{"id":19652,"date":"2020-09-02T21:29:19","date_gmt":"2020-09-02T21:29:19","guid":{"rendered":"https:\/\/www.litmus.com\/?p=19652"},"modified":"2023-03-13T13:07:27","modified_gmt":"2023-03-13T17:07:27","slug":"html-vs-plain-text-emails-the-email-community-says","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/html-vs-plain-text-emails-the-email-community-says","title":{"rendered":"HTML vs. Plain Text Emails: The Email Community Says&#8230;"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_5f4a783ac32ac\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>An age-old debate was recently sparked here at Litmus: Do plain text style emails or HTML emails perform better? But first, let\u2019s clarify what we mean when we say HTML and plain text for the purposes of this blog post.<\/p>\n<ul>\n<li><strong>HTML emails<\/strong> are designed with visual elements and a clear marketing or promotional feel. These typically show up in your inbox from a brand name.<\/li>\n<li><strong>Plain text emails<\/strong> include emails that are literally plain text only as well as HTML emails that mimic the plain text style with maybe a logo or headshot added. They usually say they\u2019re from a person.<\/li>\n<\/ul>\n<p>While we know the answer to every email debate is almost always, \u201cIt depends,\u201d we wanted to stoke the fire and dig a little deeper. If you <em>had<\/em> to pick one based on your experience, which would it be? So we turned to the expertise of the email community on Twitter and LinkedIn.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">\u2753Calling all <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/EmailGeeks?src=hash&amp;ref_src=twsrc%5Etfw\">#EmailGeeks<\/a>! Which do you think performs better: HTML\/designed or plain-text &#8220;personal letter&#8221; emails? \ud83e\udd14 And why?<\/p>\n<p>\u2014 Litmus (@litmusapp) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/litmusapp\/status\/1296482093732593667?ref_src=twsrc%5Etfw\">August 20, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>There were 68.3% of Twitter votes for HTML emails and 31.7% for plain text. Okay, what about LinkedIn?<\/p>\n<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/litmus-com_emailgeeks-activity-6702248621666009089-YSpa\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-19653 size-full alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/08\/litmus-linkedin-plain-text-vs-html.png\" alt=\"Litmus poll results on LinkedIn with 85% voting that HTML\/designed emails perform better and 15% voting for plain text &quot;personal&quot;\" width=\"556\" height=\"409\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/08\/litmus-linkedin-plain-text-vs-html.png 556w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/08\/litmus-linkedin-plain-text-vs-html-300x221.png 300w\" sizes=\"(max-width: 556px) 100vw, 556px\" \/><\/a>\n<p>Wow, LinkedIn had an even higher majority voting for HTML emails at 85% versus 15% for plain text.<\/p>\n<p>So it seems most of the email community think HTML emails tend to perform better than plain text ones. Now don\u2019t go pouring all your money into HTML emails! We\u2019re going to circle back to our favorite \u201cIt depends\u201d answer because\u2014you guessed it\u2014there\u2019s a place for each type in your email marketing program. And many of you agree.<\/p>\n<img decoding=\"async\" class=\"alignleft wp-image-19790\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/twitter-user-thirdmanuk-150x150.jpg\" alt=\"\" width=\"100\" height=\"100\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/twitter-user-thirdmanuk-150x150.jpg 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/twitter-user-thirdmanuk-300x300.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/twitter-user-thirdmanuk.jpg 360w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><em>\u201cDepends on the purpose of the email &amp; what point the recipient is in the purchasing journey.\u201d<br \/>\n<\/em>&#8211; <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/thirdmanuk\/status\/1296483757508169729\">@thirdmanuk<\/a>\n<h3>Why HTML emails are better<\/h3>\n<p>HTML emails are very visual and attention-grabbing, so it\u2019s no wonder most email marketers are drawn to it. How else can you show off your products and services?<\/p>\n<img decoding=\"async\" class=\"alignleft wp-image-19791\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-shina-h-150x150.jpeg\" alt=\"Shina H.\" width=\"100\" height=\"100\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-shina-h-150x150.jpeg 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-shina-h.jpeg 168w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><em>\u201cUsing colors and graphics capture attention, can engage the recipient or produce an emotional connection with the reader that often leaves a lasting impression of the brand. Graphics also help deliver the message when a consumer does not want to read.\u201d<br \/>\n<\/em>&#8211; <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:ugcPost:6702248620575477760?commentUrn=urn%3Ali%3Acomment%3A%28ugcPost%3A6702248620575477760%2C6702278414042247168%29\">Shina H.<\/a>\n<p>People are visual by nature. The human brain can <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">process images 60,000 times faster than text<\/a>. And with subscribers\u2019 short <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-attention-spans-increasing-infographic\/\">email attention span<\/a>, you need to make sure they understand what your email\u2019s all about in just a few seconds. Designed emails let you:<\/p>\n<ul>\n<li><strong>Visually sell your product or service.<\/strong> For example, pictures of a new clothing line or animated GIFs of how to use a piece of software do wonders to get subscribers to take action. You can engage your subscribers with interactive elements like <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-build-an-interactive-quiz-in-an-email\/\">quizzes<\/a> and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-interactive-forms-in-email\/\">forms<\/a> and take advantage of <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-use-live-content-to-create-contextual-relevant-email-campaigns\/\">real-time dynamic content<\/a> like countdown timers and store locations. All the things that enrich your subscribers\u2019 email experience and give them the kind of information they couldn\u2019t get from text alone.<\/li>\n<li><strong>Reinforce your brand and increase familiarity.<\/strong> It\u2019s easy for subscribers to see who you are at a glance and to continue to recognize your brand. It takes <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.pammarketingnut.com\/2014\/05\/personal-branding-strategy-social-media-marketing-white-paper\/\">5-7 brand impressions<\/a> to be remembered, which in turn can <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.forbes.com\/sites\/gabrielshaoolian\/2018\/08\/10\/10-marketing-web-design-branding-statistics-to-help-you-prioritize-business-growth-initiatives\/\">increase revenue by up to 23%<\/a> when presented consistently. This also builds trust and credibility, which is especially important for emails with important or sensitive info.<\/li>\n<\/ul>\n<p>All this being said, HTML email isn\u2019t without its faults.<\/p>\n<img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-19801\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-liz-sojo-150x150.jpg\" alt=\"Liz Sojo\" width=\"100\" height=\"100\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-liz-sojo-150x150.jpg 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-liz-sojo-300x300.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-liz-sojo-1024x1024.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-liz-sojo-768x768.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-liz-sojo-1536x1536.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-liz-sojo-545x545.jpg 545w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-liz-sojo.jpg 1600w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/> <em>\u201cI think plain text is the future. Many people have grown tired of overloaded HTML designs.\u201d<br \/>\n<\/em>&#8211; <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:ugcPost:6702248620575477760?commentUrn=urn%3Ali%3Acomment%3A%28ugcPost%3A6702248620575477760%2C6702308514733293569%29\">Liz Sojo<\/a>\n<p>&nbsp;<\/p>\n<p>If you don\u2019t do it right, HTML emails can be troublesome. Load times can be long, and impatient subscribers might just click away or delete before actually seeing your email. If file sizes are too big, inbox providers like Gmail will clip your email.<\/p>\n<p>And because there are no universal email development standards, you\u2019re at the mercy of how each email client and device renders and displays your email (and they all do it differently). This means you\u2019re more likely to have <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/nofailmail-how-testing-helps-you-avoid-the-5-biggest-email-fails\/\">broken emails<\/a>, making them harder to troubleshoot and fix. Worse, subscribers may view broken emails as spam and mark it accordingly, hurting your chances of getting into the inbox at all.<\/p>\n<p>Fortunately, there are easy ways to avoid these pitfalls if you use a tool like Litmus to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/whats-new-in-litmus-july-2020\/\">build pixel-perfect emails without code<\/a> and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\/\">preview emails across multiple email clients<\/a>.<\/p>\n<h3>Why plain text emails are better<\/h3>\n<p>Still, plain text style emails have their place and offer the kind of personal feel you don\u2019t get with designed HTML emails, which can set you apart in the cluttered inbox.<\/p>\n<img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-19805\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-samantha-kiley-150x150.jpeg\" alt=\"Samantha Kiley\" width=\"100\" height=\"100\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-samantha-kiley-150x150.jpeg 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-samantha-kiley-300x300.jpeg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-samantha-kiley-545x545.jpeg 545w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-samantha-kiley.jpeg 675w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><em>\u201cI think that HTML emails can sometimes get lost in a sea of other promotional emails. I think it also depends on your audience too &#8211; I&#8217;ve found for my audience at least, a relevant plain-text email always outperforms HTML and they&#8217;re more inclined to respond to a personal note.\u201d<\/em><br \/>\n&#8211; <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:ugcPost:6702248620575477760?commentUrn=urn%3Ali%3Acomment%3A%28ugcPost%3A6702248620575477760%2C6702580911059292160%29\" target=\"_blank\" rel=\"noopener\">Samantha Kiley<\/a>\n<p>The biggest reason <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/best-practices-for-plain-text-emails-a-look-at-why-theyre-important\/\">plain text emails<\/a> do so well is because of the human connection. The key is authenticity. This goes back to the roots of email as a one-to-one communication channel. Plain text emails allow you to:<\/p>\n<ul>\n<li><strong>Have a conversation with your subscribers.<\/strong> <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/uplandsoftware.com\/altify\/resources\/blog\/people-buy-from-people\/\">People buy from people<\/a>, so it\u2019s important to establish a relationship, even if it\u2019s just a simple \u201chello\u201d to welcome new customers. A lot of B2B brands do this, but it works for B2C brands, too. One way to do this is through exclusivity. You break through the noise of designed marketing emails, and it feels extra special when a person reaches out with an offer or invitation. And with no distractions, you can really focus on your audience\u2019s needs instead of how your emails look.<\/li>\n<li><strong>Produce accessible emails faster.<\/strong> Because of its simplicity, plain text emails are easier and faster to get out the door. No complicated HTML to deal with. Which also means it\u2019s easier for screen readers, smart watches, and voice assistants\u2014in other words, email accessibility for the win!<\/li>\n<\/ul>\n<p>However, overdoing this personal approach can lose its effectiveness over time, especially if it\u2019s not actually an email personally sent by an individual.<\/p>\n<img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-19815\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/twitter-user-sarahesterman-150x150.jpg\" alt=\"Sarah Hesterman\" width=\"100\" height=\"100\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/twitter-user-sarahesterman-150x150.jpg 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/twitter-user-sarahesterman-300x300.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/twitter-user-sarahesterman.jpg 400w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><em>\u201cI personally don&#8217;t like when emails from brands or companies take a \u2018personal letter\u2019 approach when I know they&#8217;re not personal letters, because it feels like they&#8217;re trying to trick me into [thinking] it&#8217;s more personal than it is.\u201d<\/em><br \/>\n&#8211; <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/SarahEsterman\/status\/1298720525896695810\">@SarahEsterman<\/a>\n<p>If you don\u2019t do it right, plain text emails can feel\u2026 fake. Or even spammy. Subscribers may not recognize the sender\u2019s name or the brand they\u2019re associated with. So while you can build trust by connecting people to people, you can also lose trust in much the same way. Think of emails about financial or security issues. Coming as a plain text email from a person can make it feel like a scam.<\/p>\n<p>And if you\u2019re sending truly plain text emails (instead of HTML emails designed to look like plain text), you lose out on tracking email opens and clicks that could help you hone in on what to optimize.<\/p>\n<h3>Why not both?<\/h3>\n<p>There&#8217;s room for both HTML and plain text emails. When done right, a solid nurturing strategy has a good mix of compelling visuals, valuable takeaways, and more personal and direct connections with a human.<\/p>\n<img decoding=\"async\" class=\"alignleft size-full wp-image-19816\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/linkedin-user-anonymous.png\" alt=\"LinkedIn User\" width=\"100\" height=\"101\" \/><em>\u201cAlthough good design certainly is key, creating a 1:1 connection and relevance with the reader will always bring in higher engagement rates in any format. humanize your brand\u201d<\/em><br \/>\n&#8211; <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:ugcPost:6702248620575477760?commentUrn=urn%3Ali%3Acomment%3A%28ugcPost%3A6702248620575477760%2C6702267201279291392%29\">Lori Stedman<\/a>\n<p>There\u2019s no one-size-fits-all approach, so consider what your objectives and goals are. Even a single drip series can have a mix of HTML and plain text. Our second favorite phrase in the email marketing world? \u201cTest it!\u201d<\/p>\n<p>HubSpot did some testing of their own, but we won\u2019t spoil <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/blog.hubspot.com\/marketing\/plain-text-vs-html-emails-data\">the results<\/a> for you here. Because despite what any company or person finds works best for them, you still need to find what works best for <em>your<\/em> audience.<\/p>\n<p>Even in our own A\/B tests, sometimes HTML wins, and sometimes plain text wins. Maybe we\u2019ll share our findings in a later blog post&#8230;<\/p>\n<h3>So what do you think?<\/h3>\n<p>In your experience, do HTML or plain text emails typically perform better? Have any tips on how to do them right? Give us your hot take below. \ud83d\udc47<\/p>\n<p>And hear more experts weigh in during <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/conference\/week\/\">Litmus Live Week<\/a> (it\u2019s free!). We\u2019ll have a fireside chat and friendly debate with Cynthia Price, VP of Marketing at Litmus, and Harmony Anderson, Senior Director of Demand Generation at Outreach, on September 15th at 1pm ET. Don\u2019t miss out!<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Do plain text style emails or HTML emails perform better? The email community weighs in as we discuss the pros and cons of each.<\/p>\n","protected":false},"author":1,"featured_media":19661,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[102,9805],"blog_category":[1169,57,118,53],"class_list":["post-19652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-html","tag-text","blog_category-community","blog_category-observations","blog_category-stats","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>HTML vs. Plain Text Emails: The Email Community Says... - Litmus<\/title>\n<meta name=\"description\" content=\"Do plain text style emails or HTML emails perform better? 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