In a sea of polished, image-heavy campaigns, a plain text email can stand out precisely because it looks personal. It reads like a note from a friend rather than a brand broadcast.

When should you use plain text email?

For personal-feeling messages, founder notes, transactional confirmations, and re-engagement. Plain text can also help deliverability, since it avoids image-heavy content that filters scrutinize.

Plain text vs. HTML email

HTML emails support design, images, and branding; plain text prioritizes authenticity and simplicity. Many senders test both, and some send multipart emails containing both versions.

Plain text best practices

Keep it genuinely simple, write conversationally, use a clear text link for your CTA, and make sure it still renders well across clients.