Does plain text deliver better?

Often it's lighter and less likely to trigger filters, and it feels personal. But well-coded HTML with a plain-text alternative also delivers reliably.

Should I always include a plain-text version?

Yes. Sending multipart emails with both versions improves deliverability and ensures clients that block HTML still show readable content.

Can plain text track opens?

No — open tracking relies on an invisible image, which plain text can't include. You can still track clicks via tagged links.

Plain Text vs HTML Email

Emails come in two fundamental formats: plain text and HTML. Plain text is exactly that — no images, no styling, no links styled as buttons. HTML email supports layout, images, branding, and rich formatting. Each has real strengths depending on your goal.

The trade-off is personal feel versus branded polish. Plain text often feels like a real one-to-one message and can dodge some spam filters; HTML enables design, tracking, and calls-to-action but is heavier and can trip filters if built carelessly. Most senders use both via multipart messages.

At a glance

Aspect	Plain Text Email	HTML Email
Formatting	None — raw text	Full layout, images, styles
Feel	Personal, one-to-one	Branded, marketing
Deliverability	Often strong, lightweight	Good if coded cleanly, heavier
Tracking	Limited (link clicks only)	Opens and clicks
Best for	Cold outreach, transactional notes	Newsletters, promotions, campaigns

When to use Plain Text Email

You're sending personal cold outreach that should feel human.
You want the lightest, most deliverable format.
The message is simple and doesn't need design.

When to use HTML Email

You're sending branded newsletters or promotions.
You need layout, imagery, and styled calls-to-action.
You rely on open and click tracking.

Verdict

Match format to intent: plain text for personal, conversational outreach and transactional simplicity; HTML for branded campaigns that need design and tracking. The best practice is to send multipart emails that include both a plain-text and an HTML version, so every client renders something clean and spam filters see a proper text alternative. Keep HTML lean to protect deliverability.

Frequently asked questions

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