When it comes to email marketing, the way your message is presented can directly influence the performance of your campaign. One of the most common decisions among professionals in the field is: should you opt for plain text or HTML emails?
The debate between plain text vs. HTML emails goes far beyond appearance. Each format has its own specificities that impact delivery, open rates, click-throughs, and even the perception of your brand. HTML offers visual and interactive possibilities, while plain text is lighter, more direct, and tends to feel more personal and authentic.
In this article, you will understand the fundamental differences between these two formats, analyze the pros and cons of each, discover what recent research indicates about the performance of both, and how to use these approaches strategically to boost your results. Keep reading!
Understanding the differences between the two formats
Before choosing which format to use, it’s important to understand what really differentiates plain text from HTML email. Plain text emails are exactly what the name suggests: composed entirely of text, without any visual formatting, images, clickable links, or graphic elements.
On the other hand, HTML emails offer a more elaborate look, allowing the inclusion of images, buttons, colors, different text styles and other graphic resources. They are especially suitable for promotional campaigns, newsletters and communications in which visual appeal directly contributes to engagement.
However, the difference between these two formats goes beyond appearance. Plain text tends to feel more personal and human—valuable characteristics in emails like follow-ups and welcome messages. HTML, on the other hand, conveys a more professional tone and can provide a more engaging and interactive reading experience.
Therefore, understanding the particularities of each format is the first step in deciding which one best fits each type of campaign. Below, we explore the pros and cons of each, and how these choices directly impact your results.
Advantages and disadvantages of plain text and HTML emails
One of the main advantages of plain text emails is the high deliverability. Because they contain graphic elements, these emails are more likely to reach the inbox, avoiding the dreaded promotions tabs or spam folders. In addition, they transmit proximity and authenticity, looking like a message written especially for the recipient.
However, this format also has limitations. You cannot include images, stylized buttons, colors, or other visual elements., which can reduce the impact of the message in campaigns that rely on design to capture attention or guide the reader’s action.
Already the e-mails em HTML offer countless possibilities of visual customization. You can structure your content with product images, CTAs, highlighted sections, and more. They are ideal for reinforce the brand’s visual identity and create engaging campaigns such as newsletters, launches and seasonal promotions.
On the other hand, HTML requires care. When poorly configured — with too many images, heavy codes or unoptimized scripts — it can harm deliverability. Another important point is thatHTML may not render the same on all devices, which directly impacts the user experience.
What the data says about the real performance of plain text and HTML emails
In the battle between plain text emails and HTML emails, research shows that there is no definitive winner — it all depends on the campaign objective and the audience profile. However, some data helps to better understand how each format influences the main email marketing metrics.
Studies show that plain text emails tend to have better deliverability and slightly higher open rates in certain contexts. This is because they are perceived as less promotional by email providers, which reduces the chances of them being directed to the spam folder or promotions tab.
On the other hand, HTML emails often generate more clicks, especially when well structured. The use of images, buttons, and visual elements increases appeal and engagement, making this format ideal for promotional campaigns, newsletters, and product launches.
A balance point recommended by experts is the use of the format multipart/alternative, which sends both HTML and plain text versions in the same email. This way, if the HTML content doesn’t display correctly, the reader will still have access to the text version, ensuring a more consistent experience.
How to combine both formats intelligently
The most effective way to leverage the strengths of both formats is to adopt a hybrid approach, known as multipart/alternative. In this configuration, the same email contains in one version in HTML and another in plain text, allowing the reader to view the content in the best possible way, regardless of the device used.
This strategy is recognized among the email marketing best practices, especially in the context of comparing plain text to HTML. It ensures that even if the visual content is not rendered correctly, the recipient can still access the message in plain text format, preserving its effectiveness.
More than a technical measure, this combination can be used in a strategic. It is possible, for example, to create an attractive layout with HTML, without giving up a more familiar language, such as in plain text emails. This provides more humanized, with a touch of professionalism and visual identity.
To achieve the best performance, it is essential to perform full-bodied A/B and track metrics like open, click, response and unsubscribe rates. Observing how different audiences react to each format helps you continually refine your strategy and achieve more consistent results.
Conclusion
When it comes to the debate between plain text and HTML emails, there is no universal answer. Each format offers advantages and disadvantages — and the best choice will depend on the campaign objective, do submitted content and of the profile of your audience.
The secret is to explore these characteristics in a strategic. Whenever possible, adopt the model multipart/alternative It’s a smart solution: it combines the best of both worlds, ensuring accessibility across different devices and maintaining visual appeal when it really matters.
More important than choosing a format is following the real data. Test, analyze and adjust when necessary. Email marketing performance depends on the ability to adapt to audience behavior and to create relevant and efficient experiences.
