Summary
Including a plain text version alongside HTML offers a multifaceted approach to email deliverability and user experience. While its direct impact on deliverability may be subtle, plain text enhances accessibility for users with disabilities or those using text-based clients and acts as a fallback when HTML rendering fails. It can potentially bypass spam filters and improve sender reputation due to its cleaner structure and reduced complexity. Furthermore, plain text offers a more secure alternative due to the absence of executable code, and its simplicity can create a more personal connection. However, it lacks tracking capabilities and requires careful A/B testing to determine the optimal format for specific audiences. Maintaining consistent content between HTML and plain text versions is crucial, and understanding how tracking links are handled is essential for analyzing campaign performance. Analyzing conversion discrepancies across different ISPs can further refine email strategies.
Key findings
- Enhanced Accessibility and Fallback: Plain text ensures readability for all users, especially when HTML rendering fails or for those with accessibility needs.
- Potential Deliverability Benefits: It may improve deliverability by bypassing spam filters and enhancing sender reputation.
- Improved Security: Plain text is more secure due to the absence of executable code.
- Simplified, Personal Connection: It can foster a more personal connection with recipients.
Key considerations
- Lack of Tracking Capabilities: Plain text lacks tracking features, impacting marketing insights.
- Importance of A/B Testing: A/B testing is necessary to determine the optimal format for specific audiences and goals.
- Content Consistency: Maintaining consistent content between HTML and plain text versions is essential.
- Tracking Link Analysis: Understanding how tracking links are handled is critical for accurate campaign performance analysis.
- ISP-Specific Analysis: Analyzing conversion discrepancies across different ISPs can optimize email strategies.
- Plain Text Limitations: Keep in mind there is only line break and tab support in plain text.
What email marketers say
14 marketer opinions
Including a plain text version of an email alongside HTML offers several potential benefits, although its direct impact can vary. It enhances accessibility, ensures readability when HTML rendering fails, and may help bypass spam filters due to its cleaner structure. Some suggest plain text can also provide a more personal feel and avoid tracking, while others point out its lack of tracking capabilities as a drawback. A/B testing is recommended to determine the optimal format for a specific audience, with careful consideration of rendering issues and mailbox provider-specific problems. Ultimately, plain text acts as a safety net, improving the overall user experience and potentially boosting deliverability, especially when HTML presents rendering issues.
Key opinions
- Accessibility & Readability: Plain text ensures readability when HTML rendering fails or for users who prefer it, enhancing accessibility.
- Spam Filtering: Plain text versions may help in bypassing spam filters due to their simpler structure.
- HTML Rendering Issues: If plain text has a higher conversion rate, it indicates potential HTML rendering issues with specific providers.
- Sender Reputation: Including plain text helps improve sender reputation and reduces the likelihood of being flagged as spam.
- Personalization: Plain text emails have a more personal feel and can circumvent tracking methods.
Key considerations
- Lack of Tracking: Plain text emails lack tracking capabilities for opens and clicks, affecting marketing insights.
- A/B Testing: A/B testing HTML and plain text versions is recommended to determine the best format for your audience.
- Consistent Content: Plain text versions should contain the same information and CTAs as the HTML version.
- Domain Tracking: Check links use the sender's domain and the HTML is original and rendering properly, to look for patterns in split tests related to mailbox providers or email clients.
- Rendering Issues: Break down conversions by mailbox provider to see if a particular provider is having problems with the HTML.
Marketer view
Email marketer from SuperOffice explains that a plain text version should contain the same information as the HTML version, including the key call-to-actions. This ensures that all recipients have access to the core content, regardless of how they view the email.
3 Jan 2024 - SuperOffice
Marketer view
Email marketer from Stack Overflow answers that providing a plain text version alongside HTML can potentially lower spam scores, as some spam filters penalize emails that only contain HTML. However some users believe there is no evidence to support this.
27 Sep 2024 - Stack Overflow
What the experts say
5 expert opinions
Including a plain text version of an email may not directly and noticeably affect deliverability. However, it ensures accessibility and readability for recipients who prefer or require plain text, potentially improving user experience and indirectly impacting mailstream reputation. A large difference in conversion rates between HTML and plain text versions warrants further investigation, specifically checking for consistency across different recipient ISPs. Additionally, understanding the behavior of tracking links (whether they point to the sender's domain and if the ESP rewrites them) is important. Note plain text supports only limited formatting - line breaks and tabs.
Key opinions
- Limited Direct Impact on Deliverability: A plain text version likely won't have a significant direct impact on deliverability.
- Enhanced Accessibility: It ensures readability for recipients who prefer or require plain text.
- Indirect Impact via User Experience: Improved user experience can indirectly affect the reputation of the mailstream.
- Limited Formatting: Plain text supports only line breaks and tabs.
Key considerations
- Analyze Conversion Discrepancies: Investigate inconsistencies in conversion rates between HTML and plain text versions, checking across different ISPs.
- Track Link Behavior: Understand how tracking links are handled (domain, rewriting by ESP).
Expert view
Expert from Email Geeks asks if the tracking links point to the sender's domain or a different domain (possibly shared by the ESP) and if the ESP is rewriting the links for click tracking, as this is important information.
3 Oct 2022 - Email Geeks
Expert view
Expert from Word to the Wise explains that including a plain text version ensures that recipients who prefer or require it (due to disabilities or email client limitations) can still read your message, which improves accessibility and overall user experience.
7 Apr 2025 - Word to the Wise
What the documentation says
4 technical articles
Including a plain text version alongside HTML in email messages ensures broader compatibility and accessibility. The RFC standards specify that plain text serves as a fallback for HTML, guaranteeing readability across different email clients. Litmus highlights that this practice enhances accessibility for users with disabilities and those using text-based clients, improving overall user experience. Additionally, MDN Web Docs points out that plain text emails are inherently more secure due to the absence of executable code. Microsoft Support emphasizes that providing both formats allows email clients like Outlook to display messages according to the recipient's preferences.
Key findings
- Fallback Readability: Plain text serves as a fallback, ensuring messages are readable across all email clients.
- Enhanced Accessibility: Plain text improves accessibility for users with disabilities or text-based email clients.
- Improved Security: Plain text emails are more secure due to the lack of executable code.
- Client Preference Support: Providing both formats allows email clients to display messages according to user preferences.
Key considerations
Technical article
Documentation from Litmus explains that providing a plain text version makes emails more accessible to users with disabilities or those using text-based email clients, improving the overall user experience.
1 May 2022 - Litmus
Technical article
Documentation from RFC 5322 specifies the standards for email message formats, including multipart messages, where a plain text version serves as a fallback for HTML, ensuring readability across different email clients.
14 May 2022 - RFC 5322
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