‘Plain Text vs. HTML Emails: Which Is Better?’ – HubSpot
Niti Shah says, “In the world of email marketing, opens and clicks are everything, which means email marketers are always testing ways to improve these metrics. We’ll tweak subject lines, calls-to-action, images, headers, layout, link positioning, copy, length, tone, content … the list goes on and on.
Through all of this testing, there’s one hard truth we’ve discovered: Aside from proper list segmentation, nothing boosts opens and clicks as well as an old school, plain-text email.
Here’s how we came to that conclusion.
Beyond Deliverability
The (relatively) old debate of plain-text vs. HTML is mostly centered around email deliverability. We won’t be covering all of the deliverability best practices in this article, but it is important to have some context around that metric”.
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