Which one to choose — Plain text vs HTML emails ?

Plain text or HTML email template? Which executes better? Which creates
more leads and provides superior conversion rates?
Well this is a debate which has been going on for more than a decade. But the
Professionals are not able to reach any consensus. Many swearing happening on
both the sides. Each has its own fan base. Each approach has its own pros as
well as cons. None of both is perfect.
First let us understand
What are Plain Text and HTML emails?:

Plain Text Emails: As the name suggests, plain text emails are just assigning of
text that you get in your email box. There is no formatting, media, images, CTA
buttons, links, or tracking. So, in simple words, Plain means plain, nothing else is
there.
HTML Emails: HTML stands for Hyper Text Mark-up Language. These emails
are rich in decorative, interactive and media elements. You can find almost
everything from animated gifs to beautiful call-to-action buttons. These emails
include HTML mark-up and CSS styles that look like a standard web page or
digital flyer.
When is email by HTML better?
It is impossible to give result on which one is better, as the effectiveness of emails
depends on many factors. You are better off sending an HTML email when the
email is going from your company to your receiver. This is a general rule which can
be kept in mind while sending the mail. But when an individual is sending an email
to its customer, it is always preferred to be in plain text email. While sending
promotional emails for promoting a particular product on your website, you should
always send HTML. As it is only possible with HTML emails to provide best
visuals of product what are you promoting. Additionally, when you want to track
open rates which is almost always an important metric, you need send HTML
emails.

Then… When is plain text email better?

When it comes to personalized conversation or you want to add a personal touch to
the mail, the off course plain text mails are the best. The email appears to be
fabricated, non-personalised, and too promotional when it contains templates,
layout, pictures, videos, etc. A promotional email is best when it is HTML, but once
correspondence has started with a customer, plain text is the best route to go.
How does this affect your marketing strategy?
You can receive and view emails in both HTML and Plain-Text formats.
Depending on the email client or particular settings your receiver is using, an
HTML campaign may or may not be able to be displayed. Your receiver will be
able to view the mail with images, text and design you might have chosen provided
HTML is recognized.
If HTML is recognized, your recipient will see the campaign with images, text, and
designs you may have chosen when you created your campaign. But what if for
example when the recipient is opening the email on a mobile phone where HTML
is not recognized, in such scenario it is important to have a plain text version as well
so that an email client can default to it.

Remember that plain text emails are not as easily trackable. We also recommend
you try to limit the characters in the length of the URL – not only will it look sloppy
when not masked by a title, but anything over 80 characters will cause the URL to
break.
But now the main question...

Which one is better?

Lets check both of them of few crucial parameters:
1. Deliverability
It is believed that Plain text emails has upper hand when it comes to deliverability.
But it is not totally correct. Deliverability depends upon reputation of the sender
and not on the type of email.
2. Plain text emails go to Inbox
There are high chances of a email with plain text will be delivered to the Inbox
are high. This happens so, as email clients judge by the images and links to
decide where email should land – the Inbox or Promotional folder.
3. Email Open rate
Mass Emails in both the formats have equal opportunity of ending in
Promotional folder, in case your subscriber uses this feature by Gmail, both
email formats have fair chances to get open. Apart from this the will not be able
to know whether the email is in plain text or HTML format.
However, with some Email Service Providers, one cannot measure OR for plain
text emails. It is possible to track this metric only for HTML emails.
4. User preferences vary.
Some users might like the graphic attraction created by HTML while others
might be strongly in favour of text mails. So, the preference of users vary.
Studies conducted have shown that plain text emails are as effective as HTML
emails.
5. Ease Of Use
Ease of using in email marketing is the must prerequisite to maintain quality of
emails. This will also ensure that your emails are read by people with different
abilities not withstanding any of their impairment.
6. User engagement
Fascinating text helps you to convince and engage user to buy from you. But the
imagery HTML does improves click to open rate(CTOR)
This is so because HTML emails allows to embed photos, videos, noticeable
call-to-action buttons, timers, interactive elements and even elements of
gamification.
7. Email forming process
Some might think that its easier to build plain text as it does not contain neither
any images nor videos. No formatting allowed.
But now one can build enticing HTML emails easily even if one lacks coding
skills.
The email service provider is supposed to provide with a drag-n-drop editor
which will help in crafting HTML emails effortlessly.
Last Thought:
Plain text emails are only plain text which are less time-consuming, easy to
comprehend and free from all distractions. They give more personal touch and
create a sense of individuality. While on the other side, HTML emails are
attractive, dynamic and way more interactive. HTML can be made personalised
and present a more professional look.
Next time when creating a marketing campaign and wasting time on deciding
plain text vs HTML emails, keep in mind that both the formats have their
benefits and combination of them would give you what you want.
Never forget, to test and keep testing. The answer to the question lies in your
data collected and analytics. As ever user is different…