What Is Plain Text Email?

This article will explore what plain text email is, why it still matters, when to use it, and how you can help your clients leverage this surprisingly effective communication tool. Let’s strip away the frills and get to the core of plain text.

Understanding Plain Text Email: The Bare Essentials

Before we discuss the “why” and “how,” let’s make sure we all agree on what a plain text email is.

What Exactly Is a Plain Text Email?

A plain text email is exactly what its name suggests: an email composed of nothing but unformatted text characters. Think of it like a basic .txt file you might create in Notepad (on Windows) or TextEdit (on Mac).

Here’s what plain text emails don’t have:

No formatting options like bold, italics, underlining, or different text colors.
No ability to change font styles or sizes.
No embedded images, GIFs, or videos.
No hyperlinks that display custom text (you see the full URL).
No complex layouts with columns or styled backgrounds.

It’s email in its simplest, most fundamental form – just characters on a screen.

The Technical Side: How Plain Text Differs from HTML Email

When you receive a visually rich email with branding, images, and styled links, you’re looking at an HTML email. HTML (HyperText Markup Language) is the same language used to build web pages. It allows for all the formatting and media that plain text lacks.

Plain text emails, on the other hand, use basic character sets (like ASCII or UTF-8) without any structural or styling markup.

Interestingly, most modern email marketing platforms don’t force an “either/or” choice. They use a clever system called Multipart MIME (Multipurpose Internet Mail Extensions). This standard (defined in RFC 1341, for the technically curious) allows an email message to contain multiple versions of its content within a single send. Typically, this means an email will carry both an HTML version and a plain text version. The recipient’s email client then decides which version to display based on its capabilities or the user’s preferences.

A Brief History: Why Plain Text Was the Original (And Still Matters)

In the early days of the internet and email, all emails were plain text. The technology simply didn’t support anything more complex. As internet speeds increased and email clients became more sophisticated, HTML email emerged, offering exciting new possibilities for marketers and communicators.

However, plain text never truly went away. The need for a fallback for email clients that couldn’t render HTML, or for users who preferred simpler messages, ensured its survival. And as we’ll see, its role today extends far beyond just being a “fallback.”

A plain text email consists solely of unformatted characters, lacking any styling, images, or rich media found in HTML emails. Technically, most modern emails are sent using Multipart MIME, which includes both an HTML and a plain text version, allowing the recipient’s email client to choose the best one to display. Plain text was the original email format and remains relevant for several important reasons.

Why Use Plain Text Emails? Key Advantages for Your Clients

While HTML emails offer visual richness, plain text emails (or at least, well-crafted plain text versions of HTML emails) provide several distinct advantages that can benefit your clients’ email marketing efforts.

Enhanced Deliverability

This is a big one. Sometimes, simpler is better for getting past spam filters.

Bypassing Certain Spam Filters: Some aggressive spam filters can be wary of overly complex HTML, emails with too many images and not enough text (a common spammer tactic), or emails with broken HTML code. A clean plain text version, or a plain text only email, can sometimes navigate these filters more effectively.
Reaching All Email Clients and Devices: Not all email clients are created equal. Older email clients, some mobile email apps, text-based email readers, wearable devices like smartwatches, and even certain corporate email systems with strict security might not render HTML emails correctly or at all. In these cases, the plain text version is crucial for the message to be seen.

Improved Accessibility

Accessibility ensures that people with disabilities can perceive, understand, navigate, and interact with digital content. Plain text excels here.

Easier for Screen Readers: Screen reader software, used by individuals with visual impairments, can navigate and read plain text content very efficiently and accurately. Complex HTML layouts can sometimes confuse screen readers if not coded with accessibility best practices (like ARIA tags).
Simpler for Users with Certain Disabilities: For users with some visual impairments (who might use custom stylesheets to view emails) or cognitive disabilities, the simplicity of plain text can make emails much easier to read and comprehend without the distraction of complex formatting or imagery.

Faster Loading Times

In an age of dwindling attention spans, speed matters.

Quick to Load, Even on Slow Connections: Plain text emails are incredibly lightweight because they contain no images or heavy code. This means they load almost instantly, even on slow internet connections or basic mobile devices. This is a significant advantage when reaching audiences in areas with poor connectivity.

Increased Readability (For Some Audiences/Messages)

Sometimes, the lack of formatting is actually a strength.

Focus on the Message, No Distractions: Without images, colors, or fancy fonts, the reader’s attention is solely on the text content. This can be highly effective for messages where the information itself is paramount.
Can Appear More Personal or Direct: Plain text emails often resemble a personal, one-to-one message rather than a mass marketing broadcast. This can lead to higher engagement for certain types of communication, like direct outreach, follow-ups, or important announcements that need to feel serious and direct.

Simplicity in Creation and Testing (If Sending Plain Text Only)

If a client decides to send a campaign only in plain text (which is rare for marketing but can be useful for specific communications):

No Complex Coding or Design Needed: Writing a plain text email is as simple as typing. There’s no need for HTML coding, CSS styling, or graphic design.
Testing is Simpler: You’re primarily testing the clarity of the copy and the functionality of any links.

However, it’s important to note that most modern email platforms automatically generate a plain text version from the HTML email. The focus then shifts to ensuring this auto-generated version is well-formatted and readable.

Reaching “Plain Text Only” Subscribers

A small but significant portion of email users actively set their email client preferences to receive only plain text emails. If a client doesn’t provide a plain text version, these subscribers might receive a poorly rendered or unreadable message.

Plain text emails or versions offer key advantages like enhanced deliverability by navigating spam filters more easily and reaching all email clients. They provide improved accessibility for users with disabilities, load faster on slow connections, and can increase readability by focusing on the message. For certain communications, they can appear more personal. While most platforms auto-generate plain text from HTML, understanding these benefits is crucial.

Plain Text vs. HTML Emails: Making the Right Choice

So, when should your clients use HTML, and when might plain text be the better option? Or is it always a combination?

When HTML Emails Shine

HTML emails are the workhorses of modern email marketing for good reasons:

Branding and Visual Appeal: They allow for consistent branding with logos, colors, and custom fonts, creating a professional and recognizable look.
Rich Media and Product Showcases: Essential for e-commerce (like WooCommerce stores). HTML allows for displaying product images, descriptions, and pricing in an engaging way.
Detailed Tracking: Pixel-based open tracking (though becoming less reliable due to privacy changes like Apple’s MPP) and visual click maps showing where users clicked are primarily HTML features.
Complex Layouts and Styled Calls-to-Action: Designing visually distinct sections, using columns, and creating attractive CTA buttons are all possible with HTML.

When Plain Text Emails (or Strong Plain Text Versions) Are Preferable

There are scenarios where sending a plain text only email, or ensuring the plain text version of an HTML email is excellent, is highly beneficial:

High-Deliverability Transactional Emails: For critical messages like password resets, order confirmations (though these often have some HTML for branding), or important security alerts, ensuring they get through is paramount. A simple plain text format (or a very clean HTML with a perfect plain text counterpart) can maximize deliverability.
Personal Outreach or Direct Communication Style: If the goal is to make an email feel like a personal note from an individual rather than a marketing message from a company, plain text can be very effective.
Audiences with Known Accessibility Needs or Technical Limitations: If a client serves an audience known to heavily rely on screen readers or live in areas with very poor internet, prioritizing plain text makes sense.
Testing to Boost Engagement: Sometimes, for specific campaigns or audience segments, a plain text email might surprisingly outperform a heavily designed HTML email in terms of clicks or conversions. It’s worth testing.
Supplementing Every HTML Email (The Multipart MIME Standard): This is the most common and recommended approach. Every HTML email sent should always include a well-formatted plain text alternative. This ensures that all recipients can access the message content, regardless of their email client or preferences.

The Power of Multipart MIME: The Best of Both Worlds

As mentioned earlier, Multipart MIME is the standard that allows both HTML and plain text versions to travel together. The recipient’s email client then intelligently chooses which version to display.

If the email client supports HTML and the user has it enabled, it will typically show the HTML version.
If the email client doesn’t support HTML, or the user has set a preference for plain text, it will display the plain text version.

This is why it’s crucial that the auto-generated plain text version is not an afterthought. Email marketing platforms, including those integrated within WordPress like Send by Elementor, usually handle the creation of the plain text version automatically when you design an HTML email. A good platform will generate a clean, readable plain text version. Some may even offer the ability to view and edit this auto-generated plain text version, giving web creators more control to ensure it’s optimized.

A/B Testing Plain Text vs. HTML

For clients unsure about which format to use for certain campaigns, A/B testing can provide valuable insights.

Create two versions of the same email: one HTML, one plain text only.
Send each version to a different segment of the list.
Compare metrics like open rates (though less reliable for plain text as it doesn’t typically use tracking pixels), click-through rates (on full URLs), and conversion rates.
The results can help determine if plain text is a viable option for specific types of messages or audiences.

HTML emails excel for branding, rich media, and detailed tracking. Plain text is often preferred for critical transactional emails, a personal communication style, or when accessibility and deliverability are paramount. The best approach for most marketing emails is using Multipart MIME to send both an HTML and a well-crafted plain text version. Email platforms, like those integrated with WordPress such as Send by Elementor, should ideally provide good auto-generation and possibly editing capabilities for this plain text part. A/B testing can reveal audience preferences.

Best Practices for Crafting Effective Plain Text Emails

Even though plain text lacks HTML’s styling capabilities, you can still create effective and readable messages. This is especially important when reviewing or editing the auto-generated plain text version of an HTML email.

Formatting for Readability (Even Without HTML)

Structure is key when you don’t have visual aids.

Use Whitespace Strategically:
- Keep paragraphs short (2-4 sentences).
- Use double line breaks between paragraphs to create clear separation.
- Use single line breaks for items in a list.
Employ Simple Text-Based Emphasis or Separation:
- Asterisks: *Important Note* or *** for a separator.
- Hyphens/Dashes: — Section Break — or to create bullet-like lists (- Item 1).
- Underscores: _This is key_ (though less common for emphasis than asterisks).
- Equals signs: === HEADING ===
Use All Caps Sparingly: Can be used for short headings, but avoid large blocks of all-caps text as it’s hard to read.
Clear Calls to Action: Since you can’t use fancy buttons, make your text CTAs very clear (e.g., “To learn more, visit this link now: [full URL]”).

Writing Clear and Concise Copy

Without visuals, your words have to do all the heavy lifting.

Focus on the Core Message: Get straight to the point. Eliminate fluff.
Be Direct and Action-Oriented: Clearly state what you want the reader to know or do.
Ensure Every Word Counts: Since there are no images or design to carry the message, the text must be highly effective on its own.

Handling Links

Links in plain text are displayed as full URLs.

Use Full URLs: They must start with http:// or https:// for most email clients to automatically make them clickable.
Keep URLs Relatively Short and Clean: Long, complex URLs with many parameters can look messy and intimidating. If necessary, use a URL shortener from a reputable service, but be aware that some spam filters are wary of generic shorteners. Custom shorteners are better.
Clearly Label Links: Don’t just paste a URL. Introduce it contextually.
- Example: “You can find our latest blog post here: https://yourclient.com/blog/latest-post“
- Avoid: “Click here: https://yourclient.com/blog/latest-post” (The “click here” is redundant in plain text where the URL itself is the clickable element if rendered correctly.)

Testing Your Plain Text Emails

Always test, even for plain text.

Send Tests to Various Email Clients: Check how the plain text version looks in Outlook, Gmail (web and app), Apple Mail, and on different mobile devices.
Check How Links Render and Work: Ensure all URLs are active and direct to the correct page.
Review on Different Screen Sizes: While plain text reflows easily, ensure line breaks and formatting still make sense on narrower screens.

Ensuring Your Email Platform Supports Plain Text Properly

The email marketing tool your client uses should handle plain text effectively as part of the Multipart MIME standard.

Ability to View/Edit the Auto-Generated Plain Text Version: When an HTML email is created, the platform will generate a plain text version. It’s highly beneficial if a platform, such as one integrated with WordPress like Send by Elementor, lets you easily preview this auto-generated plain text content. Even better is the ability to edit it. This gives you control to clean up any awkward line breaks or formatting that the automated process might produce, ensuring the plain text version is as clear and readable as possible.
Option to Send Plain Text Only Campaigns (If Needed): While less common for general marketing, some situations might call for a plain text only email. The platform should support this.
Proper Multipart MIME Construction: The platform must correctly assemble the Multipart MIME message so email clients can properly choose and display the intended version. Reputable systems usually handle this well.

Create readable plain text emails by effectively using whitespace, employing simple text-based formatting for emphasis and structure, and writing clear, concise copy. Handle links by displaying full, clickable URLs with context. Always test plain text versions across different email clients. Ensure your client’s email platform, like Send by Elementor might, properly generates and allows for review (and ideally editing) of the plain text part of Multipart MIME emails.

The Web Creator’s Role in Plain Text Email Strategy

As a web creator, you can guide your clients to make the most of plain text email, ensuring it complements their overall communication strategy.

Educating Clients on the Value of Plain Text Versions

Many clients might be focused solely on the visual appeal of HTML emails and overlook the importance of the plain text alternative.

Explain the benefits: deliverability, accessibility, and reaching all subscribers.
Clarify that it’s not about replacing HTML (usually), but about providing an essential companion to it.
Show them examples of good plain text formatting.

Ensuring Email Tools Generate Quality Plain Text

Help clients evaluate their current email platform or choose a new one.

Guide them on checking how their platform handles plain text generation. For example, if they use an integrated solution like Send by Elementor, investigate its features for plain text. Does it provide a clean automatic conversion? Can the web creator or client easily access and tweak the plain text version if the automatic output isn’t perfect? This level of control ensures the fallback is always optimized.
Advise on looking for platforms that allow previewing and editing the plain text version that accompanies HTML emails.

Designing HTML Emails with Plain Text in Mind

While the email platform typically auto-generates the plain text version, the structure of the HTML email can sometimes influence how well this conversion happens.

Encourage logical content flow in HTML designs (e.g., reading order).
Ensure all important information in images (like CTAs or headlines) is also present as actual text in the HTML body, which will then be carried over to the plain text version. Alt text for images is crucial for HTML accessibility and can also inform the plain text content.

Implementing A/B Tests (HTML vs. Plain Text)

For clients open to experimentation, help them design and run A/B tests.

Set up tests comparing a full HTML email against a plain text only version for specific types of campaigns (e.g., a personal appeal from the CEO, a simple update).
Track CTR (on full URLs in plain text) and conversion rates to see if plain text yields surprising results for certain messages or segments.

Advising on When to Use Plain Text Exclusively

Guide clients on specific scenarios where a plain text-only email might be the most strategic choice:

Critical system alerts where deliverability is the absolute top priority.
Highly personal follow-up messages.
Internal company communications where simplicity and speed are key.

Web creators can educate clients on plain text’s value, help them ensure their email tools (like potentially Send by Elementor with its WordPress integration) generate quality plain text versions, design HTML with plain text conversion in mind, implement A/B tests, and advise on when plain text-only emails are appropriate.

Conclusion: Plain Text – A Timeless Tool in Your Email Arsenal

In the sophisticated landscape of digital marketing, plain text email is a simple, reliable, and often underestimated tool. While it may lack the visual flair of its HTML counterpart, its strengths in deliverability, accessibility, and ability to convey a direct, personal tone make it an indispensable part of a comprehensive email strategy.

For web creators, understanding the nuances of plain text email means you can offer more holistic advice to your clients. It’s rarely an “either/or” decision against HTML. Thanks to Multipart MIME, it’s most often a “both/and” scenario, where a well-crafted plain text version acts as the essential companion to every HTML email sent.

By guiding your clients to value and optimize this plain text component—and by ensuring their chosen email tools, perhaps an integrated WordPress solution like Send by Elementor, handle it effectively—you empower them to reach every subscriber, every time, with a clear and accessible message. Plain text isn’t outdated; it’s foundational.

What is Plain Text Email?