May 20, 2021 · Oskar Glauser
Send better plain text emails
When most people think about email marketing, they picture colourful templates, perfectly aligned images, and bold call-to-action buttons. There is nothing wrong with that approach. But sometimes, the most effective email you can send is one that looks like it was written by a real person, in a plain text editor, with no design at all.
Plain text emails are exactly what they sound like: emails without HTML formatting, images, or fancy layouts. Just words. And in the right context, they can outperform their designed counterparts in almost every metric that matters.
Why plain text emails work
There is something powerful about simplicity. When an email lands in your inbox and looks like it came from a friend or colleague rather than a marketing department, you treat it differently. You read it more carefully. You are more likely to reply. That shift in perception is what makes plain text emails so effective.
Better deliverability
Spam filters are designed to catch emails that look like marketing. Heavy HTML, lots of images, and certain formatting patterns can trigger those filters. Plain text emails, on the other hand, look like regular personal correspondence. They are less likely to end up in the spam folder or the promotions tab, which means more of your subscribers actually see your message.
This is especially important for smaller businesses that may not have established sender reputations. If you are just getting started with a newsletter, plain text can give you a deliverability boost right from the beginning.
They feel personal
There is an intimacy to a plain text email that designed emails struggle to match. When someone opens a message that looks like it was written just for them, it creates a different kind of connection. It does not feel like a broadcast. It feels like a conversation.
This personal quality is particularly valuable for relationship-driven businesses: consultants, coaches, freelancers, small agencies, and anyone whose success depends on trust and personal connection.
Faster loading on any device
HTML emails can look beautiful on a desktop screen and then fall apart on a mobile device. Images might not load, layouts can break, and the whole experience can feel frustrating. Plain text emails do not have these problems. They load instantly, display correctly on every device, and work perfectly even on slow connections.
In a world where the majority of emails are opened on mobile phones, this reliability matters more than most people realize.
Higher reply rates
This is the metric that surprises people the most. Plain text emails consistently generate higher reply rates than designed emails. The reason is psychological: when an email looks like a personal message, people feel more inclined to respond as they would to a personal message. The design itself sets the expectation.
If you want to hear back from your subscribers, whether it is feedback, questions, or simply starting a conversation, plain text is the way to go.
When to use plain text emails
Plain text is not the right choice for every situation. Understanding when to use it and when to go with a designed template is key to getting the best results from your email marketing.
Great for plain text
- Welcome emails. A personal welcome message feels warmer and more genuine in plain text.
- Check-in emails. Following up with customers or subscribers to ask how things are going.
- Announcements. Sharing news, updates, or milestones in a direct and personal way.
- Re-engagement campaigns. Reaching out to inactive subscribers. A simple, personal message often works better than a flashy design.
- Thank you messages. Expressing gratitude after a purchase, signup, or event.
- Asking for feedback. When you want genuine replies, plain text lowers the barrier.
Better as designed emails
- Product showcases. When you need to display products visually with images and links.
- Event invitations. Where visual branding and clear event details matter.
- Promotional sales. Campaigns built around visual offers, discounts, and product imagery.
- Content roundups. Curated collections of links, articles, or resources that benefit from structured layout.
The best email marketers use both formats strategically, choosing the one that fits the goal of each specific message.
Tips for writing effective plain text emails
Writing a good plain text email is not just about removing the design. It requires a different mindset. Without visual elements to guide the reader’s eye, your words need to do all the work. Here is how to make them count.
Start with a strong opening line
Your first sentence matters more in a plain text email than in a designed one. There are no images or bold headers to draw attention. The opening line is all you have. Make it interesting, relevant, or personal enough that the reader wants to keep going.
Skip generic openings like “I hope this email finds you well.” Instead, try something specific: a question, a surprising fact, or a direct reference to something the reader cares about.
Keep paragraphs short
Long blocks of text are difficult to read, especially on mobile devices. Aim for two to three sentences per paragraph. Use line breaks generously. White space is your friend in plain text. It gives the reader’s eyes room to move and makes the email feel less overwhelming.
Write like you talk
Plain text emails work best when they sound natural and conversational. Read your email out loud before sending. If it sounds like marketing copy, rewrite it. If it sounds like something you would say to a colleague over coffee, you are on the right track.
Use a clear call to action
Without a button to click, your call to action needs to be unmistakable in the text itself. Place your link on its own line, surrounded by enough context that the reader knows exactly what to expect when they click. Do not bury important links in the middle of a paragraph.
For example:
“If you would like to learn more about our summer plans, check out the full update here: [link]“
Include a personal sign-off
End your email with a name, not a logo. A simple sign-off like “Thanks, Sarah” or “Talk soon, Mike” reinforces the personal nature of the message and makes it feel like real communication.
Mixing plain text into your strategy
You do not have to choose one format exclusively. Many successful email marketers alternate between designed and plain text emails depending on the message and the goal. The variety itself can be refreshing for subscribers who are used to seeing the same template week after week.
Consider sending your regular newsletter in a designed format while using plain text for more personal messages like milestone celebrations, feedback requests, or simple check-ins. This combination keeps your communication fresh and allows you to match the format to the intent.
If you are thinking about how to structure this kind of mixed approach, our guide on why newsletters sometimes lack interaction offers some insights into keeping subscribers engaged with varied content.
Common mistakes to avoid
Even with plain text, there are a few pitfalls to watch out for:
- Writing too much. Just because there is no design limit does not mean you should write a novel. Keep it focused and concise.
- Forgetting mobile readers. Short paragraphs and clear structure matter even more on small screens.
- Being too formal. The whole point of plain text is that it feels personal. Do not undermine that with corporate language.
- Skipping the subject line. Your subject line still needs to earn the open. A plain text email with a boring subject line will not get read.
- Not testing. Send a test email to yourself and read it on your phone. Make sure it looks clean and reads well.
Give plain text a try
If you have never sent a plain text email to your list, give it a try. Start with a simple message: a personal update, a question, or a thank you note. Pay attention to the results. You might be surprised by how well a message without any design at all can perform.
Sometimes the most powerful thing you can do in a world full of polished marketing is to just be real.