps in email strategy.

Visual Differences Between HTML and Plain Text Emails

HTML emails are colorful and can include images. They allow for special designs that catch the eye. Plain text emails, on the other hand, are simple and straightforward. They focus on clear writing without extra features.

Personalization

Personalization is key in email marketing. Plain-text emails often allow me to create a more personal touch. They can feel like a direct message to the reader. This sense of connection can lead to better engagement.

Many people respond well when they feel valued.

HTML emails may look fancy, but I find plain text gets attention too. They can help improve open rates and get my content noticed. Using names or specific details makes these messages stand out even more.

In 2025, sending personalized plain-text emails could be the smarter choice for marketers like me who want real results.

Accessibility

Accessibility is a key point for email marketers. Plain text emails have an edge here. They are simple and easy to read. Many people can access them without special tools or devices.

This format helps those who may struggle with HTML design, especially users with disabilities.

HTML emails often require more effort to load and view. Some recipients may not see the images or fancy designs at all. In 2025, I see plain text as a smart choice for better engagement and reach.

Open rates improve because more people can easily access my message when it’s in plain text format.

Readability

Moving on from accessibility, readability is a key factor in email performance. Plain text emails are often easier to read than HTML emails. They have simple formatting. This makes it easy for readers to focus on the content.

I find that many people prefer plain text for its clarity. It helps improve email engagement and boosts open rates. Studies show plain-text emails perform best for open rates compared to HTML options.

Even simpler HTML versions can do better than rich HTML designs. In 2025, I am convinced that focusing on plain text will help create effective digital communication with our audience.

Design and Styling

HTML emails allow for nice designs and styles. They can look colorful and engaging. I can add images, buttons, and different fonts. This makes them appealing to many people. However, designing HTML emails takes time.

It requires coding skills that not everyone has.

Plain text emails have a clean look without fancy features. Their simplicity can make your message stand out in a crowded inbox. Studies show plain-text emails often perform better than rich HTML ones in terms of open rates.

Many marketers still choose HTML despite these benefits of plain text emails. The choice between the two formats is key for email effectiveness and conversion rates. Next, I’ll cover factors to consider when choosing between HTML and plain text emails.

email and sms marketing

Factors to Consider When Choosing Between HTML and Plain Text Emails

When I think about whether to use HTML or plain text emails, I consider my audience first. Their needs play a big role in my decision. Next, I think about how each option fits with my brand’s image.

Some brands do better with simple designs, while others shine with rich visuals. Email delivery matters too; some filters may block certain formats more than others. To learn more about this topic, keep reading!

Know your audience

I must know my audience to succeed in email marketing. Plain-text emails often perform better than HTML emails. In 2025, sending plain-text emails may be the smartest move. Many marketers still choose HTML for their designs.

However, I see that simpler HTML can get better open rates than complex ones.

Knowing what my audience prefers helps me decide on the right format. If they like quick and straight-to-the-point messages, plain text is ideal. I also need to think about how well each type delivers and avoids spam issues.

Understanding these factors can improve my email conversion rates significantly while increasing overall engagement.

Brand image and identity

Brand image and identity matter a lot in email marketing. Using HTML emails can show off my brand with colors, logos, and stylish designs. But I find that plain-text emails also have their own charm.

They can feel more personal and genuine to the reader.

People often open plain-text emails because they seem real and less like ads. In 2025, many marketers are noticing better performance with these simple messages. Email open rates drop for fancy HTML content too rich in design compared to basic formats.

Keeping it clean may help me connect better with my audience while showing the true voice of my brand through plain text content.

Email deliverability and spam concerns

Email deliverability is key for any email format. Plain-text emails can help avoid spam filters better than HTML emails. Many marketers still choose HTML, but they might miss out on the benefits of plain text.

In 2025, I have seen that plain text emails perform best in open rates.

Spam concerns are real and affect engagement. If an email lands in the spam folder, it will not be read at all. Knowing how to improve deliverability is important for success. Using plain-text formats may lead to more people actually seeing my content compared to flashy HTML designs that can get blocked or ignored.

plain email templates

Why Plain Text Emails May Be the Better Choice in 2025

Plain text emails can boost engagement in 2025. They stand out in crowded inboxes and may lead to more opens and clicks.

Improved engagement

I have noticed that plain text emails can lead to better engagement with readers. Many studies show these types of emails perform well, especially in 2025. They often get higher open rates compared to HTML-rich emails.

While HTML emails may look fancy, they don’t always connect with the audience like plain text does.

Sending plain-text messages is quick and simple. It saves time compared to designing and coding complex HTML emails. Marketers who choose this route might find their audiences respond more positively due to the straightforwardness of the content.

With improved engagement becoming a key factor in marketing success, it makes sense to consider plain text as a strong option for email design and formatting strategies.

Low open rates and the rise of plain text emails

Improved engagement often leads to better outcomes in email marketing. Low open rates pose a big challenge for many marketers today. I find that plain text emails are on the rise because they perform surprisingly well compared to HTML emails.

Emails with less design can grab attention more effectively.

In 2025, plain text emails may be the smartest choice. Data shows these types of messages have higher open rates than their HTML counterparts. Simpler styles seem to connect better with readers.

Many marketers still choose flashy HTML designs, but plain text might just win out due to its simplicity and effectiveness in getting noticed.

Implementing plain text emails in your marketing strategy.

Plain text emails can boost engagement. I find them simple and effective for my marketing efforts.

  1. Start with a clear goal for plain text emails. This helps in planning what to say and how to connect with your audience.
  2. Personalize the message. Using names or special info about readers makes plain text emails feel more engaging.
  3. Keep the content direct. Short sentences work best in plain text formats, making it easier for readers to understand quickly.
  4. Test open rates regularly. In A/B tests, plain text emails often show better open rates than HTML ones.
  5. Use a clean layout. Plain text formatting is simple, which makes it easy to read on any device.
  6. Avoid overloading with links or images. Too many distractions can hurt engagement; keep the focus on your message.
  7. Ensure email delivers well. Spam filters might catch complex formatting, so stick to pure text for better chances of reaching inboxes.
  8. Track responses and adjust as needed. Analyzing how subscribers engage with plain text emails helps refine future strategies.
  9. Create an easy unsubscribe option at the bottom of every email for compliance and user trust.
  10. Share success stories in future campaigns showing the benefits of using plain-text versus HTML emails based on performance data from previous months or campaigns.

Want to learn more: Read about the 7 main mistakes of email marketing >>

Author Tom Foster

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