When and How to Use Plain Text Email
Creating effective, great-looking HTML emails can be tricky, given today’s rendering challenges and many considerations like dark mode and accessibility. So, it’s understandable that many marketers long to return to the days of plain text emails as a simpler alternative. There’s a nostalgia around these emails, as they take us back to an easier time when writing an email was just that—writing, and nothing else.
However, often this nostalgia tips over into romanticizing the effectiveness of this form of email, which has been largely supplanted by HTML emails for lots of good reasons, including performance. By far, B2B marketers are the most susceptible to being seduced by the allure of plain text emails. So, let’s discuss when these emails are appropriate and some design best practices…
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