Should I Use HTML or Plain Text for My Bulk Email Campaigns? Choose the Winning Format

Did you know that plain text emails are 17% more likely to reach inboxes, while HTML emails boost click-through rates by 32%? 

So, should you use HTML or plain text for bulk email campaigns? The choice between HTML and plain text for bulk email campaigns is more than a style decision—it can define your campaign’s success. From deliverability to engagement, each format has unique perks and pitfalls.

In this article, we will delve into:

• How to supercharge your emails by picking the perfect format
• Ways to boost your email deliverability with proven format tactics
• Best way to perfect your email performance with data-driven testing

Choose the Best Format for Your Email Campaign: HTML or Plain Text?

Selecting the right format for your bulk email campaigns can make a significant difference in how your audience receives and engages with your message. 

Here’s a clear comparison to help you decide when to use HTML emails versus plain text emails based on your goals, audience, and business type.

HTML vs. Plain Text: Quick Comparison of Key Scenarios

Definitive Recommendations Based on Business Type and Goals

• E-commerce and Retail: Use HTML emails to showcase products with attractive visuals, clickable links, and promotional banners. HTML enhances the shopping experience by providing a clear call-to-action and clickable buttons.
• Service-Based Businesses: Plain text emails often work better here, as they feel more personal and trustworthy. For updates or direct communication, a simple plain text format can help build rapport and maintain authenticity.
• News and Media: For newsletters or informational content, HTML is ideal. Its structured layout supports diverse content, such as news sections, images, and videos, while keeping information organized and visually appealing.
• Startups and Personal Brands: If you’re looking to establish a close connection with your audience, plain text emails can feel more approachable and personal, making them perfect for outreach and personal updates.

Quick Decision Framework: Make Your Choice in 3 Steps

1. Assess Your Resources
   • Do you have design capabilities?
   • What's your technical expertise level?
   • What's your email marketing budget?
2. Evaluate Your Audience
   • Where do they read emails? (Desktop vs. Mobile)
   • What's their technical sophistication?
   • What are their preferences and expectations?
3. Consider Your Content
   • Is visual content crucial for your message?
   • How frequent are your communications?
   • What's the primary purpose of your emails?

By strategically choosing between HTML and plain text formats, you can enhance your email’s impact and better achieve your campaign goals.

Maximize Your Email Deliverability: Master HTML & Plain Text Best Practices

When it comes to email marketing, getting your message to the inbox is essential—but not always guaranteed. The format you choose, whether HTML or plain text, can directly impact how likely your emails are to reach your audience without being flagged as spam. 

Here’s a closer look at how each format influences deliverability and actionable tips for optimizing both.

HTML Emails: Visual Appeal vs. Spam Risks

HTML emails are popular for their engaging design elements—images, buttons, videos, and custom layouts. However, these features can sometimes trigger spam filters if not carefully optimized.

• Potential Spam Triggers: HTML emails are more likely to be flagged as spam if they contain excessive images, large file sizes, or complex code. Additionally, unbalanced image-to-text ratios and excessive links can increase the risk of being filtered out.
• Best Practices for HTML Deliverability:
  • Keep HTML Code Clean and Simple: Avoid unnecessary tags and ensure the HTML is properly structured. Simple, streamlined code is less likely to be flagged by spam filters.
  • Optimize the Image-to-Text Ratio: Aim for a balance between visuals and text to prevent spam triggers. Generally, a 60:40 text-to-image ratio is recommended for most HTML emails.
  • Limit the Use of Links: While clickable CTAs are essential, using too many links can look suspicious to spam filters. Keep links to a minimum and ensure they lead to reputable, safe sites.

Plain Text Emails: Simple, Trusted, and High Deliverability

Plain text emails, with their minimalistic format, are often perceived as more personal and authentic, which can boost deliverability. Without complex formatting or images, plain text emails rarely trigger spam filters, making them a great choice for reaching inboxes consistently.

• Deliverability Advantages: Because they lack complex visuals and coding, plain text emails generally experience fewer spam-related issues. They load quickly, are compatible with all devices, and are viewed as secure by most email clients.
• Best Practices for Plain Text Deliverability:
  • Avoid Excessive Links: Even in plain text, too many links can look suspicious. Limit your links and ensure they are formatted correctly for a clean, user-friendly experience.
  • Use Short Paragraphs and Clear Language: Plain text emails should be scannable and easy to read. By keeping content concise and to the point, you increase the chance of engagement and build trust.
  • Personalize When Possible: Adding personalization, like the recipient’s name, can make your plain text email feel more authentic and engaging, improving reader response and overall deliverability.

Choosing the Right Format for Optimal Inbox Placement

If your goal is to maximize deliverability, consider the following:

• For Highly Visual Campaigns: Use HTML but follow the best practices above to keep the email simple and spam-safe.
• For Direct, Personal Messages: Opt for plain text to maintain a low-risk approach that prioritizes inbox placement.

Pro Tip: Begin with a small test group when implementing new format changes. Monitor deliverability closely and scale up gradually based on success metrics.

By choosing the right format and following these best practices, you can increase your email’s chances of reaching the inbox, effectively engaging your audience without compromising on deliverability.

Maximize Your Campaign Success: A/B Test HTML vs. Plain Text Emails

A/B testing is a powerful tool to determine which email format—HTML or plain text—resonates best with your audience. By testing these formats against each other, you can gain valuable insights into how your subscribers engage with each style and identify the optimal approach for your campaigns. 

Here’s a step-by-step process for conducting effective A/B tests to improve email performance.

Step 1: Define Your Testing Goals

Before you begin, clarify what you want to learn from your A/B test. Typical goals might include:

• Increasing Open Rates: Are you trying to determine which format draws more initial interest?
• Improving Click-Through Rates (CTR): Do you want to see which style leads to more link clicks or conversions?
• Enhancing Overall Engagement: Are you aiming to increase replies or other forms of engagement, like time spent reading the email?

By setting specific goals, you’ll be able to interpret your results more effectively and make informed decisions.

Step 2: Set Up Your A/B Test

Once your goals are clear, create two versions of the email—one in HTML and one in plain text. Make sure both emails have consistent messaging, calls-to-action, and content to ensure that the format is the only variable affecting results.

• Sample Size: Choose a segment of your audience that’s large enough to generate statistically significant results. This will help you draw reliable insights about your audience’s preferences.
• Timing: Send both versions at the same time to avoid discrepancies in results due to timing, which can affect open rates and engagement.

Step 3: Analyze Key Performance Metrics

After sending the A/B test emails, focus on evaluating core metrics to see which format performs better. Consider the following:

• Open Rate: A higher open rate can suggest one format is more appealing at first glance. HTML may perform better with a visually enticing preview, while plain text can appeal for its simplicity.
• Click-Through Rate (CTR): If your goal is to drive traffic, compare CTRs to see which format encourages more clicks.
• Conversion Rate: For sales or signup goals, measure how each format drives conversions. HTML’s visual elements can boost conversions for e-commerce, while plain text can enhance trust and engagement for service-oriented campaigns.

Step 4: Gather User Feedback for Deeper Insights

Sometimes metrics alone aren’t enough. Consider asking your subscribers for feedback. Simple questions like, “Did you find this email format helpful?” or “Which style do you prefer?” can provide qualitative insights and show you what resonates on a personal level.

Step 5: Test a Hybrid (Multipart) Approach if Necessary

If both HTML and plain text emails show unique advantages, consider a multipart (hybrid) email strategy that combines both formats. 

Multipart emails include both HTML and plain text versions, allowing email clients to display the version best suited to the reader’s device and settings, enhancing accessibility and engagement.

Step 6: Use Results to Refine Future Campaigns

After analyzing your A/B test results, apply the insights to refine your overall strategy. Perhaps HTML emails perform best for promotions, while plain text works better for updates. Use data-driven insights to choose the most effective format based on each campaign’s goals.

By following these steps, you’ll be able to optimize your email marketing efforts and ensure each campaign format aligns perfectly with your audience's preferences and behaviors.

Achieve Consistent Results With The Perfect Email Format

Choosing between HTML and plain text for your bulk email campaigns can greatly impact your deliverability, engagement, and overall success. 

HTML emails offer visual appeal and clickable elements, perfect for e-commerce or promotions. In contrast, plain text emails provide simplicity and authenticity, making them ideal for personal updates or service communications. 

Testing each format and analyzing metrics will reveal what resonates best with your audience. By using a strategic approach, you’ll ensure your emails consistently achieve your campaign goals.

Want to create stunning emails? Try Expressa’s embeddable drag-and-drop email builder for bulk campaigns and make an impact!

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