Choosing between plain text and a graphic-heavy layout often turns into a matter of taste. In reality, the format is a tool that should match the message's purpose. We break down the difference between plain text and HTML, along with the rules for choosing the right one for your needs.
The main formats
- Plain text format. A message with no design, images, or buttons. It looks like an ordinary personal email from a colleague or acquaintance.
- A coded (HTML) email. A message with a design — a logo, brand colors, banners, and buttons. Structurally, it resembles a webpage.
- A minimally styled email. (Minimalist HTML) A middle-ground option: technically it's code, but visually it mimics plain text (bold text, links, and a neat signature with a logo are all fine).
When to use plain text
- Prospecting and personal outreach. An unstyled email reads as personal, not mass-sent. This increases trust and the likelihood of a reply.
- Messages from leadership. Elaborate design in an email from a company director looks artificial. Plain text emphasizes the personal nature of the message.
- Service notifications. A registration confirmation or a meeting reminder. What matters here is the substance, not the design.
- Re-engaging your database. A question like "Is everything okay?" sounds sincere in plain text, while a flashy template gives away a promotional intent.
When you need a designed email
- Promotions and product roundups. Product photos, visible prices, and large call-to-action buttons directly drive sales.
- News and roundups. A complex, multi-block structure needs visual dividers so readers can navigate it comfortably.
- Onboarding and product education. Icons, lists, and highlights help users work through instructions faster.
- Maintaining brand recognition. As part of your brand identity, an email should match the company's overall design standards.
How to build a high-converting master template
Format comparison
Parameter | Plain text email | Coded (HTML) email |
|---|---|---|
Deliverability | High (raises fewer flags with filters) | Depends on code quality and file size |
Open rate | Higher in personal and business correspondence | Higher in promotional newsletters |
Effectiveness | Higher where personal contact matters | Higher where visual clarity matters |
Time to create | A few minutes | From an hour to several days |
Analytics | Link clicks only | Full: opens, clicks, devices |
Common mistakes
- Over-designing. Using heavy templates for simple reminders or support replies. It comes across as a canned newsletter rather than a personal message.
- Skipping visuals in promotions. Trying to sell a product through plain text with no photos or buttons cuts down on clicks.
- An email that's too heavy. Complex code can cause mail services (Gmail, for example) to clip the email, so the recipient never sees the whole thing.
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Working with formats in Letteros
The Letteros builder lets you create both types of emails. You can put together graphic-rich emails or use only text blocks to create the effect of a personal message.
A master template lets you lock in your brand style once, then choose the right level of design for each specific newsletter — from plain text to a full product showcase.
How to speed up email creation with master templates and a system of ready-made modules