[FAQ]

I’m thinking about our email design strategy for 2025 and I’m debating the merits of sending heavily designed HTML emails versus simple plain text emails.

I see arguments for both sides. HTML emails are more visually appealing and can showcase a brand better, but I’ve heard that plain text emails can feel more personal and might even have better deliverability.

What are the pros and cons of each, and is one format generally considered more effective today?

[Jeff Bullas]

That is a great foundational question. The HTML versus plain text debate is a classic in email marketing.

The short answer is that you do not have to choose. The modern best practice is to always send a “multipart” email that includes both a designed HTML version for visual appeal and a simple plain text version for maximum compatibility and deliverability.

Here is why both parts are crucial. The HTML version is what allows for your branding, images, and trackable links, and it is what most of your subscribers will see. The plain text version, on the other hand, acts as a vital fallback for older email clients or for users who block HTML for security. Including a clean plain text version is also a strong positive signal to spam filters, which improves your overall deliverability.

Most email service providers create this plain text version for you automatically from your HTML design. Your strategic choice then becomes whether your primary HTML design will be visually rich with graphics or styled to look more like a personal, plain text message.

Cheers,

Jeff.

• This reply was modified 3 months, 1 week ago by Neil Anthony.
• This reply was modified 3 months, 1 week ago by Neil Anthony.
• This reply was modified 3 months, 1 week ago by Neil Anthony.

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