Choosing between Plain Text & HTML Email has been always the relatively old debate when talking about email deliverability. It’s been said that a smart email marketer should choose which format best suits the intended audience and purpose to obtain the best email deliverability results.

So, before we dig deeper into this, it is significant to learn the difference between a Plain Text & HTML Email.

Knowing the difference

What is a plain text email?

Plain text email, as the name implies, includes plain, simple text, without any enhancements. It is typically composed of only written text, without any visual graphics.

What is an HTML email?

An HTML Email, as you may already know, stands for HyperText Markup Language which is used to create email templates with formatted text, images, and links. HTML emails have everything plain text emails don’t have such as color, style, images, and sometimes multimedia. It simply provides the reader with a visual experience.

Now that we understand the difference between the 2 email formats, the next thing we need to know is which among the 2 performs better.

Which is better?

Honestly speaking, it is highly recommended to use both plain and HTML email formats. And a combination of plain and graphically designed email format can also be efficient.

For initial email campaigns, Plain Text Email works well as this approach produces a more personal, easy to read and digest, one-on-one message for your users. While HTML email formats can be good for your follow-up campaigns.


Plain text email works great for sales letters and updates. And for those engaging in one-on-one email correspondence, plain text emails are likely more effective.

HTML email format is a great channel for branding and advertising. In HTML email format, you can incorporate all the visual elements of your brand and products.

The best method will always depend on your audience, industry and campaign type. For travel agents as an example, it is best to use emails with images with nice design. On the other hand, for B2B consultancy service company, it may be best to make your emails look personal as possible so it would look as if the email is sent from an individual, rather than from a marketing automation platform.

In general, a combination of both plain and graphically designed or HTML email format will be a good technique.

While research seems to favor plain test emails, setting up an A/B Campaign Test is a good way of learning what format your customers respond better to. A/B Campaign Testing is a simple and very powerful method to implement to discover the better option. To learn more about A/B Campaign, please visit this page https://help.mailclickconvert.com/what-is-ab-campaign/.

If you need anything just reach out to your client success manager. You can also reach out to our support team at any time by submitting a ticket. Here is how: Login to your MCC account > Main Menu > Support > Submit Ticket

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