Summary
The importance of including a plain text version in emails is a complex issue with differing perspectives. While some experts and documentation sources emphasize its role in enhancing accessibility (especially for users with screen readers or older devices), improving deliverability (by avoiding spam filters and catering to users who block HTML), and ensuring compatibility across diverse email clients, others argue that it's becoming less critical due to widespread HTML support. Some even point out that outdated or poorly formatted plain text versions can negatively impact deliverability. Ultimately, the decision hinges on the target audience, technical capabilities, deliverability concerns, and how well-formatted the HTML version is.
Key findings
- Accessibility: A plain text version ensures accessibility for users with screen readers, visual impairments, or those using older devices.
- Deliverability Impact: While it can improve deliverability by reducing spam scores, poorly formatted plain text versions can harm deliverability.
- Client Compatibility: Plain text caters to older email clients or those configured to block HTML emails.
- Conflicting Opinions: Some experts argue that HTML is sufficient for modern email clients, while others advocate for plain text as a safety net and accessibility measure.
- Spam Filter Interactions: A properly formatted HTML email with a valid, readable text part is important. It helps spam filters that analyze both parts to determine legitimacy. However, outdated plain text can trigger spam filters.
Key considerations
- Target Audience Analysis: Assess the technical capabilities and accessibility needs of your subscriber base. Prioritize plain text if you have a significant number of users with disabilities or older devices.
- HTML Formatting Quality: Ensure that your HTML emails are well-formatted and accessible, as poor HTML can diminish the need for a plain text alternative.
- Deliverability Monitoring: Monitor your email deliverability rates to determine if including a plain text version is positively or negatively impacting your results.
- Content Creation Workflow: Evaluate the resources required to create and maintain accurate plain text versions alongside HTML emails. Balance the benefits against the added complexity.
- Ensure Valid Text: Ensure your text version is a valid readable and properly formatted version of your email, to avoid deliverability problems.
What email marketers say
13 marketer opinions
Including a plain text version in emails is a debated practice with various perspectives. Some marketers find it crucial for accessibility, catering to users with screen readers, older devices, or those who prefer a simplified format. It can improve deliverability by reducing spam scores and ensuring messages reach recipients even if HTML is blocked. However, some argue that plain text versions are unnecessary since most email clients support HTML, and outdated text versions can trigger spam filters. The decision often depends on the target audience, technical capabilities, and deliverability concerns.
Key opinions
- Accessibility: Plain text versions enhance accessibility for users with screen readers, visual impairments, or older devices that may not fully support HTML.
- Deliverability: Some email marketers believe that including a plain text version improves deliverability by lowering spam scores and ensuring messages reach recipients even if HTML is blocked.
- Technical Support: Most modern email clients support HTML, leading some to question the necessity of plain text versions.
- Spam Filters: Outdated or poorly formatted plain text versions can sometimes trigger spam filters, negating any potential deliverability benefits.
Key considerations
- Target Audience: Consider whether your target audience includes users who rely on screen readers or have limited HTML support.
- Technical Capabilities: Ensure that your email marketing platform can generate accurate and up-to-date plain text versions.
- Deliverability Concerns: Monitor your deliverability rates to determine whether including a plain text version has a positive or negative impact.
- Content Type: Consider if you send content in a multipart email (`Content-Type: multipart/alternative`) with a HTML section as well as a plain text section - or just HTML only.
Marketer view
Email marketer from Mailjet notes that although plain text may seem outdated, it is important for increasing accessibility, improving deliverability, and ensuring message readability if the email client is set to not display HTML.
31 Oct 2022 - Mailjet
Marketer view
Email marketer from Reddit explains that plain text emails provide a more accessible option for users with disabilities or older devices. It ensures that all subscribers can engage with the email content.
17 Sep 2024 - Reddit
What the experts say
5 expert opinions
Experts offer varying perspectives on plain text emails. Some find them beneficial, citing that auto-generated text versions can lower SpamAssassin scores (though mainly for simplistic tool checks), and they might help with deliverability in some cases. Others note well-formatted HTML is preferable for screen readers. Having a valid, readable text part supports spam filters in assessing legitimacy. However, a malformed text part can negatively impact deliverability, while a neutral or good one might not significantly improve it.
Key opinions
- SpamAssassin & Simplistic Checks: Auto-generated text versions can lower SpamAssassin scores, mainly as a defense against simplistic tool checks.
- HTML vs. Plain Text for Screen Readers: Well-formatted HTML is often better than typical plain text for screen readers due to proper semantics.
- Impact on Spam Filters: A valid, readable text part helps spam filters assess email legitimacy. A malformed text part can negatively affect deliverability.
- Deliverability Boost?: While some believe plain text helps, evidence suggests a neutral or good text part doesn't necessarily improve deliverability.
Key considerations
- Formatting Matters: Ensure the text part is properly formatted to avoid negative impacts on deliverability.
- Targeting Spam Filters: Use the text part as a support for email legitimacy when email filters analyse email parts.
- Evaluate the Purpose: Assess whether the primary goal is to pass simplistic tool checks or genuinely improve deliverability and user experience.
- HTML Optimization: Invest in well-formatted HTML that is accessible for screen readers, rather than relying on plain text for that purpose.
Expert view
Expert from Email Geeks shares that even semi-decent HTML is better than typical plain text for screen readers because of proper semantics.
6 Aug 2022 - Email Geeks
Expert view
Expert from SpamResource explains that a properly formatted HTML email with a valid, readable text part is important. It helps spam filters that analyze both parts to determine legitimacy.
8 Sep 2024 - SpamResource
What the documentation says
4 technical articles
Email marketing documentation generally recommends including a plain text version in emails. This is because it ensures accessibility for all users, renders correctly across diverse email clients, caters to those who prefer or require text-only emails, helps improve deliverability by avoiding spam filters, and meets accessibility guidelines. It also supports older email clients that lack HTML support, ensuring the message is still conveyed.
Key findings
- Accessibility: Plain text versions enhance accessibility for users with visual impairments, ensuring they can access email content.
- Deliverability: Including a plain text version alongside HTML helps avoid spam filters, improving overall email deliverability.
- Client Compatibility: Plain text versions cater to older email clients and those with limited or no HTML support, ensuring the message is still readable.
- User Preference: Some users prefer text-only emails, and providing a plain text version caters to these preferences.
Key considerations
- Accessibility Guidelines: Ensure that your email campaigns adhere to accessibility guidelines, which often recommend or require a plain text version.
- Email Client Landscape: Consider the mix of email clients used by your subscribers; a significant portion using older clients may necessitate a plain text version.
- Spam Filter Sensitivity: Monitor spam filter behavior; HTML-only emails may be flagged as suspicious, necessitating a plain text alternative.
- Content Rendering: Ensure that your email content renders correctly in both HTML and plain text versions, providing a consistent message across formats.
Technical article
Documentation from Litmus explains that providing a plain text version is vital for accessibility, ensuring people with visual impairments can access content. It also caters to older email clients and those with limited HTML support, improving overall deliverability.
3 May 2023 - Litmus
Technical article
Documentation from Campaign Monitor shares that including a plain text version alongside HTML ensures deliverability. ISPs often see HTML-only emails as suspicious. Additionally, some users prefer plain text or use email clients that can't display HTML.
28 Mar 2025 - Campaign Monitor
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