HTML vs. Plain Text: Best Format for Deliverability
When deciding between HTML and plain text emails for your campaigns, here's the bottom line: plain text emails are better for deliverability, while HTML emails excel in visual design and engagement tracking.
- Plain text emails: Simple, lightweight, and personal. They load instantly, work across all devices, and are less likely to trigger spam filters. Best for cold outreach or time-sensitive communication.
- HTML emails: Eye-catching with images, buttons, and branding. Ideal for newsletters, promotions, or engaging existing customers. However, they face more spam filter scrutiny and may not display consistently across all platforms.
Key takeaway: For cold outreach, stick to plain text for better inbox placement. Use HTML sparingly for campaigns targeting existing contacts where design matters.
Quick Comparison
| Factor | HTML Emails | Plain Text Emails |
|---|---|---|
| Deliverability | Lower due to spam triggers | Higher with fewer issues |
| Visual Appeal | High with branding and design | Minimal, focuses on content |
| Loading Speed | Slower due to images and code | Instant across all devices |
| Device Compatibility | Variable, may break on older systems | Universal across all platforms |
| Tracking | Advanced (opens, clicks, etc.) | Limited to basic link clicks |
For better results, pair your email format with a strong infrastructure. Tools like Mailforge handle technical tasks like domain authentication and sender reputation, ensuring your emails reach the inbox.
HTML Emails: Features, Benefits, and Deliverability Issues
Key Features of HTML Emails
HTML emails allow you to create visually appealing messages that align with your brand. You can use company colors, custom fonts, logos, and layouts designed to match your website's look and feel.
They also offer interactive elements like clickable buttons, hyperlinked images, embedded forms, and even multimedia content such as GIFs or videos. These features encourage engagement and provide multiple ways for recipients to interact with your message.
Another advantage is advanced tracking capabilities. HTML emails can include pixel tracking to monitor when recipients open your email and what links they click. This data helps you measure engagement and refine your future campaigns for better results.
Personalization is another strength. HTML emails allow you to tailor content dynamically, showing different sections to different recipients. For example, you could include personalized product recommendations, location-based offers, or content relevant to a specific industry - all within the same email template.
Deliverability Problems with HTML Emails
Despite their benefits, HTML emails can face deliverability hurdles. One major issue is spam filters. Email providers use advanced algorithms to analyze HTML code, and overly complex formatting can raise red flags, causing your email to land in the spam folder.
Image-heavy emails come with their own set of challenges. Large file sizes can slow loading times, and many email clients block images by default for security reasons. If your visuals don’t load properly, recipients might see broken placeholders, which can dilute your message. Additionally, emails with too many images and not enough text are often flagged as promotional content.
Another issue is inconsistent display across email clients. Some platforms may strip out certain HTML or CSS elements, which can disrupt your carefully designed layout and harm the professionalism of your message.
Authentication problems can also arise. HTML emails often include external links or resources, such as tracking pixels from third parties. Email providers may view these as suspicious, increasing the likelihood that your message will be blocked or quarantined.
When to Use HTML Emails
Because of these challenges, HTML emails should be used strategically. They’re most effective when sent to recipients who already have a relationship with your brand. For example, newsletters and promotional emails sent to existing contacts benefit from HTML’s rich visuals, as these recipients are less likely to mark your emails as spam.
HTML emails are particularly useful for product announcements and promotional campaigns aimed at current customers. Whether you’re showcasing new features, presenting a product catalog, or announcing a sale, the visual elements make your message more engaging and easier to understand.
Event invitations and webinar registrations are another good fit for HTML emails. The structured layout makes it easy to highlight key details like dates, times, and registration buttons, helping recipients quickly find the information they need.
However, for cold outreach campaigns - where you’re contacting prospects for the first time - it’s better to stick with plain text emails. Without an established relationship, the deliverability challenges of HTML emails can reduce your chances of reaching the inbox, making plain text a safer and more effective choice.
Plain Text Emails: Simple, Reliable, and Better Deliverability
Core Features of Plain Text Emails
Plain text emails focus entirely on the message, cutting out all the bells and whistles. There’s no formatting, no images, and no interactive elements - just straightforward, unformatted text that gets right to the point. This no-frills approach is what makes them so effective.
One of their biggest strengths is universal compatibility. Whether your recipient is using Gmail, Outlook, a mobile app, or an older email system, the email will look exactly the same. No broken layouts, no missing fonts - just a consistent experience across the board. This reliability, combined with a conversational tone, makes plain text emails feel more personal, like a one-on-one conversation rather than a generic marketing blast. That personal touch can go a long way in building trust.
Another major plus? Speed. Plain text emails load instantly, regardless of the device or internet connection, because there are no images or external files to slow things down.
Deliverability Benefits of Plain Text Emails
When it comes to reaching the inbox, plain text emails have a clear edge. They tend to achieve higher inbox placement rates because they’re less likely to set off spam filters. Unlike HTML emails, plain text doesn’t contain the elements that often raise red flags - like tracking pixels, external image links, or complex code.
The consistent rendering of plain text emails across all platforms also plays a key role in maintaining your sender reputation. With no risk of distorted layouts or missing elements, your message stays intact, ensuring a professional impression every time.
Their low risk profile further boosts deliverability. Since plain text emails lack the flashy features that might get flagged or blocked, they have a smoother path to the recipient's inbox.
When to Use Plain Text Emails
With all these advantages, plain text emails shine in certain scenarios. For example, they’re ideal for cold outreach campaigns, where the priority is getting into the inbox and building credibility with new contacts.
They’re also a smart choice for B2B communication with senior executives. High-level decision-makers often prefer direct, concise messages that respect their time and avoid unnecessary fluff.
In follow-up sequences for cold email campaigns, sticking with plain text ensures consistency. This not only reinforces the personal tone but also safeguards deliverability throughout the process.
Plain text emails are particularly effective for time-sensitive communications. Whether you’re sending a follow-up on an important proposal or responding to an urgent inquiry, their instant loading and reliable delivery make them the perfect choice.
If you’re using Mailforge’s shared infrastructure for cold email campaigns, plain text emails can help you make the most of it. The combination of Mailforge’s clean infrastructure with the simplicity of plain text maximizes your chances of landing in the inbox and keeping your outreach efforts on track.
HTML vs. Plain Text: Side-by-Side Comparison
Comparison Table: HTML vs. Plain Text
Choosing between HTML and plain text for your cold email campaigns can significantly impact your results. To help you decide, here's a breakdown of how these two formats compare across essential factors:
| Factor | HTML Emails | Plain Text Emails |
|---|---|---|
| Deliverability | Lower inbox placement rates due to spam filter triggers | Higher inbox placement rates with fewer spam filter issues |
| Spam Filter Risk | High - tracking pixels, images, and code raise red flags | Low - minimal elements to trigger filters |
| Loading Speed | Slower due to images and external resources | Instant loading across all devices |
| Device Compatibility | Variable - may break on older systems or mobile | Universal compatibility across all platforms |
| Visual Appeal | High - branded designs, colors, and layouts | Minimal - relies on content quality |
| Tracking Capabilities | Comprehensive - opens, clicks, time spent | Limited - primarily click tracking through links |
| Personalization | Advanced - dynamic content and conditional blocks | Basic - text-based personalization only |
| File Size | Larger - typically 50-200KB with images | Smaller - usually under 10KB |
| Sender Reputation Impact | Higher risk if emails don't render properly | Lower risk with consistent delivery |
| Cost Efficiency | Higher - requires design resources and testing | Lower - minimal creation and maintenance costs |
Key Takeaways from the Comparison
Looking at these metrics, it’s clear that the choice between HTML and plain text emails depends on your campaign goals and resources. If deliverability is your top priority, plain text emails are the safer bet. They bypass many spam filter triggers, ensuring your message lands directly in the recipient’s inbox.
On the other hand, HTML emails shine when visual appeal and engagement tracking are critical. They’re ideal for campaigns targeting existing customers or showcasing products where design and detailed engagement metrics matter more than inbox placement rates.
Another factor to consider is the resource investment. HTML emails require a team with design expertise, rigorous testing for compatibility, and ongoing maintenance. In contrast, plain text emails are quick to create, easy to manage, and perfect for high-volume cold outreach campaigns.
Finally, HTML emails face stricter scrutiny from spam filters, especially for elements like code structure, image-to-text ratios, and tracking links. This makes plain text emails a more reliable choice for ensuring consistent delivery to your audience.
For cold outreach, using plain text emails through platforms like Mailforge ensures better deliverability and helps you get the most out of your efforts.
Choosing the Right Format for Your Cold Email Campaign
Factors to Consider When Choosing an Email Format
Your campaign's goals should guide your choice of email format. If inbox placement is your top priority, plain text emails are your best bet. They tend to have higher deliverability rates. On the other hand, if your campaign focuses on visual appeal or requires detailed metrics for engagement tracking, HTML emails might be worth the trade-off in deliverability. For example, HTML is ideal for showcasing products or creating visually engaging content.
Audience expectations are another critical factor. B2B professionals in industries like finance, legal, or consulting often prefer plain text emails. These straightforward messages feel more professional and authentic to them, whereas heavily designed emails can come across as overly salesy. Meanwhile, audiences in marketing, design, or e-commerce typically expect polished and branded emails that align with their creative or consumer-focused fields.
Your sending volume and frequency also play a role. If you're running large-scale outreach campaigns, plain text emails are less likely to trigger spam filters, making them a safer option. For high-volume campaigns, even a small improvement in deliverability can result in hundreds more prospects seeing your message.
Additionally, consider your technical resources. HTML emails require ongoing design, testing across email clients, and regular updates to stay compatible. If your team doesn’t have the bandwidth for this, plain text emails can save time and cut costs, allowing you to focus on crafting compelling content instead.
Lastly, industry regulations may influence your decision. Sectors like healthcare, finance, or legal services often have strict communication rules that favor clear, simple messaging. Plain text emails naturally align with these professional standards and are often the safer choice.
Platforms like Mailforge can simplify the setup process for either format, ensuring your emails are optimized for deliverability. Once you've chosen your format, applying best practices will help maximize your chances of reaching your audience.
Best Practices for Better Deliverability
After deciding on the right format, follow these strategies to improve your email deliverability.
- Authentication setup: Ensure your SPF, DKIM, and DMARC records are properly configured. These protocols verify that you're authorized to send emails from your domain, significantly boosting your chances of landing in the inbox.
- Warm up your domains and mailboxes: Gradually increase your sending volume over several weeks before launching your full campaign. This step builds a positive sender reputation with email providers. Automated tools can handle this process efficiently.
- Monitor sender reputation: Keep an eye on bounce rates, spam complaints, and engagement metrics. Remove invalid email addresses immediately, and honor unsubscribe requests to maintain a clean reputation. A single poorly performing domain can hurt your entire sending infrastructure.
- Optimize your content: Tailor your approach depending on the format. For plain text emails, use natural, conversational language and avoid spammy elements like excessive capitalization or phrases like "act now." For HTML emails, maintain a balanced text-to-image ratio and avoid embedding large images that could slow loading times.
- Maintain list hygiene: Regularly verify email addresses before adding them to your campaigns. Segment your lists based on engagement levels to avoid sending emails to inactive or invalid addresses, which can harm your reputation.
- Timing and frequency: Spread your email sends throughout the day rather than sending them all at once. This staggered approach looks more natural to spam filters and reduces the risk of being flagged as bulk mail.
If you're using a shared platform like Mailforge, you’ll benefit from collective reputation management. These platforms often handle technical tasks like IP warming, DNS management, and reputation monitoring, giving you enterprise-level deliverability without the hassle of managing everything yourself.
Improving Deliverability with Mailforge
When it comes to cold email campaigns, whether you're using HTML or plain text, having a strong infrastructure is key to success. Managing domains, mailboxes, and configurations manually can quickly become overwhelming, especially as your campaigns grow. That’s where Mailforge steps in, offering a shared infrastructure solution that simplifies the process. Let’s take a closer look at how Mailforge helps tackle these challenges.
Mailforge's Tools for Cold Email Success
Mailforge takes the guesswork out of the technical side of cold email campaigns by handling the critical infrastructure that directly impacts deliverability. For example, its automated DNS setup makes configuring SPF, DKIM, and DMARC records effortless. Instead of spending hours troubleshooting or waiting on IT support, you can have your domains authenticated and ready to go in just minutes.
The bulk DNS updates feature is a game-changer for anyone managing multiple domains across various campaigns. Whether you need to update authentication records or tweak DNS settings for dozens of domains, Mailforge allows you to make changes across all of them at once, saving time and reducing errors.
With SSL and domain masking, Mailforge boosts both the professionalism and security of your campaigns. This feature ensures your tracking links and landing pages are branded and secure, protecting your domain reputation while building trust with recipients. Instead of generic tracking domains that might raise eyebrows, your audience sees branded, secure URLs that feel more trustworthy.
Another standout feature is Mailforge’s compatibility with any sending software. You’re not tied to one specific email client or campaign management tool. Whether you use Salesforge for campaign management or another platform entirely, Mailforge works seamlessly in the background to support your infrastructure.
For agencies and larger organizations, the ability to create multiple workspaces is invaluable. Each workspace operates independently, maintaining its own domain pools and sending reputation. This separation ensures that the performance of one campaign doesn’t negatively impact others, which is especially important when managing campaigns with different risk levels or strategies.
Scalable Solutions for Every Business
Mailforge’s technical features are backed by a pricing model designed to meet the needs of businesses of all sizes. For instance, mailbox slots start at $30/month for 10 slots (or $25/month with an annual plan). You can secure five .com domains for $70/year, while SSL and domain masking are available for $2 per domain/month or $6 per domain/year. With Mailforge’s online calculator, you can easily estimate your costs and adjust as your campaigns grow. This clear pricing structure gives you the flexibility to scale your setup as needed.
The shared infrastructure model ensures enterprise-level deliverability without the hassle of managing dedicated IPs or monitoring reputation metrics yourself. Smaller businesses benefit from collective reputation management, while larger enterprises can scale operations without heavy investments in technical resources.
Agencies and startups will appreciate how quickly Mailforge can be deployed. Instead of spending weeks setting up domains and handling technical configurations for new clients, campaigns can be launched within hours. This speed not only simplifies onboarding but also accelerates revenue generation.
For large enterprises, Mailforge’s bulk management capabilities are a huge advantage. Managing hundreds or even thousands of domains becomes much easier, while still keeping campaigns for different business units or regions isolated. This ensures operational efficiency without compromising on quality or deliverability.
Mailforge also integrates seamlessly with other Forge Stack tools like Warmforge and Leadsforge. While Mailforge takes care of your infrastructure, Warmforge focuses on optimizing deliverability, and Leadsforge helps with lead generation. Together, this ecosystem equips you with everything you need to scale your cold email strategy effectively and efficiently.
Conclusion: Making the Right Choice for Your Campaigns
Picking the right email format can play a huge role in determining how well your campaign performs. HTML emails bring a polished, branded look to the table, but their complexity can sometimes raise red flags with spam filters. On the other hand, plain text emails keep things simple and personal, often leading to better reliability and delivery rates.
If your goal is to connect authentically with your audience, plain text emails are a solid choice. They emphasize clear communication, which often resonates better with prospects. For more visually engaging designs, consider saving those for follow-up emails once the initial connection is established.
However, no email format will succeed if your technical setup isn’t up to par. A strong infrastructure is critical. Tools like Mailforge ensure your domains are properly authenticated and your sender reputation stays intact - key elements for keeping your emails out of spam folders.
Ultimately, a winning cold email campaign balances personalized messaging with a solid technical foundation. While your email format sets the stage, it’s the combination of thoughtful messaging and reliable infrastructure that truly drives results.
FAQs
How do I decide between HTML and plain text emails for my campaign?
When deciding between HTML emails and plain text emails, two main considerations come into play: deliverability and engagement.
Plain text emails are straightforward and tend to perform better in terms of deliverability. Their simplicity makes them less likely to be flagged by spam filters and ensures compatibility across all email clients. This makes them an excellent option for cold outreach or campaigns where getting into the recipient's inbox is the top priority.
HTML emails, on the other hand, offer the advantage of visual appeal. They can include eye-catching designs, branding elements, and interactive features, which can enhance engagement and present a more polished image. They also allow for tracking metrics like open rates and clicks. That said, they need to be carefully optimized to avoid potential deliverability challenges.
The choice ultimately depends on your campaign's goals. If your focus is on ensuring your message reaches as many inboxes as possible, plain text is the way to go. If you're aiming to impress with visuals and track performance, HTML emails are the better fit.
How does Mailforge improve email deliverability for HTML and plain text formats?
Mailforge takes the hassle out of email deliverability with powerful infrastructure solutions. It offers tools like proper email authentication, automated DNS configuration, and real-time monitoring to keep your emails out of spam folders - whether you're sending in HTML or plain text.
On top of that, Mailforge's shared infrastructure is built to maintain strong deliverability rates. It manages key technical elements like SSL and domain masking, allowing businesses to scale their email campaigns with ease. No matter the format, Mailforge ensures your messages consistently reach your audience.
When is it better to use HTML emails, even with potential deliverability challenges?
HTML emails shine when visual appeal, branding, and interactivity are key priorities. They're perfect for promotional campaigns, newsletters, or marketing efforts aimed at grabbing attention and encouraging engagement. With features like rich formatting, images, and clickable elements, these emails can create a more dynamic experience for recipients.
That said, it's crucial to use HTML emails wisely to avoid deliverability issues. Pair them with plain text versions to enhance accessibility, bypass spam filters, and ensure your message reaches more people. Striking the right balance between design and functionality lets you make the most of HTML emails while keeping deliverability rates high.