HTML vs. Plain Text Emails

Entrepreneurs are naturally pushed to be inventive. This intrinsic trait makes them gravitate in the direction of visually interesting HTML emails as a result of they permit extra room for creativity. However do plain textual content emails have a statistical edge? 

On this article, we’ll delve into the main points of HTML and Plain textual content emails. We’ll talk about the advantages and downsides (if any) of every that can assist you select an appropriate format to streamline your email marketing campaigns.  

HTML vs. Plain Textual content Emails: Definition and Advantages

Plain Textual content Emails

Because the title suggests, a plain textual content e mail is an easy, format-free, text-based e mail. In different phrases, plain-text emails include textual content solely — there’s no graphics, photographs, or formatting (you may’t alter fonts, font dimension, or add italics).

Right here’s an instance of a plain-text e mail:

Moreover, you may’t embed hyperlinks, and there’s no approach to make the decision to motion (CTAs) stand out. You additionally lack the power so as to add HTML snippets, which makes it tough to trace very important e mail metrics.

Professionals of Plain Textual content E-mail

  • Requires minimal technical data to create. 
  • Supported by all e mail shoppers, so they provide consistency in supply.
  • Higher accessibility, even on gadgets just like the Apple Watch.
  • Quicker loading time as a result of they don’t have graphics or photographs,
  • They’re extra private and don’t really feel automated.

Cons of Plain Textual content E-mail

  • Lack visible attraction.
  • Tough to make CTAs stand out.
  • Don’t help monitoring of key e mail metrics.

HTML Emails

HyperText Markup Language (HTML) is a regular coding language used to create net pages that deal with italics, daring, and shade textual content. 

An HTML e mail helps formatting, graphics, GIFs, and pictures, along with textual content. In contrast to plain textual content e mail, HTML emails sport a extra skilled and fashionable look. You might have extra refined design management and may embed interactive, visible, and media parts.

Right here’s an instance of an HTML e mail:

You’re in a position to make use of numerous colours and add attention-grabbing CTAs, and most significantly, HTML e mail helps HTML snippets which makes it straightforward to trace important e mail metrics. 

Professionals of HTML Emails

  • Higher design management.
  • You may create visually interesting CTAs.
  • Higher monitoring capacity.

Cons of HTML Emails

  • Too many HTML parts could direct emails to recipients’ spam folders.
  • Some e mail shoppers don’t render HTML parts effectively, which may result in a mishmash of code. 
  • Some e mail shoppers block photographs and graphics by default, making it tough for recipients to get the total message.

HTML vs. Plain Textual content Emails: The Key Variations

On the subject of emails, seems to be may be deceiving. For that reason, to make an correct choice on which e mail format is finest for you, it’s important to think about different components reminiscent of deliverability, engagement, and extra. 


Your e mail technique will solely work if the e-mail makes it into your subscribers’ inbox. 

Essentially the most vital drawback of HTML emails is that they’re far more prone to find yourself in a spam folder than plain textual content emails, particularly in the event that they include damaged tags. 

Most of the time, antivirus software program mechanically removes the CSS types of HTML emails. So even when the e-mail will get to the first inbox, it turns into tough for subscribers to decode the message.

When you care about deliverability, persist with plain textual content e mail. Higher but, make the most of a hybrid e mail — one which blends a plain-text model and correctly coded HTML e mail. 

Open Charges

At first look, HTML emails could appear visually interesting due to the purpose-built format and stand-out CTA button — almost all of the attributes you need in an e mail to entice subscribers to open. 

Nonetheless, should you look past the visible attraction, there’s a catch. 

The colourful headers, pixel banner and footer, and social community buttons could quantity to distractions — one thing you by no means discover with plain textual content emails. Because of this, HTML emails have 11% lower click-to-open rates than text-based emails. 

Click on-By Charges

Even when the open charges declined, you’d anticipate HTML e mail to transform higher, due to the attention-drawing CTAs. Proper?

Sadly, that’s not the case. 

Textual content-based emails ship 17% higher click-through rates on provide hyperlinks than their HTML counterparts. 

E-mail Analytics

The one space the place plain textual content e mail stumbles out of the gate is analytics. As talked about earlier, text-based emails don’t help HTML snippets, and as such, it’s tough to trace key e mail metrics. 

Decide the Proper Format For Your Viewers

On the subject of e mail, statistics have proven much less is extra. Textual content-based emails seemingly have the sting over their fairly counterparts. They ship larger clicks on CTAs and embody the entire objective of e mail advertising. 

That mentioned, plain textual content emails have just a few main drawbacks: no visible attraction and the shortcoming to trace. 

Fortuitously, with BenchmarkONE, you may treatment the shortcomings of plain textual content emails. Our e mail performance permits you to add hyperlinks, photographs and observe the open charges of text-based emails. Now you may get pleasure from the very best of each choices. Sign up for free and get a first-hand really feel for what BenchmarkONE can do for you. 

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