It’s almost 2025 and that means it’s time to forget flashy designs, animated GIFs, and emails that look like they belong in a magazine. Plain text emails are in!
Wait, what?
It turns out that plain text emails are quietly crushing it. In fact, plain text emails can outperform their fancier HTML counterparts with 10-20% higher deliverability rates.
Why? Because they skip the spam filters, feel personal, and stand out in an inbox full of overly designed noise.
Who knew?
Well, apparently Melanie Balke who made it clear during her DTC Next session. According to Balke, simpler is smarter when it comes to email. Plain text emails get delivered, they get opened, and they get acted on.
So, if you’re still obsessing over perfecting your email design, it might be time to hit pause.
Let’s break down why plain text emails are winning and how you can use this seemingly outdated strategy to dominate the inbox.
Why Plain Text Emails Are the Next ‘It’ Thing
If you’re an email marketer, you’ve without a doubt spent hours perfecting beautifully designed emails. We’re talking editing visuals, testing layouts, making sure every pixel is perfect, etc., etc.
Yet, more often than not, they still struggle to break through the noise.
That’s where plain text emails come in.
They’re not flashy, but they’re ridiculously effective. Why? Because they strip email down to what matters – the message.
Here’s why plain text emails are the hot new thing (again):
They Get Delivered
HTML emails can get caught in spam filters thanks to heavy code, external images, or embedded elements.
Remember that spam filters are essentially gatekeepers and they will flag anything that feels like marketing.
Plain text emails glide into the inbox because they’re clean, simple, and light on code. If your open rates are slipping, deliverability could be the problem, and plain text might be the solution to your email deliverability troubles.
They Feel Personal
Email marketers know the key is to talk to your audience, not at them and plain text emails mimic the emails people send to friends and coworkers every day.
No distractions, no over-the-top graphics. Just straight-up communication.
That personal feel builds trust, improves engagement, and makes it more likely someone will respond or click.
They’re Fast
Between copy, design, testing, revisions, and more, crafting an email can take anywhere from 2 to 5 hours on average.
Plain text emails cut that process in half.
Write the message, test it, and send it. They’re fast to create, fast to tweak, and fast to get results. For marketers managing multiple campaigns, speed and efficiency are non-negotiable.
Stats Back It Up
Let’s talk numbers because data matters. According to Campaign Monitor, emails with fewer visuals see 27% higher click-through rates.
Plus, plain text emails often outperform HTML in deliverability, ensuring your message actually lands in front of your audience. More clicks AND better delivery? Plain text wins.
While plain text emails might feel like a step backward, they’re actually a great strategy for cutting through the noise. For marketers looking to optimize every email they send, plain text might just be the way to go.
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Where Plain Text Emails Beats HTML Emails (and Where They Don’t)
While we are certainly singing the praises of plain text emails here, it’s important to remember that HTML emails are still important and knowing when to use each one is what separates advanced email marketers from the pack.
When Plain Text Wins
- Cold Outreach or Direct Communication: Trying to connect with someone for the first time? Whether it’s a new lead or a B2B prospect, plain text feels more personal and less “salesy,” making it more likely to grab attention.
- Post-Purchase Follow-Ups or Support Emails: A simple “Thanks for your order” or “How’s your experience so far?” in plain text feels authentic. It shows you care, which builds trust and loyalty.
- Flash Sale Reminders or “Just Checking In” Campaigns: Plain text emails work perfectly for quick nudges. A short, clear reminder like “Hey, your 20% off code expires tonight” cuts through the inbox clutter better than a flashy graphic.
When HTML Still Matters
- Product Launches That Need Visuals: If you’re introducing a new product line, visuals are non-negotiable. People want to see what you’re offering, making HTML the obvious choice.
- Highly Branded Emails Like Newsletters: For recurring campaigns like newsletters, where consistency and design reinforce brand identity, HTML helps you deliver a polished and professional experience.
The takeaway here?
Plain: Plain text emails shine when the goal is personal, direct communication.
HTML: HTML comes in strong when visuals are essential for storytelling or showcasing products.
The best idea? Test both formats in your campaigns to see what resonates best with your audience.
How to Make Plain Text Emails That Actually Convert
You’ve nailed down when to use plain text emails instead of HTML emails but how do you make them convert? Ah, the magic question we all wish we had the answer to.
While plain text might be simple, it’s not automatic. It takes strategy to turn a “hey, just checking in” into clicks, replies, and revenue.
Here are five tips on writing plain text emails:
1. Write Like a Human
Can we please forget the corporate jargon and buzzwords? Ugh.
Plain text emails work because they feel personal.
Write as if you’re talking directly to the recipient. Short sentences, conversational tone, and a clear point are key.
Instead of “Our exclusive offer is now available,” say, “Hey [Name], your 20% off is waiting—grab it before it’s gone.”
Structure for Scanners
People get way too many emails to read. They skim.
Keep your email easy to scan by using short paragraphs, line breaks, and even bullet points where necessary. For example:
- What’s the offer?
- Why should they care?
- What’s the next step?
This format respects their time and ensures the key points don’t get lost.
Add a Strong CTA
A plain text email without a clear call-to-action is just a note so be specific and action-oriented.
“Click here” is outdated and uninspiring. Instead, try: “Grab 20% off here before midnight” or “Check out the sale now—it’s ending soon.”
Strong, time-sensitive language motivates readers to act.
Track It Without Clutter
Just because plain text looks simple doesn’t mean you can’t measure success.
Use UTM parameters in your links to track clicks and engagement. This allows you to get detailed insights into performance without needing flashy HTML or tracking pixels.
Tools like Google Analytics or your ESP make this easy.
Leverage the P.S. Line
A plain text email’s best kept secret? The postscript!
Adding a P.S. at the end catches the eye of skimmers and gives you one last chance to drive your message home.
Use it to highlight urgency (“P.S. This deal expires at midnight—don’t miss it!”), reinforce your offer (“P.S. Your 20% off code is WELCOME20”), or add a personal touch (“P.S. Got questions? Just reply to this email—I’d love to help”).
It’s simple, subtle, and surprisingly effective at boosting conversions.
Plain text emails might not have the visual appeal of HTML but when written and structured well, they’re conversion machines.
Ready to Test Plain Text Emails? Here’s Your Next Step
The proof is in the performance. If you’re still on the fence about plain text emails, it’s time to put them to the test.
Run a side-by-side A/B test: One version with your best-designed HTML email and the other as a clean, plain text version with the same message and CTA.
Pay attention to the metrics:
- Open rates: Which email actually lands and gets opened?
- Click-through rates: Which one drives action?
- Deliverability: Is one version consistently ending up in the spam folder?
Chances are, you’ll see that plain text emails aren’t just easier to create, they outperform when it comes to engagement and ROI.
Start with your next campaign. Try plain text and watch how your audience responds. You might just find that less really is more when it comes to email marketing.
Let’s See More of Those Plain Text Emails!
Plain text emails might not win any beauty contests but they’re winning where it matters – in the inbox!
They’re personal, effective, and cut straight to the point, which is exactly what your audience wants.
So, if you’re tired of spending hours perfecting flashy designs that get ignored, maybe it’s time to embrace the simplicity.
Start testing plain text emails in your next campaign and see how they stack up.
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Plain Text Email FAQs
What are plain text emails?
Plain text emails consist of unformatted text without images, links, or HTML, ensuring compatibility with all email clients and devices.
How do plain text emails differ from HTML emails?
Plain text emails only include simple text, while HTML emails feature formatting, images, and multimedia elements. Plain text emails are cleaner and more universally supported, whereas HTML emails are visually engaging but prone to deliverability issues.
What are the benefits of plain text emails?
Benefits include higher deliverability rates, improved engagement due to their personal feel, faster loading times, and universal compatibility across devices and email clients.
Do plain text emails perform better than HTML emails?
Plain text emails often outperform HTML emails in key metrics like deliverability and click-through rates. Their simplicity avoids spam filters, and their authenticity boosts engagement.
What are the best use cases for plain text emails?
Plain text emails are ideal for cold outreach, transactional messages (e.g., order confirmations), follow-ups, and campaigns where a personal, one-on-one feel is important.
How can I personalize plain text emails?
You can personalize plain text emails by including the recipient’s name, referencing past purchases or interactions, and tailoring the content to match their preferences or behaviors.
What are some best practices for writing plain text emails?
Keep the message clear and concise. Use short paragraphs and line breaks for readability. Include one clear call-to-action. Avoid overloading the email with links. Test your email to ensure it displays well across devices.
Do plain text emails increase deliverability?
Yes, plain text emails are less likely to be flagged as spam because they lack heavy code, images, or links that often trigger spam filters.
Can plain text emails track engagement?
Yes, engagement can be tracked by using unique, trackable links or by monitoring responses to email campaigns through your email service provider.
How do plain text emails impact click-through rates?
Plain text emails often improve click-through rates by focusing attention on the message and call-to-action without the distractions of images or flashy designs.
What tools can I use to create plain text emails?
Most email marketing platforms like Mailchimp, Klaviyo, and HubSpot offer options to create and send plain text emails. These tools also provide analytics to track performance.
Are plain text emails better for mobile users?
Yes, plain text emails are highly mobile-friendly because they load quickly and adapt seamlessly to various screen sizes without layout issues.
How can I test the effectiveness of plain text emails?
Run A/B tests by sending plain text emails to one segment of your audience and HTML emails to another. Compare metrics like open rates, click-through rates, and conversions.
What are common mistakes to avoid in plain text emails?
Overloading the email with too many links. Writing long, dense paragraphs without breaks. Skipping a clear call-to-action. Ignoring testing across devices.
Can plain text emails include links?
Yes, but they should be minimal and clear. Include one or two links that are easy to understand, such as “Visit us at [yourdomain.com].”
How do plain text emails build trust?
Plain text emails feel more authentic and personal, resembling a message from a friend rather than a brand, which helps establish trust with recipients.
Can I automate plain text email campaigns?
Yes, plain text emails can be automated using tools like Klaviyo, Mailchimp, or ActiveCampaign to deliver personalized, time-based sequences.
How do plain text emails perform in B2B marketing?
In B2B marketing, plain text emails excel in outreach, follow-ups, and transactional communication, often yielding higher response rates due to their straightforward tone.
Are plain text emails compliant with email regulations?
Yes, plain text emails comply with regulations like GDPR and CAN-SPAM as long as they include required elements like an opt-out link and sender information.
Do plain text emails work for ecommerce?
Yes, plain text emails work well for ecommerce in situations like cart abandonment reminders, order confirmations, and personalized follow-ups to increase trust and engagement.
How can I make plain text emails visually appealing?
Although they lack images, you can enhance readability by using bullet points, short paragraphs, and line spacing to structure content effectively.
Do plain text emails work for newsletters?
Yes, plain text emails can be effective for newsletters, especially when the goal is to share valuable content or updates in a more conversational tone.
How can plain text emails support drip campaigns?
Plain text emails are ideal for drip campaigns as they deliver concise, personalized messages that feel less like marketing and more like genuine communication.
What industries benefit most from plain text emails?
Industries like B2B, SaaS, ecommerce, and consulting benefit from plain text emails for their ability to foster personal connections and drive action.
How can I improve subject lines for plain text emails?
Keep subject lines short, clear, and action-oriented. Use personalization and urgency to grab attention, like “Your free trial ends today” or “Quick update, [Name].”
