We are living in the AI-driven digital era, and email still holds one of the most important places in digital marketing. The reason behind this is the reliability and professionalism of emails.
They are direct and can communicate the message well. However, there’s still a debate going on that you cannot ignore: HTML vs plain text emails. Which ones are right for your marketing campaigns?
This might sound less important, but it can have a huge impact on engagement, deliverability, and the overall performance of email marketing, including the interaction with the target audience.
In this post, we will see why HTML and plain text emails are still valuable in 2025.
Which Type of Emails Work Better in 2025 – HTML or Plain Text?
HTML Vs. Plain Text Emails – The Basics
HTML Emails – Abbreviated for Hypertext Markup Language, HTML is a code that allows customization in emails while giving full control over their structure and design.
HTML emails can be full of elements that make emails visually appealing and interactive, like images, links, buttons, colors, and more. With HTML emails, you can completely change the look and feel of your email while creating a design that resonates with your brand’s identity.
Plain Text Emails – As the name suggests, plain text emails lack any graphics, additional fonts, colors, and designs. Such emails contain no multimedia and links. They appear like a straightforward message to a friend.
HTML Vs. Plain Text Emails– The Engagement
HTML Emails – HTML emails offer an astonishing visual appeal with their colorful elements, like images, GIFs, videos, styling, and more. These aesthetics help businesses create their unique brand identity while delivering high engagement.
Plain Text Emails – Plain emails may not have that appealing touch, but they can feel more personal. Being simple and direct, these types of emails are still considered the best for one-to-one communication. In an age of over-stimulation, many people appreciate the straightforwardness.
HTML Vs. Plain Text Emails– The Deliverability
HTML Emails – Full of multimedia and interactive elements, HTML emails are heavy. Sometimes, they can trigger spam filters while affecting deliverability. Especially, the emails that are full of images and code.
Plain Text Emails – When it comes to deliverability, plain text emails win. Having only a simple text and a smaller size, these emails see better inbox placement. In 2025, with security and privacy concerns top of mind, plain text emails are a safer bet for hitting the inbox.
HTML Vs. Plain Text Emails – Mobile Friendliness
HTML Emails – We live on our phones. In 2025, it’s no different. Most people read emails on mobile devices. HTML emails can adapt with responsive design, but there’s always a risk that images or formatting won’t load properly.
Plain Text Emails – Plain text emails don’t have this problem. They display cleanly on any device, no matter how small the screen. That’s why many marketers still use plain text emails for urgent messages or important updates—they know their message will get through.
Brand Identity and Goals – Choosing the Right Approach
Your choice of email format should align with your brand and the goals of each campaign.
- HTML for visual storytelling: If you’re launching a new product, showcasing a sale, or telling a story with images, HTML is the way to go. It’s dynamic and engaging.
- Plain text for personal connection: If you’re nurturing leads, sending newsletters, or providing updates, plain text can help build trust and intimacy.
The Hybrid Approach: Best of Both Worlds
Many savvy marketers in 2025 have stopped thinking of this as an either/or choice. Instead, they’re using a hybrid approach, sending multipart emails that include both HTML and plain text versions.
This way, subscribers’ email clients can choose which version to display. Not only does this improve deliverability, but it also caters to different user preferences.
Data and Testing: Let the Numbers Guide You
Whether HTML or plain text, if you run your marketing campaign based on your assumptions, you will get nothing. Rather, employ data-driven strategies to fine-tune your campaigns and get the expected results.
If you’re trying to figure out whether HTML or plain text emails work best for your audience, A/B testing is your best bet. Send the same message in both formats to different groups and see which one gets more engagement.
Looking ahead to 2025, advanced AI-powered analytics tools are making testing even quicker and more accurate. Take advantage of these insights to refine your approach and make your campaigns even stronger.
Accessibility and Inclusivity
Another factor that can’t be ignored is accessibility. Not everyone experiences emails the same way. Some rely on screen readers or other assistive tech. HTML emails can be more challenging for these users if not coded properly.
Plain text emails, by default, are more accessible. In 2025, inclusivity isn’t a buzzword—it’s a must. If your HTML emails aren’t designed with accessibility in mind, you risk alienating part of your audience.
Trust and Authenticity
People are bombarded with marketing messages all day long. By 2025, authenticity has become a core value for consumers. Plain text emails can help foster this trust because they feel more like a genuine message from a human, not a slick ad.
That said, authenticity doesn’t mean plain text is always the answer. A beautifully designed HTML email can also feel authentic when it reflects your brand’s voice and doesn’t overdo the hard sell.
Final Thoughts: Don’t Let the Debate Hold You Back
The HTML vs. plain text email debate isn’t going away in 2025. But it shouldn’t be an obstacle. The real takeaway? Both formats have their place.
Focus on what’s best for your brand, your audience, and your message. Test, refine, and stay open to new ideas. Email marketing is still one of the most personal and powerful ways to connect, and whether you go plain or fancy, the key is making sure your message resonates.
