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HTML vs Plain text Emails: Which is Best?

If you want the best email deliverability results, an email marketer should choose which format will best suit the intended purpose and Audience. HTML vs Plain Text Emails which is better? This debate has been ongoing in the online marketing world for years now.

In this article, we’ll provide an overview of HTML and plain text emails. We’ll also explore the key differences and benefits of each when it comes to deliverability, user experience, visual display, and brand consistency.

HTML vs Plain text emails: an overview

You may be an experienced digital marketer and yet not be fully versed in the technical base of the email. For this reason, we’ll quickly go over the main differences between HTML vs. plain text emails here. Understanding how back-ends tech works can help in choosing which technology would work better for various marketing initiatives.

Plain Text emails

“Plain text” as a word suggests and is just how it sounds– plain, simple text, without any enhancements. It is text without additional fonts, designs or colors added. With plain text emails, you won’t see additional graphics or embedded multimedia. Even links aren’t embedded in a plain text email.

In the early days of the internet, before web browsers what they are today, email was king. In those early days, all emails were plain text emails.

HTML emails

HTML as we already know stands for Hypertext Markup Language. It’s a way to code a document that lets an HTML reader know how to render certain types of information.

HTML emails have everything plain text emails don’t have: color, style, images, and multimedia. Both HTML emails and Webpages have a similarity. However, it sent’s in people inbox.

Pros and Cons of each Email Type

Now that we have understood each type of emails, let’s take a look at the pros and cons.

Plain text email pros

  • All email clients display plain text emails the same, ensuring consistent delivery.
  • The message appears to be more personal, and not automated.
  • Similarly, some devices like the apple watch handle plain text better than HTML.

Plain text email cons

  • Decreased ability to track email sent.
  • No use of colors, graphics, or formatting. Emails may lake visual appeal.
  • Harder to make a call to actions stand out.

HTML email pros

  • Best tracking ability
  • Colors, graphics, and formatting can be used, adding visual appeal and highlighting products.
  • Call to actions can be made more prominent with buttons, fancy formatting, and more.

HTML email cons

  • Devices like Apple Watch aren’t able to handle HTML well resulting in a jumble of code.
  • Images and graphics, however, be blocked default by some email clients.
  • Emails will place in spam and promotional folders. In addition, with too many HTML elements.

Key differences and benefits of HTML vs plain text emails

While HTML email still has issues, but most notably with compatibility, it still wins in the end. Plain text is often reliable in terms of email deliverability. Still, when it comes to overall user experience, visual display, and brand consistency, HTML stands out.

Here are a few other things to consider:

1. Better Analytics? The winner is an HTML email

HTML emails are better in contrast to plain text when it comes to tracking and analytics. Therefore, you can’t technically track an open rate with a plain text email, because you need an embedded HTML snippet to do it.

2. Accessibility Concerns? The winner is Plain text email

Accessibility is a term that refers to how accessible technology is to people with different abilities. Will your email be accessed by a blind person using a screen reader? For this type of application, plain text works better.

3. Spam concerns? It’s a tie

HTML email may be slightly more likely to end up in a spam box but Similarly, the case is with plain text emails too. Especially when you’re sending them too frequently using a lot of spam languages. In conclusion, reputable ESP lowered its chance for emails filtered into spam.

8 Types of Emails you must use for your Business

How often do you send emails to your users, clients, or customers? But do you know what they want or need? And how do you know what types of emails people want? If you use content to generate new leads, want to sell the solution and teach your customers some new best practices. What’s the most effective way to do this?

Of course Email Marketing! Emails are a marketer’s best friend. According to a recent ExactTarget study we have found that 75% would prefer to receive permission-based promotion email, and 93% of online consumers have provided companies with permission to send an informative email. 

If you have the right email then it can re-engage subscribers, drive traffic, and increase revenue. Here is a list of some types of emails you can to your customers.

What are the different Types of Emails?

Welcome Email

  • Welcome emails are introductory messages outlining your company. So they’re sent to new subscribers.
  • It generates 4x more opens and 5x more clicks in contrast to regular email marketing campaigns.
  • Welcome emails are introductory messages outlining your company. So they sent it to new subscribers.
  • It generates 4x more opens and 5x more clicks in contrast to regular email marketing campaigns.
  • They have a 91.43% open rate
  • 79% of welcome emails are double opt-in.
  • They have a 26.9% click-through rate. (Campaign Monitor)
  • On average it generates up to 320% more revenue per email than other promotional emails.  (Invesp)

Email Newsletter

  • Email Newsletter is used to inform your audience of the latest news, tips or updates about your company or industry.
  • Used by 83% of B2B marketers for content marketing.(Content Marketing Institute)
  • Opened Newsletters receive 2x the ads on the corresponding websites.

New Product Announcement

  • Announcing a new product that might be of interest to specific customers.
  • 63% of the customer like it when the manufacturer offers a new product.
  • The average order value of an email is 3x higher than that of Social Media. (McKinsey)
  • Emails have the highest conversion rate of 66% when compared to social and direct mail for purchases made through marketing messages.

Promotional Email

  • The primary function of a promotional email is to inform about your product or services to potential customers.
  • 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media.
  • Including a CTA button can increase conversion rates by up to 28%.
  • A message is 5x more likely to be seen in email than on Facebook.

Testimonial Email

  • Testimonial emails provide customer testimony for why a company’s product or services are valuable.
  • The majority of B2B marketers considered testimonials as the most effective content marketing tactic.
  • The highest effectiveness rating for content marketing at 89% is through customer testimonials.
  • One study found that customer spends 31% more with businesses that have good client testimonials.
  • Product-specific review content drives search traffic and keyword rankings. 

Re-engagement Email

  • Re-engagement emails are used to appeal cold subscribers and encourage them to re-engage with a brand.
  • An average email decays by 25% every year.
  • 45% recipient who received re-engagement emails read subsequent emails.
  • Acquire new customers costs 6-7x more than to retain one. (Zylotech)

Abandoned Cart Email

  • Abandoned cart emails are sent to shoppers who leave a website without doing any transaction.
  • Over 75% of shoppers leave a site without completing their purchase.
  • 25% of shoppers abandoned the cart because the total item cost is too much.
  • More than 40% of cart abandoned email opens daily.
  • 50% of recipients who engaged with transactional emails completed their purchase.

* Pro-tip: Consider offering a discount on your abandoned cart emails.

Transactional Email

  • Transactional emails provide confirmation or updates on purchases and downloads.
  • It is considered to be most important by email recipients.
  • It can boost revenue by 33%. (Smart Insights)
  • Subscribers spend more than 14.8 seconds in contrast to transactional emails – 185% more than the average email. (Email Monks)
  • These emails get 4-8x more opens and click. (Avari)

Every type of email is different, but however you know various types of marketing emails with statistics to help you with. As long as you send emails that do the same (and you aren’t emailing people 4 times a day on the regular), your customer will love getting these 8 types of emails from you.

6 ways to Build Email List to get new Subscribers

Email Marketing is highly impactful, low-cost way of delivering your marketing messages to current customer and prospects. It helps you to build a relationship with your customers. For running a successful email marketing campaign, you just need to have a great email list. However, if you don’t have a list then this article is for you. Here we will be discussing ways to build an email list to get new Subscribers.

Email Marketing only works if you have a list of people to email. If your email list is short, scant on information, full of errors and that poor-quality data can be worse besides, having no data at all. Without having a good email list, all your digital marketing efforts similarly look to that of wheel spinning.

To be on the winning side of those statistics, you’ll need to get qualified email addresses on your mailing list. Here are a few ways to build your email list.

1. Placement of you Sign up CTA’s

Your Email sign up calls to action (CTA) is the last thing subscribers will see before they bite the bullet and click Sign up. If you don’t have an email sign up form on your website, you need one. If you have one, you need more. To get rid of any friction of getting subscriber, Therefore it is best to use a form field where a user enters their email and that’s it. You can create a form by yourself if you know CSS, but most website builders like WordPress and Squarespace will have the features or plugins that do the work for you. It will give you loads of options for how, where, and when to display sign up filed.


There are plenty of reasons why CTA’s don’t work due to the messaging, the coloring, the placement — the list goes on. If email sign-ups are your top business priority, put your email CTAs in the most prominent areas of the screen:

  • Front and center on your home page
  • In the top menu bar, in the upper-right corner

2. Test your Designs and Copy

So you need multiple CTAs and you need them in multiple places on your site. But also design plays an important role like it’s style, color, font, and button type. CTA totally depends upon the tone of your website and the audience you are trying to reach. Rather than doing guessing, it’s better to conduct user tests and find out for sure.

For CTA designs, A/B tests (or “split test”) works best. An A/B test compares the performance of two variables against different sample sets. For example, an A/B test might show you one version of your CTA with a blue CTA to your half visitors and one version with green CTA to other half visitors, all other factors being the same. Then you can see which converts better.

3. Reassure your Subscriber that you Won’t spam their Email

We bet that you don’t sign up on every email newsletter CTA you come across. You don’t want your inbox full of spam or daily offers on the same product and neither do your visitors. Your CTA microcopy should tell people what exclusive subscribers will receive, but it can be equally as effective to calm your visitors with sign up fears.

The trick to having good microcopy is to keep it micro: it should have clearly stated points. Here are some few examples:

  • “We won’t share your email.”
  • “We only send newsletters once a week.”
  • “Unsubscribe anytime.”

Those few words can make people feel better about signing up. And if you think it’s too obvious to mention, it’s not. The reason it works is that most of us have messed up by giving our email addresses to the wrong people before.

4. Create a Sign-Up Landing Page

The email sign-up CTA is isolated on your main website pages in-between sections without much space for copy or explanation. They get eyeballs but people might also scroll right past them. If you have an entire page dedicated to your email sign up you have the breathing room to add all the content you want without congesting the screen. It’s a great way to shine a light how? your email is so valuable.

The anatomy of a good landing page for emails is fairly basic because you want to keep it simple. Best practices include:

  • Placing the form field CTA front and center
  • Including all the reasons to sign up, such as exclusives or giveaways
  • Extra encouragement, like testimonials or examples of what they’ll get in a newsletter, that you don’t have room for on your main pages

Don’t use a landing page as an excuse not to incorporate CTA’s into your main pages. They serve a totally different aim.

5. Offer Exclusive and Giveaways

You already know how to create an effective email newsletter, but what are you supposed to use it for? Leverage is a good start.

You’ll see an increase in email subscribers if you include exclusive features in your newsletters and other emails. More often this would mean discounts and any special deals, like coupon code or a “member-only” link.

So if you want more email subscribers, offer them something in return for their email address. Give them incentive exclusive deals that they will get visiting your website. And be sure to publicize these email exclusives wherever they’re most visible. Let the world know that not only does this “exclusive” club exist, but also that anyone can join.

The more valuable your content, the more email addresses you’ll get. If you’re deeply established in your niche, you can use that to your advantage by discussing topics your target audience is interested in and can’t find info elsewhere, or answering their most common question how-to guides.

6. Break out the Pen and Paper

If you have a local presence, take advantage of that. Go to frequently trafficked locations or events and let the people know who you are and why they should sign up for your newsletter. As long as you have the right incentive–a free sample, a future discount– it’s not too much to ask for an email exchange.

If you get people to sign up, you have the added bonus of them connecting your newsletter to you, the business owner, which gives it a more personal touch. As long as you’re not a jerk.

Even your is completely virtual, you can still partner with local businesses. Find businesses that are relevant to your audience– they’ll be more likely to want to be your partner and leave sign-up sheets there. In return, you can offer to shout them out in the footer of your website.-

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