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As we plan our email marketing approach for the future, should we prioritize sending visually appealing HTML emails or opt for simple plain text emails?
There are benefits to both options, with HTML emails showcasing brand aesthetics but plain text emails possibly feeling more personal and having better deliverability rates. What are the advantages and disadvantages of each, and is one format generally more effective nowadays?It’s a common dilemma in email marketing – HTML or plain text emails. The key is not to pick one over the other. The current best practice is to send a “multipart” email that includes a designed HTML version for aesthetics and a plain text version for compatibility and deliverability.
Here’s why both versions matter. The HTML email allows for branding, images, and tracking links – visible to most subscribers. Conversely, the plain text version serves as a backup for older email platforms or users blocking HTML content. Including a plain text version also signals positively to spam filters, boosting your deliverability.
Most email platforms automatically generate a plain text version from your HTML design. Your strategic decision lies in whether your primary HTML design will be graphic-rich or styled to resemble a personal text message.
Cheers,
Sean
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