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 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.