The Difference
A plain text email contains only text: no images, colors, fonts or buttons. Links appear as written-out web addresses. An HTML email uses code to add design: layouts, images, buttons, brand colors and formatted text.
Most email platforms send HTML emails with an automatic plain text version included behind the scenes, for email apps or readers that prefer it.
| Factor | Plain text | HTML |
|---|---|---|
| Design and branding | None | Full control |
| Feels like | A personal note | A designed publication or promotion |
| Images and buttons | Not supported | Supported |
| Click tracking | Limited | Full |
| Open tracking | Not possible | Possible, with privacy limits |
| Accessibility | Simple for screen readers | Good when built carefully |
| Rendering problems | Rare | Possible across email apps |
When Plain Text Works Best
- Personal notes from a founder, coach or creator.
- Short follow-ups and replies in a sales or onboarding sequence.
- Messages where you want replies, since plain emails feel like a conversation.
- Important account or policy updates where clarity matters most.
Plain text can feel more personal and less like marketing, which can help engagement for some audiences. It also avoids design problems entirely.
When HTML Works Best
- Product showcases where images sell the product.
- Newsletters with several sections and links.
- Promotions with buttons, prices and clear calls to action.
- Events with dates, locations and registration buttons.
- Brand-heavy businesses, such as fashion, food or design.
HTML also gives you better click tracking and more ways to guide readers, such as prominent buttons. See email call to action.
Deliverability
You'll often hear that plain text emails reach the inbox more reliably. Format can play a small part: very image-heavy HTML or broken code can cause problems.
But deliverability depends far more on your sender reputation, authentication, list quality and engagement than on format. A clean, well-coded HTML email from a trusted sender will reach the inbox. See email deliverability.
The Hybrid Approach
Many senders use a middle ground: lightly designed HTML. It looks almost like plain text, with a simple header or logo, readable fonts, one or two links styled as text or a simple button and minimal images.
This keeps the personal feel of plain text while gaining tracking and a clickable button. It's a good default for newsletters from individuals and small businesses.
How to Decide
- Consider the message. Is it a personal note or a showcase?
- Consider your audience. Do they expect a designed newsletter or a letter from a person?
- Consider your goal. Replies favor plain text; clicks to products favor HTML.
- Test both. Send the same message in two formats and compare clicks and replies. See A/B testing emails.
Formats in AWeber
AWeber's drag-and-drop editor creates responsive HTML emails, with templates ranging from fully designed to minimal. You can also write plain text messages. Either way, sending from an authenticated domain matters more for deliverability than the format you choose.
See AWeber templates and email design best practices.
Design rich HTML newsletters or simple personal notes with AWeber, starting on the free plan.
Plain Text vs HTML FAQs
Is plain text email better than HTML?
Not always. Plain text suits personal notes; HTML suits newsletters and promotions.
Do plain text emails have better deliverability?
Format plays a small role. Sender reputation, authentication and list quality matter far more.
Can you track opens in plain text emails?
No. Open tracking requires HTML, and even then privacy features limit accuracy.
What is a hybrid email?
A lightly designed HTML email that looks almost like plain text but supports buttons and tracking.