{"id":4052,"date":"2022-08-31T11:06:00","date_gmt":"2022-08-31T15:06:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/best-practices-for-plain-text-emails-a-look-at-why-theyre-important\/"},"modified":"2025-11-05T13:39:49","modified_gmt":"2025-11-05T18:39:49","slug":"best-practices-for-plain-text-emails-a-look-at-why-theyre-important","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/best-practices-for-plain-text-emails-a-look-at-why-theyre-important","title":{"rendered":"Why You Shouldn\u2019t Dismiss Plain Text Emails (And How to Make Them Engaging)"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_1411232a730749a22e315e7258f3f843\" 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><span style=\"font-weight: 400;\">Email marketers like HTML emails due to their attention grabbing graphics, fonts, and colors. But there\u2019s still a time and place for the simplicity of plain text emails. What they lack in <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-design-best-practices\" target=\"_blank\">email design marketing<\/a>, they make up for in reliability and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-deliverability-guide\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">deliverability<\/span><\/a><span style=\"font-weight: 400;\">. And sometimes, it\u2019s good to return to the basics for maximum effectiveness.\u00a0\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What are plain text emails?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Plain text emails are just that\u2014simple emails that only include plain text. They are the email equivalent to a letter written on a typewriter\u2014no images or fancy fonts\u2014just standard text. And while they may not be nearly as attractive as HTML-based emails, they play a significant role in a well-rounded email marketing strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll give plain text emails the attention they deserve\u2014focusing on why they\u2019re important and how to properly build them, while providing plenty of plain text email examples along the way.<\/span><\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"#are-emails-sent-in-plain-text\">Are emails still sent in plain text?<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#how-do-i-make-a-plain-text-email\">How do I make a plain text email?<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#tips-for-making-plain-text-emails-scannable\">Tips for making plain text emails scannable<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#plain-text-email-template\">A plain text email template to get you started<\/a><\/li>\n<\/ul>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 40px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-7947\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/logo.png\" alt=\"Litmus logo\" width=\"300\" height=\"165\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 40px;\">\n<p class=\"zero\"><strong>Preview your HTML and text emails<\/strong><\/p>\n<p class=\"zero\">Want to see how your emails look in plain text as well as in HTML on popular desktop, mobile, and webmail clients? Never forget to include plain text as part of your next email campaign with Litmus Test.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing\" target=\"_blank\" rel=\"noopener noreferrer\">START TESTING NOW \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<h2 id=\"are-emails-sent-in-plain-text\"><span style=\"font-weight: 400;\">Are emails still sent in plain text?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">One reason you should still use plain text is: Many emails are automatically sent with them! Even when you\u2019re sending out an HTML email, a plain text email version is crucial. Multi-part MIME (Multipurpose Internet Mail Extensions)\u2014the protocol that allows for sending all of our email marketing campaigns\u2014bundles together a simplified plain text version of your email along with the HTML version of your email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unless you\u2019re sending out a solely plain text email (which is relatively rare), you should focus on creating a good subscriber experience in both your HTML and plain text emails.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Here are reasons why plain text emails are still needed:<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><b>Spam filters like to see a plain text alternative.<\/b><span style=\"font-weight: 400;\"> HTML-only emails are a red flag for <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/make-it-to-the-inbox-not-the-spam-folder-with-litmus-spam-testing\/\"><span style=\"font-weight: 400;\">spam filters<\/span><\/a><span style=\"font-weight: 400;\">. A lazy spammer wouldn\u2019t take time to create a plain text alternative (with <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-web-fonts\" target=\"_blank\">web safe fonts<\/a>), so make sure you do!<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Some people simply prefer it.<\/b><span style=\"font-weight: 400;\"> Plain and simple\u2014some people prefer text-only emails. Since a variety of email clients give the option to only receive the text version of an email, it\u2019s important to send in multi-part MIME format. Otherwise, subscribers may not receive your email at all.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Some people see HTML emails as a security and privacy risk.<\/b><span style=\"font-weight: 400;\"> and these subscribers may choose not to load any images.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>HTML emails require more bandwidth.<\/b><span style=\"font-weight: 400;\"> The increased bandwidth (and storage space) that image-heavy emails tend to consume is another driver of why people may prefer plain text.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Plain text versions may work better for non-traditional inboxes. <\/b><span style=\"font-weight: 400;\">Smart watches, gaming devices, and voice assistants are all likely to use plain text emails over HTML when displaying or reading emails to users. A properly written and formatted plain text email will work much better on Apple Watches than the HTML equivalent, and they\u2019re more likely to work in future non-traditional inboxes.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We\u2019ve seen a lot of research and debate over the years about <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/html-vs-plain-text-emails-the-email-community-says\/\"><span style=\"font-weight: 400;\">plain text vs. HTML emails<\/span><\/a><span style=\"font-weight: 400;\">, including <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-results-are-in-a-b-testing-html-vs-plain-text-emails\/\"><span style=\"font-weight: 400;\">our own A\/B test<\/span><\/a><span style=\"font-weight: 400;\">, but most of it is inconclusive. While most email marketers prefer HTML versions over plain text styles, the email community is split on which approach is best.<\/span><\/p>\n<h2 id=\"how-do-i-make-a-plain-text-email\"><span style=\"font-weight: 400;\">How do I make a plain text email?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Fortunately, creating good plain text email is relatively easy. Most email service providers (ESPs) allow you to add or edit the text version of your campaign. Some include <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/state-of-email-design-tools\" rel=\"noopener\" target=\"_blank\">email design tools<\/a> that automatically generate plain text when you upload your HTML.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But even if they don\u2019t, creating your text version requires a minimal time commitment, and a text editor\u2014which every operating system includes by default. You may want to create your own text version anyway since the auto-generated versions tend to look like a garbled mess.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What happens when you don\u2019t include a text version?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If your HTML-only email happens to make it to your subscriber&#8217;s inbox, and they\u2019re unable to view HTML emails (either by preference or because of their email client\u2019s capabilities), what will they see?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If an email client or app can only show the plain text version of an email, but no plain text version exists, most email clients will either show the raw HTML of the message or try to format it into plain text. Both scenarios create a less than ideal subscriber experience.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-28284 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-1.jpg\" alt=\"example of HTML rendering in place of plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-1.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-1-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-1-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-1-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-1-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-1-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\n<p>When researching examples for this post, we were surprised by the number of senders not using multi-part MIME\u2014including brands who otherwise excel in their email marketing strategy. Between deliverability and accessibility issues, sending in that format should be a no-brainer.<\/p>\n<p>We also found that a number of companies are technically sending in multi-part MIME, but the plain text version is completely blank. For example, check out this email:<\/p>\n<h3 id=\"tips-for-making-plain-text-emails-scannable\"><span style=\"font-weight: 400;\">Tips for making plain text emails scannable<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A key <\/span><span style=\"font-weight: 400;\">to a good email is scannability\u2014the quality of being easily read and understood by subscribers. This applies to both HTML and plain text versions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most ESPs will send in multi-part MIME automatically or walk you through setting this up as an option. However, their auto-generated text versions are usually unorganized and difficult to read.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, the plain text email below is filled with back-to-back links. There are no clear <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">calls-to-action<\/span><\/a><span style=\"font-weight: 400;\"> (CTAs), and it is overall a poor subscriber experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While using these auto-generated versions can save you time, be sure to take a few minutes to edit them as needed. There may be added spaces between paragraphs, corrupted characters (ASCII characters such as trademark, copyright, and smart quotes, etc. that may not be supported), and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-fix-blue-links-in-gmail\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">links<\/span><\/a><span style=\"font-weight: 400;\"> and text that are unnecessary.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether you\u2019re creating the plain text version yourself or using the auto-generated version from your ESP, it\u2019s important to make sure the email is easy to skim and actionable. Without HTML design elements like background colors, larger text for headlines, and imagery, you must use other elements to achieve readability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Scannability usually consists of short, succinct copy, ample whitespace between sections, and clear headings that can be quickly glanced over by subscribers. This is usually achieved with CSS in email campaigns, but since we\u2019re using only text, we need to rely on other techniques to create scannable emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are our tips for making your plain text emails more scannable:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><strong>Use clear headers to separate sections<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Avoid using line breaks<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Take advantage of white space<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Format with bulleted lists<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Have clearly defined CTAs<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>But don\u2019t overdo it with links<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Have some fun<\/strong><\/li>\n<\/ol>\n<h4><span style=\"font-weight: 400;\">1. Use clear headers to separate sections<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">While you can\u2019t use larger text or different colors to separate headlines from the content, there are other strategies that work. Try using all caps or symbols to separate sections.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, the headlines in this example are clear and stand out:<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-28287 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-4.jpg\" alt=\"example of clear headlines in plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-4.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-4-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-4-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-4-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-4-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-4-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\n<p><span style=\"font-weight: 400;\">With the double asterisk (**) next to each headline and a row of dashes underneath, the headers are clear, which makes the email easy to scan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You could also use octothorpes (or hashtag or pound symbols, depending on where you\u2019re from), which may be familiar to a lot of people who use Markdown for formatting documents. Markdown uses a set number of octothorpes to denote specific heading levels (e.g. # is Heading Level 1, ## is Heading Level 2, and so on). Not only does this provide a clear device for scannability, but it also provides some semantic context for the importance of those headings .<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you don\u2019t have defined headlines in your plain text email (or your HTML), your subscribers won\u2019t have a clear reading (aka skimming) path.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Create headings if they\u2019re not already there: adopt a convention for styling those headings in plain text, and consistently apply that convention across campaigns. Your plain text subscribers will thank you for it!<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">2. Avoid using line breaks<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">In the past, many email clients allowed text to run extremely long before wrapping it to a new line. As a result, it was a best practice to add line breaks about every 60 characters in plain text to increase legibility. However with more modern email clients (especially an influx of mobile clients), text is typically prevented from running too long or is resized to fit in the window.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using line breaks can make your email look awkward and raggedy:<\/span><img decoding=\"async\" class=\"alignnone wp-image-28288 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-5.jpg\" alt=\"example of ragged lines in plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-5.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-5-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-5-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-5-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-5-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-5-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>Don\u2019t waste time using line breaks\u2014except when introducing whitespace between elements and sections. Speaking of whitespace&#8230;<\/p>\n<h4>3. Take advantage of whitespace<\/h4>\n<p><span style=\"font-weight: 400;\">Another important element for scannability is whitespace\u2014which involves including line breaks between different content sections, headlines, and CTAs. On top of creating clearly defined sections in your plain text email, whitespace allows links to be easily clickable and touch-friendly on mobile devices.<\/span><\/p>\n<p><strong>Don\u2019t do this:<\/strong> This plain text email has virtually no whitespace\u2014making it difficult to read and follow any of the CTAs.<img decoding=\"async\" class=\"alignnone wp-image-28289 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-6.jpg\" alt=\"example of crowded plain text in plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-6.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-6-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-6-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-6-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-6-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-6-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p><strong>Do this:<\/strong> This example uses whitespace appropriately between paragraphs, links, and even equal signs (=) to create a hierarchy.<img decoding=\"async\" class=\"alignnone wp-image-28290 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-7.jpg\" alt=\"example of good whitespace in plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-7.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-7-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-7-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-7-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-7-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-7-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">4. Format with bulleted lists<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Using lists is another great tactic for creating hierarchy in a plain text email. While actual <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-bulleted-lists-in-html-email\" target=\"_blank\">html bullet<\/a> points aren\u2019t supported, you can use other characters like -, *, or + instead.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, this email\u2019s plain text uses dashes to list special features included in a particular deal:<\/span><img decoding=\"async\" class=\"alignnone wp-image-28291 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-8.jpg\" alt=\"example of bulleted lists in plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-8.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-8-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-8-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-8-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-8-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-8-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><span style=\"font-weight: 400;\">By using dashes, the hierarchy of the email remains intact\u2014despite the lack of HTML elements\u2014and the reader\u2019s eye is drawn to that aspect of the email.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">5. Have clearly defined CTAs<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t matter if you\u2019re sending an HTML or plain text email: your CTAs should always stand out. Don\u2019t make your subscribers hunt for them!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, in this first email, all of the links and CTAs are similar and nothing stands out:<\/span><img decoding=\"async\" class=\"alignnone wp-image-28292 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-9.jpg\" alt=\"bad and good example of plain text emails and how they do CTAs \" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-9.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-9-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-9-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-9-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-9-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-9-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><span style=\"font-weight: 400;\">While it\u2019s a bit more difficult to make CTAs stand out without the help of colorful, HTML-based <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-guide-to-bulletproof-buttons-in-email-design\/\"><span style=\"font-weight: 400;\">bulletproof buttons<\/span><\/a><span style=\"font-weight: 400;\">, there are other tactics you can use for plain text.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The second example uses text, prices, and line breaks to make the email readable and the CTAs stand out in the email (and it\u2019s easy to tap for mobile subscribers).<\/span><\/p>\n<h4>6. But don\u2019t overdo it with links<\/h4>\n<p><span style=\"font-weight: 400;\">If you open up an HTML-based email and it\u2019s full of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/guide-to-ctas\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">CTA buttons<\/span><\/a><span style=\"font-weight: 400;\">, you\u2019d be overwhelmed. If you open up a text-only email and it\u2019s full of links, you get the same reaction.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-28293 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-10.jpg\" alt=\"example of too many links in plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-10.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-10-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-10-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-10-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-10-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-10-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\n<p><span style=\"font-weight: 400;\">Not only are the links not labeled, but there are so many of them!<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">While there\u2019s no set-in-stone rule for this, the minimalist link approach is how we present links in plain text. This provides subscribers with a better email experience:<\/span><img decoding=\"async\" class=\"alignnone wp-image-28294 size-full\" style=\"background-color: var(--bs-body-bg); font-size: 1rem; text-align: var(--bs-body-text-align);\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-11.jpg\" alt=\"example of minimal links in plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-11.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-11-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-11-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-11-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-11-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-11-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><span style=\"font-weight: 400;\">7. Have some fun<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Plain text emails don\u2019t have to be boring! Take a page out of the internet\u2019s history and bring back ASCII art in your text emails. ASCII art is artwork that creates illustrations using just text characters.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, this quick portrait of The Beatles from <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/asciiart.website\/\"><span style=\"font-weight: 400;\">Christopher Johnson\u2019s ASCII Art Collection<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><img decoding=\"async\" class=\"alignnone wp-image-28295 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-12.jpg\" alt=\"ASCII art of The Beatles\" width=\"1920\" height=\"809\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-12.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-12-300x126.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-12-1024x431.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-12-768x324.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-12-1536x647.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-12-1800x758.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><span style=\"font-weight: 400;\">You can include ASCII graphics in your own plain text to create a sense of delight for your subscribers. There are even online tools like this <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.ascii-art-generator.org\/\"><span style=\"font-weight: 400;\">ASCII art creator<\/span><\/a><span style=\"font-weight: 400;\"> that allow you to upload graphics and will generate the ASCII art for you, making it easier than ever to create plain text campaigns that stand out in the inbox.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Other minimalist approaches<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When researching examples for this post, we noticed many brands kept their text emails extremely simple and only included a URL to view the full email in a web browser. While this is, undoubtedly, a better approach than not sending in multi-part MIME at all (or sending a blank text version), it still feels a bit careless.<\/span><img decoding=\"async\" class=\"alignnone wp-image-28296 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-13.jpg\" alt=\"example of view in browser link only in plain text emails\" width=\"1920\" height=\"609\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-13.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-13-300x95.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-13-1024x325.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-13-768x244.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-13-1536x487.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-13-1800x571.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><span style=\"font-weight: 400;\">While it\u2019s definitely a time saver to plop in the \u201cview in browser\u201d link, it\u2019s worth a few extra moments to honor your subscriber\u2019s preferences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another approach we saw was the practice of including only the main CTA, as well as the view in browser link, in the plain text version. This seems like a nice middle ground\u2014providing your subscribers with content from the HTML part of the message, without spending a lot of time formatting it:<\/span><img decoding=\"async\" class=\"alignnone wp-image-28297 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-14.jpg\" alt=\"example of a single CTA and view online link in plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-14.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-14-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-14-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-14-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-14-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-14-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><span style=\"font-weight: 400;\">While the HTML email showcases several CTAs, the plain text version only includes the main message. It manages to provide subscribers with relevant content and a CTA, as well as the opportunity to view the full email via the view in browser link.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re strapped for time, either of the above approaches can work. But creating a well-formatted, scannable, and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/ultimate-guide-to-email-accessibility\/\"><span style=\"font-weight: 400;\">accessible<\/span><\/a><span style=\"font-weight: 400;\"> plain text email just doesn\u2019t take that long. You should strive to honor your subscribers\u2019 preferences and create the best experience possible, regardless of which format you\u2019re sending your campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another approach, which we\u2019ve seen a lot of brands embracing recently, is creating a \u201cplain text like\u201d version of an email.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-28298 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-15.jpg\" alt=\"HTML example of plain text emails\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-15.jpg 1920w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-15-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-15-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-15-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-15-1536x864.jpg 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/12\/plain-text-15-1800x1013.jpg 1800w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\n<p><span style=\"font-weight: 400;\">Plain text like\u2014or <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-templates\/email-stationery\">stationery<\/a>, as we sometimes call them\u2014emails are actually HTML campaigns that look like simple plain or rich text emails. They usually don\u2019t have images other than a logo or sender avatar, but they use HTML to create styled links and enable email analytics tracking.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This can be a good style of email for certain purposes, like when you\u2019re sending from an individual from your company as opposed to the whole organization. But it still needs a real plain text version of the email included, just like with your other HTML email campaigns.<\/span><\/p>\n<h2 id=\"plain-text-email-template\"><span style=\"font-weight: 400;\">Start with our plain text email template<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Want to get a head start on creating a killer plain text email? We put together a template using all of the advice above that you can copy, paste, and update for your own campaigns.<\/span><\/p>\n<p><script src=\"https:\/\/gist.github.com\/rodriguezcommaj\/b1cdf66e7152982e62e57211fe9abfc6.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Getting back-to-basics with plain text emails has a time and a place. Including a plain text email along with your HTML email can increase reach and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\/\" target=\"_blank\" rel=\"noopener\">email deliverability<\/a>. They&#8217;re also safeguard during an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-migrate-esps-easily\" target=\"_blank\">email migration<\/a>, making sure subscribers still receive readable messages. It\u2019s also a great way to communicate succinct, direct messages. Applying proper spacing and formatting can give your ordinary plain text email dependable success.<\/span><\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/checklist-recommended-clients.png\" width=\"601\" height=\"774\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Ensure your designs come across right<br \/>\n<\/strong><\/p>\n<p class=\"zero\">Broken emails lead to less conversions. Preview your emails across 100+ email clients, apps, and devices to ensure an on-brand, error-free subscriber experience. Every time.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Optimize your emails<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p><em><br \/>\nOriginally published on December 4, 2017, by Lauren Smith. Last updated August 31, 2022.<\/em><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn why simplified, plain text emails still work and how to use them. Included is a plain text email template to get you started.<\/p>\n","protected":false},"author":17,"featured_media":52283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[520,102,381,10264,9805],"blog_category":[10303],"class_list":["post-4052","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-accessibility","tag-html","tag-personalization","tag-subscriber-experience","tag-text","blog_category-email-design"],"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>Why Plain Text Emails Still Work &amp; How to Use Them - Litmus<\/title>\n<meta name=\"description\" content=\"Learn why simplified, plain text emails still work and how to use them. Included is a plain text email template to get you started.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/best-practices-for-plain-text-emails-a-look-at-why-theyre-important\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why You Shouldn\u2019t Dismiss Plain Text Emails (And How to Make Them Engaging)\" \/>\n<meta property=\"og:description\" content=\"Learn why simplified, plain text emails still work and how to use them. 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