HTML vs Plain Text Email: Which Should You Send?
Emails come in two basic formats: designed HTML emails with images and buttons, and simple plain text. Neither is always better. The right choice depends on your goal.
HTML email
HTML emails can include your logo, colors, images, columns and buttons. They suit newsletters, promotions and anything where design and a clear call to action matter.
Plain text email
Plain text emails have no design, just words. They feel personal, load instantly and work everywhere. They suit personal-style messages, short updates and replies.
Which should you choose?
- Newsletter or sale: HTML, so the layout and buttons help readers act.
- A personal note, an invitation or a quick update: plain text can feel more human.
- Transactional messages like receipts: clean HTML or simple text, kept clear and short.
Send both in one email
Most platforms send a plain-text version alongside the HTML version (a multipart email). Readers whose apps cannot show HTML, or who prefer plain text, see the simple version. It is also good for accessibility.
Keep your HTML light
- Use real text for important content, not images of text.
- Add alt text to every image.
- Keep the HTML lean so it loads fast and avoids being clipped.
Build yours
Create a clean HTML email in the newsletter builder or start from a free template. Then add a plain-text version in your email platform.