Not all emails are created equal. Some are straightforward and text-only, while others are designed to stand out with images, colors, and clickable buttons. This difference comes down to format, specifically, HTML vs plain text email.
HTML emails add design, branding, and tracking capabilities, making them ideal for marketing campaigns. Plain text emails, on the other hand, are simple and clean, often leading to better deliverability and a more personal feel. In this post, you'll get a clear breakdown of each format and learn when to use HTML vs plain text for the best results, no guesswork needed.
Before you press send on your next message, it helps to know what separates an HTML email from a plain text one. Each format shapes how your message looks, feels, and lands in your reader’s inbox.
What Is an HTML Email?
An HTML email is like a mini web page embedded in your inbox. It uses HTML and CSS to create a visually rich experience, allowing marketers to design emails that are both branded and interactive.
Because of their flexibility, HTML emails are widely used for marketing campaigns, newsletters, event promotions, and product announcements. They give marketers creative control to guide the reader's attention and drive specific actions through design and formatting.
Benefits of HTML Emails:
Branding and Design
Reinforce your brand with logos, colors, fonts, and layouts that match your website.
Creates a polished, professional appearance that stands out in a crowded inbox.
Engagement Features
Use banners, images, GIFs, and CTA buttons to grab attention and guide clicks.
Breaks up long text blocks and improves readability.
Tracking and Analytics
Supports tracking pixels and link tagging for monitoring opens, clicks, and conversions.
Helps measure success and refine future campaigns.
Personalization and Dynamic Content
Use dynamic fields or content blocks tailored to user behavior or location.
Increases relevance and boosts response rates.
Flexible Layouts
Structure content with headings, columns, and sections.
Ideal for multi-topic newsletters or promotional emails.
Drawbacks of HTML Emails:
Deliverability Challenges
HTML code and images may trigger spam filters or land in the "Promotions" tab.
Poorly coded emails increase the risk of deliverability issues.
Rendering Issues
Emails may appear differently across email clients (e.g., Gmail vs. Outlook).
Requires extra testing to ensure consistent formatting.
Load Speed
Image-heavy designs can slow load times, especially on mobile or weak connections.
Risk of users abandoning before reading.
Complexity and Time
Building effective HTML emails takes more time, tools, and expertise.
Testing and troubleshooting are required to ensure compatibility across platforms.
What Is a Plain Text Email?
A plain text email contains only unformatted text. Every line is made up of standard characters, and the message appears the same across all email clients, browsers, and devices. You can still include links, but they’ll be shown as full URLs that users must copy or click manually.
Plain text is ideal for straightforward communication, such as personal outreach, transactional emails, appointment confirmations, or one-to-one sales follow-ups. It’s valued for its clarity, consistency, and simplicity.
Benefits of Plain Text Emails:
High Deliverability
Less likely to be flagged by spam filters due to a lack of complex code or images.
More trusted by email servers, often landing directly in the inbox.
Accessibility and Compatibility
Universally readable across all devices and platforms, old or new.
Works well with screen readers and assistive technology.
Faster Load Times
Opens instantly, even on slow connections or mobile data.
Eliminates delays caused by large images or complex formatting.
Personal Feel
Feels more like a direct, one-to-one message rather than a mass marketing email.
Helps build trust in sales or customer service contexts.
Full Link Transparency
Recipients can see the exact URLs being shared.
Builds trust in industries with strong security or compliance concerns.
Drawbacks of Plain Text Emails:
Lack of Branding and Visuals
No ability to include logos, colors, or fonts that reinforce your brand.
Every message looks the same regardless of who sends it.
No Design Structure
Cannot use headings, bold text, or layout formatting.
Long blocks of text can feel dense and harder to skim.
Limited CTAs
No buttons or visual cues to guide users to take action.
Rely entirely on copy to drive engagement.
No Visual Engagement
Cannot showcase products, promotions, or campaigns visually.
It may be less compelling for marketing-focused messages.
Minimal Tracking Capabilities
Lacks support for tracking pixels or open rates.
Requires workarounds (like unique URLs) to track user activity.
To help you compare, here’s a quick breakdown of how HTML vs plain text email features stack up:
|
Feature |
HTML Email |
Plain Text Email |
|
Visuals and Design |
Supports images, colors, custom fonts, and layouts |
No images or visual styling, text only |
|
Links |
Clickable links and buttons can be embedded |
URLs are plain and must be copied or manually clicked |
|
Branding and Formatting |
Full creative control over branding, structure, and style |
One uniform style; no advanced formatting |
|
Tracking Capabilities |
Supports tracking opens, clicks, and other metrics |
Limited or no reliable tracking |
|
Accessibility |
Can be less accessible if not coded carefully; some screen readers may struggle |
Highly accessible on all devices and assistive tech |
|
Spam and Deliverability |
More likely to trigger spam filters if overloaded with images or code |
Better inbox placement and trusted by spam filters |
|
Interactivity |
Allows for some interactive elements, like forms or carousels (where supported) |
No support for interaction or multimedia |
|
Speed and Compatibility |
May load slower, especially with images; can look different across email clients |
Always fast and consistent, no matter the platform |
The format you choose, HTML or plain text, depends on your message, audience, and goal. Use the following breakdown to decide what fits best.
HTML is your go-to when you want strong branding, clickable calls to action, and engagement tracking. Ideal use cases include:
Newsletters
Regular updates that include stories, links, and images benefit from design elements that improve structure and readability.
Promotions and Campaigns
Sales, launches, and limited-time offers come to life with visuals, bold headlines, and clickable buttons.
Welcome Series
Automated emails for new subscribers are more effective when they’re branded, easy to scan, and include multiple CTAs.
Event Invitations
Visual layouts and RSVP buttons help drive responses for webinars, conferences, and local events.
Product Announcements
Photos, feature highlights, and clickable product links are best delivered through a designed email.
Surveys and Interactive Content
HTML supports embedded forms, surveys, and other interactive elements that plain text can’t handle.
Whenever design, engagement, or tracking is important, HTML gives you the tools to deliver a more dynamic experience.
Plain text works best when clarity and reliability are your top priorities. It’s especially effective in these scenarios:
Transactional Emails
Messages like order confirmations or password resets should be fast, clear, and inbox-friendly.
Personal Outreach
For sales follow-ups, client check-ins, or any message that should feel personal, plain text feels more authentic.
Accessibility and Compatibility
Plain text renders consistently on all devices and works well with screen readers and assistive tech.
Deliverability Concerns
If HTML emails are hitting spam folders, switching to plain text can improve inbox placement.
Trust and Transparency
Plain text shows full URLs, giving recipients more confidence in where links lead, especially in sensitive industries.
Low Bandwidth Audiences
For international contacts or users with slower internet, plain text ensures your message loads quickly.
You don’t need to choose between HTML and plain text. The best approach is to use them together in a way that improves deliverability, supports accessibility, and drives stronger results.
Most email platforms allow you to send both HTML and plain text using MIME multipart. This setup ensures your message can be read no matter the device or email client. It also improves deliverability, supports screen readers, respects user preferences, and helps you stay compliant with data privacy and accessibility laws.
To get the best performance from your emails:
Test different subject lines, layouts, and calls to action
Preview emails across devices to catch formatting issues
Track opens and clicks using UTM codes and analytics tools
Monitor deliverability and clean your list regularly to protect sender reputation
Review open and click rates, then make small, data-driven improvements over time
HTML gives you more data, while plain text often lands in the inbox more reliably. Testing both helps you strike the right balance.
Keep your emails clear, inclusive, and legally sound by following a few key guidelines:
Use clean HTML with proper headings and readable fonts
Add alt text for images and don’t rely on visuals alone
Write clear, descriptive links instead of vague CTAs
Include a physical address and an easy-to-find unsubscribe link
Ensure your emails follow laws like CAN-SPAM, GDPR, and CASL
By combining both formats and following these best practices, your emails will be more readable, more effective, and more likely to reach the right inboxes.
At Inbound 281, we know there’s no one-size-fits-all solution when it comes to email marketing. HTML emails give you the power to showcase your brand and track performance. Plain text offers simplicity, speed, and authenticity. Both have value, and the right format depends on your campaign.
Need help building smarter email campaigns? Inbound 281 specializes in email strategy, content, design, and HubSpot automation. Let’s create campaigns that reach the inbox and get results. Contact our team today to get started.