What percentage of emails are viewed in HTML vs plain text?
Matthew Whittaker
Co-founder & CTO, Suped
Published 15 Jul 2025
Updated 17 Aug 2025
8 min read
When we talk about email marketing, a common assumption is that almost all emails are viewed in HTML. It feels intuitive, given the visual richness and interactive elements that HTML allows, from branding to clickable buttons. For many, the idea of someone actively choosing to view a plain text email seems like a relic of the internet's early days.
However, the reality is more nuanced. While the vast majority of email clients default to displaying the HTML version of an email, the plain text component is far from obsolete. Its presence, and the circumstances under which it might be viewed or interact with email systems, are critical for understanding overall email deliverability and engagement.
The exact percentage of emails viewed strictly in plain text is difficult to pinpoint with absolute certainty, largely because tracking pixels, which measure email opens, are typically embedded in the HTML version. Without this, true open rates for plain text can be elusive. What we can say is that direct user selection of a plain text view is remarkably low, often reported to be well under 1% for most general audiences, though it can climb to around 1-6% in specific demographics or industries.
The prevalence of HTML in email viewing
Most modern email clients, whether on desktop or mobile, are designed to render HTML emails. This is why marketers invest heavily in responsive designs and visually appealing layouts. Users typically expect a rich experience, complete with images, brand logos, custom fonts, and interactive elements. The plain text version exists primarily as a fallback and an essential component of a multipart MIME message.
Despite this, there are indeed scenarios where the plain text version becomes the primary display. These often involve environments with strict security settings, older email clients, or specific accessibility needs. Some highly secure corporate or government networks, for instance, might strip out HTML content for security reasons, displaying only the plain text.
However, these cases are becoming increasingly rare. The push for a standardized and accessible email experience means that even less common clients or devices, like some smartwatches, are improving their HTML rendering capabilities. This trend further solidifies HTML as the default viewing experience for the vast majority of recipients.
Audience and industry: B2C audiences overwhelmingly prefer HTML, while B2B, particularly in highly regulated or security-conscious sectors, might see a slightly higher proportion of plain text viewing due to corporate policies or client settings.
Email client capabilities: Most modern clients will always default to HTML, regardless of user preference, unless HTML is explicitly blocked by a server or client setting.
Accessibility tools: Screen readers and other accessibility technologies often rely on the plain text version, making its inclusion vital for inclusivity.
The essential role of the plain text alternative
Despite the low direct viewing percentage, the plain text version is a crucial component for email deliverability. All legitimate email marketing platforms send emails as a multipart MIME message, meaning they include both an HTML version and a plain text version within the same email. This ensures that even if a recipient's email client cannot render HTML, or if they have specific settings enabled, a readable version of your email will still be displayed.
The plain text version serves as a critical fallback. Without it, some email clients or spam filters might flag your email as suspicious or incomplete, potentially leading to it being sent to the spam folder or blocked entirely. This is why even if you anticipate 99% of your audience will view the HTML, including a well-formatted plain text alternative is a non-negotiable best practice.
Furthermore, the plain text version can influence how spam filters perceive your email. A robust plain text equivalent indicates a legitimate sender, while a missing or poorly structured plain text part can raise red flags. It's a subtle signal to inbox providers that you're adhering to email best practices, which can positively impact your sender reputation.
Importance of a plain text version
Always ensure your emails include a well-structured plain text version. This is not just a courtesy but a crucial deliverability factor. Many email clients and spam filters look for this dual-part structure to confirm email legitimacy.
While most users won't actively choose the plain text view, it serves vital functions, from being a critical fallback to ensuring your email isn't prematurely flagged. Failing to include a proper plain text alternative can negatively impact your deliverability and sender reputation, increasing the likelihood of landing in the spam folder.
Engagement metrics: HTML vs. plain text
When it comes to engagement metrics like open rates and click-through rates, the debate between HTML and plain text becomes more interesting. Some studies suggest that plain text emails can sometimes outperform HTML counterparts in terms of engagement. For instance, research from iinfotanks.com found that plain text emails showed 21% higher click-to-open rates and 17% higher click-through rates than HTML emails across industries.
This counter-intuitive finding can be attributed to several factors. Plain text emails often feel more personal, like a direct message from one individual to another, rather than a mass marketing blast. This perceived authenticity can lead recipients to trust the content more and be more inclined to click. Additionally, plain text emails load faster and present fewer formatting issues, which can reduce friction for the recipient.
However, HTML emails offer unparalleled opportunities for branding, visual appeal, and complex calls to action. The ability to embed images, videos, and interactive elements can significantly enhance the user experience and convey information that plain text cannot. The key is balance. An overly complex or image-heavy HTML email can trigger spam filters or lead to slow load times, potentially reducing engagement.
HTML emails
Visual appeal: Allows for rich design, branding, images, and interactive elements. Great for conveying complex messages or showcasing products.
Tracking: Enables detailed tracking of opens, clicks, and other engagement metrics via tracking pixels and unique links.
Flexibility: Supports advanced features like embedded videos, carousels, and dynamic content, if supported by the client.
Plain text emails
Simplicity: No formatting, images, or special elements. Simple and straightforward, leading to faster load times.
Compatibility: Works across all email clients and devices, even the most basic ones. Ensures content is always readable.
Perceived authenticity: Often feels more personal and less like a marketing message, which can sometimes lead to higher engagement metrics depending on the audience.
Strategic considerations for email format
Given that most emails are viewed in HTML, your primary effort should go into optimizing your HTML email design for deliverability and engagement. This means using clean, semantic code, ensuring responsiveness across devices, and paying attention to elements like image-to-text ratio and overall email size. Malformed HTML, for example, can significantly impact deliverability and lead to your emails being marked as spam.
For your plain text version, focus on clarity and conciseness. While it might not be viewed directly by many, it still needs to convey your message effectively. Strip away all formatting, ensure links are full URLs, and make sure the core call to action is evident. Some marketers even craft a slightly different plain text message to test its impact, as a plain text approach can sometimes surprisingly boost click-through rates.
Ultimately, the best strategy is to embrace the multipart nature of email. Create beautiful, engaging HTML emails for the majority of your audience, but never neglect the plain text version. It acts as your safety net, ensuring your message gets through even under the most restrictive conditions and contributes positively to your overall email health.
Views from the trenches
Best practices
Always include a well-formatted plain text version for every email campaign to ensure maximum compatibility.
Test your emails across various clients and devices to see how both HTML and plain text versions render.
Keep plain text versions concise and ensure all key information, including calls to action, is clearly visible.
Monitor your deliverability metrics regularly to understand how your email formatting affects inbox placement.
Common pitfalls
Sending HTML-only emails without a plain text fallback, which can significantly hurt deliverability.
Neglecting the plain text version, resulting in a jumbled or unreadable message for some recipients.
Creating overly complex HTML that triggers spam filters or loads slowly, impacting user experience.
Assuming all users will see the HTML version, leading to a lack of attention to plain text content.
Expert tips
For highly secure environments or specific B2B audiences, consider testing pure plain text campaigns.
Ensure links in your plain text version are full, clickable URLs, as text won't hyperlink.
Use clear, descriptive alternative text for images in your HTML to improve accessibility, which also helps the plain text context.
Review
Expert view
Expert from Email Geeks says the percentage of email viewed in HTML versus plain text will vary wildly by audience, and plain text often omits the tracking pixel so senders don't get the same feedback as from HTML emails.
2023-11-28 - Email Geeks
Expert view
Expert from Email Geeks says that statistically, there are no mail clients that do not support HTML, and any normal mail client will display the HTML version.
2023-11-28 - Email Geeks
Finding the balance for email success
While the exact percentage of emails viewed in plain text remains minuscule, typically below 1% for most general audiences, its importance for email deliverability cannot be overstated. The vast majority of recipients will see your HTML version, but the plain text component serves as a crucial fallback for older clients, accessibility tools, and strict security environments.
For email marketers, the takeaway is clear: optimize for HTML first, ensuring your designs are responsive, clean, and engaging. Simultaneously, dedicate effort to crafting a concise and accurate plain text version. This dual approach ensures your emails are not only visually appealing for most but also universally accessible and less likely to be blocked or blacklisted, ultimately maximizing your inbox placement and overall campaign success.
