HTML vs plain text emails: What's best for your next campaign?

What are HTML emails?

HTML emails use HTML code (HyperText Markup Language) to create a customized visual design and layout. Think of HTML code as instructions that tell your recipients’ email app or web browser how to display the email. HTML emails emerged in the late 1990s, and due to their design capabilities, they have become the standard approach for email marketing.

HTML enables you to design elements like background images, buttons, banners, and so on. These elements can enhance your email and let you infuse your brand identity.

What are plain text emails?

Plain text emails are text only - no custom graphics or visual designs, just text. 

Examples of plain text emails are the everyday threads between you and your colleagues or family. Some brands send plain text emails whenever you're completing a transaction, such as a password change confirmation or when payment is received.

Plain text emails are simple and to the point. Email clients and web browsers love plain text emails since they are quick to display, whereas email clients might render the message differently than intended with HTML. 

Comparing pros and cons of HTML emails vs plain text emails

Given the distinct differences between HTML and plain text emails, it's important to determine which type to use based on your specific needs. Let’s explore the pros and cons of each to help you decide which format best suits your brand's goals.

HTML emails pros

If you really want to make an impression and attract customers’ attention, HTML emails have undeniable advantages over plain text emails:

• Design flexibility: HTML gives you ultimate control over the look and feel of your email - allowing you to create an engaging experience for users. TechReport says color alone impacts 90% of a reader's first impressions. With Design elements and interactive components
• Tracking: With HTML, you can easily embed tracking links that give you data about the performance of your emails. For marketers, this is invaluable and allows you to make informed decisions on strengthening future campaigns.
• Branding & personalization: Due to the design flexibility that HTML offers, you are able to incorporate your brand identity into your emails to reinforce brand awareness and recognition. Additionally, with dynamic content, you can create a personalized user experience, further strengthening your brand's connection with them.

HTML emails cons

• Deliverability & responsiveness: To remove potentially spammy content, email clients and applications set filters that can impact how HTML emails are rendered or delivered.
• Loading: HTML emails' added complexity can make them take longer to load. This is especially true if you have embedded many images, videos, or other large media.

Plain text emails pros

At first glance, plain text emails might seem boring, but in many cases, a text-only email might actually be the better choice.

• Deliverability: Deliverability issues are less likely to happen with plain text emails because they have fewer elements that could trigger false flags.
• Loading: Loading visual elements takes time, and the longer your emails take to load, the more likely you are to lose the reader’s attention before they even see your message. Plain text emails load quickly because they have no complex visual elements, just simple text.

Plain text emails cons

• Less visually engaging: Visual designs in emails do more than just make the email look pretty; they grab your reader's attention. Due to their simplicity, a plain text email is less likely to pull your audience.
• Fewer data analytics: Tracking in plain text emails is limited, so measuring the success of your campaigns may be more difficult. You can miss out on vital insights that could help you target your future emails and optimize your next email marketing campaign.

What type of email is best for your marketing campaign: Plain text or HTML?

While HTML and plain text emails have advantages, HTML is the overall winner in email marketing. 

Whether you want to tell customers about a new sale, announce an upcoming event, or do anything in between, HTML offers the opportunity to have a more significant impact and build brand familiarity. 

Plain text emails could suffice for purely transactional emails, such as a reset password email or an order confirmation. Keep in mind, though, that every communication you send out is an opportunity to expose customers to your brand further. Using HTML to incorporate your branding colors and elements into even the most basic emails can strengthen your customer relationship with your brand. 

It’s important to note that for each risk or disadvantage of HTML emails, there’s a way to minimize it.

For example, you can keep your deliverability high by following deliverability best practices, including your contact information and an unsubscribe link, and authenticating your domain. You can keep load times low by compressing your images.