Plain text emails are used for email campaigns that contain text without any images or HTML coding. These campaigns are the most basic types and do not require any knowledge of coding or HTML. 

Plain text email vs HTML email

To many people, it may seem obvious that plain text emails are a thing of the past because they lack design and look old-fashioned. Marketers, however, consider it a debatable subject. 

This video, produced by Simplify Leads, compares plain-text emails with HTML emails, describing the advantages and disadvantages of both formats.

Pros of Using Plain Text Emails

  • Spam filters from specific email clients, like Outlook and Gmail, require the plain text versions of HTML emails.
  • Some email clients do not support HTML versions, which means that your HTML letters risk getting into spam folders. 
  • Some people prefer plain text emails to HTML.
  • Plain text emails are getting better open rates than HTML versions.

Cons of Using Plain Text Emails

  • The simple text does not look as attractive as images.
  • The simple text does not have the option to create a design hierarchy. With the help of the design hierarchy, the reader catches the essential information of the email at first glance. For this reason, readers often get lost in the multiple lines of plain text. 

By analyzing the peculiarities of the industry and the purpose of the email, you can decide whether plain text emails are relevant for you. 


  1. The article "Plain Text vs. HTML Emails: Which Is Better? [New Data]" on the HubSpot blog compares these two email formats.
  2. The article "Best Practices for Plain-Text Emails + A Look at Why They’re Important" on Litmus blog explains why plain-text email format is worth using and provides valuable tips to follow.
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