Businesses relied on plain text emails to communicate with clients before HTML based emails arrived. Nowadays, you can send emails with brilliant graphics content, links to different web pages and even simple online survey emails.


On the other hand, it is important to know the difference between HTML and plain text email campaign and how they can affect your delivery and engagement of your campaign.




Define HTML emails

HTML (Hypertext Markup Language) is a text-based approach to describing how content contained within an HTML file is structured. This markup tells a web browser how to display the text, images and other forms of multimedia on a webpage.


The HTML email message can carry your branding and look like your own website.

You can include pictures and design it in a way that will leave your clients stunned. You can even customize the templates to incorporate your company logo, contact details, and links.


Example of HTML email




HTML email pros


HTML email icons

  • Some email clients and devices don’t handle HTML
  • Images/graphic maybe be blocked in some email clients
  • Many HTML elements can be linked to spam email or promotion folders


HTML email is a very powerful and effective marketing tool. You can leverage it to build strong relationships with clients, increase sales and boost traffic to your website.

100% use customers, HTML renders almost all devices and support ream to create a beautiful HTML.




Define Plain text email

Plain Text is regular text, with no formatting options such as bold, italics, underlines, or special layout options. This represents only characters of readable material but not its graphical representation nor other objects (floating-point numbers, images, etc.). It may also include a limited number of characters that control simple arrangement of text, such as spaces, line breaks, or tabulation characters.


Example of Plain text email


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Plain text email pros

  • All emails display well in plain text.
  • The message appears more personal
  • Some device like apple watch can handle plain text


Plain text email cons

  • Decrease ability to track email sent
  • Emails lack visual appeal, no color or graphic
  • Hard to make a call to action and standout




wrap up...

HTML email can carry your branding, attract attention, increase conversion, increase customer engagement. Suitable for promotion and newsletter

Plain text email can be displayed in all types of tools and every email client. Give a feeling like a personal email. Can be used as a transaction email

The ratio between images and characters in email content may adjust email that you send in the primary folder or promotion folder and may be one of the reasons that are seen as spam

So when you know the advantages of HTML and Plain text emails. You can create emails that are suitable for customers, brands, situations and messages that you want to communicate.


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