Let’s be honest, most people don’t think twice about the type of emails they send. But in a world where over 333 billion emails are sent every day, standing out in someone’s inbox is no easy task. So, how do you make sure your message actually gets read? That’s where plain text campaigns step in.

Forget flashy templates or image-heavy campaigns. Plain-text emails are back, proving that simplicity often wins. They’re faster to load, easier to access, and in many cases, more effective at driving action. You’ve probably read dozens without even noticing. Why? Because they feel more personal, more human.

In today’s digital age, audiences are overwhelmed with content from every direction. Visual overload can sometimes be counterproductive. A well-written plain text message can cut through the noise, providing clarity and focus. For brands and individuals looking to build trust and genuine engagement, plain text emails might just be the smartest communication choice.

So if you’ve ever wondered whether it’s time to strip things back, stick around. This guide will show you how to use plain text email in your strategy works, why they matter, and how to use them to your advantage.

What Is A Plain Text Email?

A plain text email is exactly what it sounds like: an email that consists solely of unformatted text. There are no images, no colours, no clickable buttons – just simple, readable content. Unlike HTML emails, which can be visually enhanced with fonts, colours, and layout designs, plain text emails are raw and minimal. Every recipient sees the same thing, no matter what device or email client they’re using.

This format is incredibly straightforward. When you send a plain text email, you’re ensuring compatibility across all platforms, from modern smartphones to outdated desktops. That consistency is powerful. It means you don’t have to worry about how the message will be rendered. It also means there’s very little chance of broken layouts, misplaced text, or images that fail to load.

Plain text emails are particularly popular for system-generated messages, such as password resets or alerts, but they’re also used in outreach and support communications. If the goal is to communicate clearly, without distraction or design, this format is a strong contender. Simplicity can be a strategic advantage.

The Resurgence Of Plain Text In 2025

In recent years, there’s been a noticeable shift back to authenticity in digital communication. Businesses are beginning to reject overly polished, heavily designed emails in favour of messages that feel more personal and trustworthy. In 2025, this trend is picking up speed. More companies are choosing plain text emails for certain campaigns, not just out of nostalgia, but because they work (and we’ll talk more about this below…).

One of the main drivers behind this shift is fatigue. People are overwhelmed by marketing noise, and anything that feels overly promotional is often ignored or deleted. A plain text email feels different. It mimics the tone and structure of a direct message from a colleague or friend. That personal feel increases engagement and encourages readers to respond.

The resurgence is also about performance. Marketers are experiencing higher open rates and click-through rates on plain-text emails, particularly in B2B settings. These emails are often more deliverable, more believable, and ultimately, more effective. They also feel less like marketing and more like genuine communication, which is exactly what many audiences are craving right now.

Accessibility Benefits Of Plain Text Email Formats

One of the most compelling reasons to use plain text emails is their accessibility. Because they contain no images, tables, or complex formatting, they’re inherently easier for screen readers and assistive technologies to interpret. This makes them a reliable choice for individuals with visual impairments or cognitive disabilities.

Moreover, emails using plain text load quickly, even on slow internet connections or older devices. That’s especially important in areas with limited connectivity or for users who are accessing their emails through basic mobile networks. The message is always delivered clearly, without the need for additional rendering or formatting.

Another overlooked benefit is consistency. When you send a plain text email, every recipient sees the same message. There’s no variation based on email client compatibility or browser support. This consistency can help prevent miscommunication and ensure everyone receives the same content, in the same format, every time. It’s a small but powerful way to be more inclusive in your digital communication.

Trust And Deliverability: The Power Of Simplicity

Deliverability is a huge concern in email marketing. It doesn’t matter how good your content is if it never makes it to the inbox. Plain text emails have an advantage here. Because they lack images, scripts, and other elements that can trigger spam filters, they often pass through more smoothly than HTML emails.

Recipients also tend to trust plain text more. These emails resemble the messages we exchange every day with colleagues, friends, and family. That familiarity builds trust, especially when the sender’s name and content align with the tone of a genuine conversation.

Furthermore, they’re less likely to be flagged as promotional or suspicious. They appear more neutral, reducing the chance that they’ll end up in the dreaded junk folder. For companies operating in sectors where compliance and professionalism are crucial, this is a significant benefit. Plain text can mean the difference between being read and being ignored.

Plain Text Vs HTML Emails: Pros And Cons

Choosing between plain text and HTML emails depends on your goals. Plain text emails are simple, fast, and universally compatible. They’re perfect for one-to-one communication, technical updates, or outreach emails where clarity is more important than design.

On the other hand, HTML emails allow for more branding. You can include logos, colour schemes, clickable buttons, and analytics tracking. This is great for newsletters, product launches, or promotions where visual impact is key.

However, HTML emails can suffer from poor rendering on some devices. They also take longer to load and are more likely to be filtered out by spam detectors. That’s why many marketers adopt a hybrid approach—using plain text for direct communications and HTML for campaigns that need a visual boost.

Ultimately, both formats have their place. The important thing is to match the format to the intent of your message and the expectations of your audience.

Writing Effective Plain Text Emails: Best Practices

Writing a good plain-text email is an art form. Without the crutch of design, your words need to carry the message completely. Start with a strong subject line—something that’s clear and gives the reader a reason to open. Avoid clickbait, and don’t over-promise.

Keep your paragraphs short. Dense blocks of text can be overwhelming. Instead, aim for one or two sentences per paragraph to improve readability. Personalisation is also key. Use the recipient’s name where appropriate, and write in a tone that feels human, not corporate.

Call-to-actions need to be clear. Since you can’t insert a button, use full URLs like “Visit our page at https://example.com.” Be sure to include a polite sign-off that reflects your brand’s personality. Whether formal or informal, consistency builds recognition and trust.

The more natural your email feels, the better it will perform. Think of it as writing a note to a colleague rather than designing a brochure.

How To Switch To Plain Text Without Losing Your Brand Voice

One concern companies often have is that switching to plain text will strip away their brand identity. But brand voice isn’t just about visuals—it’s also about tone, language, and consistency. You can express your identity through the way you write just as effectively as through colours and logos.

To maintain a strong brand presence in plain text emails, focus on your message. Use signature language and familiar phrases. Be consistent in your greeting and sign-off. Reinforce your tone, whether it’s warm and casual or formal and professional.

You can even emphasise key points through layout—using spacing and capital letters where needed. While you lose some control over appearance, you gain authenticity. The message becomes the star, not the formatting.

Remember that writing plain text emails is a chance to be heard without distraction. With the right writing style, they can be just as distinctive as any HTML design.

Common Misconceptions About Plain Text

There are several myths that discourage marketers from using plain text. One common belief is that they look unprofessional. This isn’t true when the email is well written. A neatly structured plain text email can feel more intentional and respectful than a bloated HTML one.

Another misconception is that you can’t track them. While open tracking may be limited, click-through tracking is still possible by tagging your URLs. If you’re focused on response rather than impressions, plain text can actually offer better clarity on user engagement.

People also think text-only emails are boring. But the truth is, content is what makes communication interesting. A plain text email with a compelling message will always outperform a glossy design that lacks substance.

Finally, some assume the plain text format is outdated. Yet more and more companies are turning back to this format for its simplicity, trustworthiness, and performance. It’s not a relic of the past – it’s a proven tool for the future.

Is Plain Text More Secure?

Security is another area where plain text emails shine. HTML emails can contain scripts, embedded elements, and tracking pixels, all of which can pose risks. Text-only emails, by contrast, have none of these vulnerabilities.

That makes them a safer option for sensitive content. If you’re sending account updates, financial details, or password resets, plain text adds an extra layer of protection. It reduces the chance of phishing attempts or malicious code being delivered to the recipient.

In fact, some secure email providers, like ProtonMail, recommend using plain text formats for privacy-first communication. The lack of embedded code or links means there’s less room for interference or exploitation.

For brands concerned with data protection laws like GDPR, plain text emails can also help ensure compliance. They offer transparency and reduce the risk of mishandling personal data.

Combining HTML And Plain Text: The Smart Hybrid Approach

Most modern email platforms allow you to send a message with both HTML and plain text versions. This is called a multi-part MIME format. The recipient’s email client decides which version to display based on its capabilities and settings.

Including a plain text fallback version is more than just a courtesy—it’s essential. It ensures your message is still readable if the HTML doesn’t render properly. It also improves deliverability, as some spam filters favour emails that include a plain text option.

Writing the plain text version manually, rather than relying on auto-generated ones, gives you control over tone and structure. It ensures the core message remains effective, even without design elements.

This hybrid approach offers flexibility and coverage. You get the branding power of HTML and the reliability of plain text in a single email.

Let’s Wrap It Up With Some Straight Talk

There’s a lot of noise in email marketing, but plain text emails offer clarity. They are trusted, simple to read, and less likely to be flagged as spam. For relationship-building, outreach, confirmations, and updates, plain text is often the better choice.

The idea that simplicity lacks effectiveness couldn’t be further from the truth. In reality, some of the highest-performing campaigns rely entirely on plain text. These messages land, get read, and often, get a reply.

So if you’re looking to boost deliverability, build trust, or just simplify your communication, plain text emails are well worth your attention. They’re efficient, effective, and incredibly human.

Need help putting together plain text campaigns that actually work? Let’s talk about how to make them part of your strategy.