Does including a plain text version of an email improve deliverability and conversion rates?
Summary
What email marketers say14Marketer opinions
Email marketer from SuperOffice explains that a plain text version should contain the same information as the HTML version, including the key call-to-actions. This ensures that all recipients have access to the core content, regardless of how they view the email.
Email marketer from Stack Overflow answers that providing a plain text version alongside HTML can potentially lower spam scores, as some spam filters penalize emails that only contain HTML. However some users believe there is no evidence to support this.
Marketer from Email Geeks suggests if the links use the sender's domain and the HTML is original and rendering properly, to look for patterns in split tests related to mailbox providers or email clients.
Email marketer from Sendinblue shares that providing a plain text version alongside HTML enhances accessibility and can improve deliverability, as some recipients may prefer or require plain text emails.
Email marketer from Reddit shares that a well-formatted plain text version acts as a safety net. While modern email clients primarily display HTML, the presence of plain text ensures readability if HTML rendering fails, positively impacting deliverability.
Email marketer from HubSpot suggests A/B testing both HTML and plain text versions of emails to determine which format yields better conversion rates with a specific audience. The best option will depend on the demographic you are targeting.
Marketer from Email Geeks suggests breaking down conversions by mailbox provider (e.g., Gmail, AOL) to identify if a particular provider is having problems with the HTML.
Email marketer from Campaign Monitor explains that while the direct impact may be minimal for most users, providing a plain text version can contribute to a cleaner email structure, potentially improving sender reputation and reducing the likelihood of being flagged as spam.
Email marketer from Mailjet explains that plain text versions are crucial for bypassing spam filters, as they provide a cleaner, less complex version of the email that's easier for filters to scan and trust.
Email marketer from ActiveCampaign explains that one downside to plain text emails is that they lack the ability to track opens and clicks, which can affect the marketing insights obtained from a campaign. There is no option to track engagement.
Email marketer from Gmass shares that plain text emails often have a more personal feel and can circumvent sophisticated email tracking methods employed in HTML emails, enhancing privacy for the recipient.
Email marketer from Email on Acid responds that including a plain text version ensures that your message is readable even if the HTML version doesn't render correctly in certain email clients, preventing loss of communication.
Marketer from Email Geeks shares that a plain text message removes many potential issues that filters might find problematic, so including one won't hurt deliverability.
Marketer from Email Geeks suggests that if only the plain text version is seeing a lift in conversions, there might be a rendering issue with the HTML version.
What the experts say5Expert opinions
Expert from Email Geeks asks if the tracking links point to the sender's domain or a different domain (possibly shared by the ESP) and if the ESP is rewriting the links for click tracking, as this is important information.
Expert from Word to the Wise explains that including a plain text version ensures that recipients who prefer or require it (due to disabilities or email client limitations) can still read your message, which improves accessibility and overall user experience.
Expert from Email Geeks advises digging deeper into the data if there is a large difference in conversion rates, and start by checking if the difference is consistent across different recipient ISPs.
Expert from Email Geeks explains that the existence of a well-formed plain text email probably won't affect deliverability directly in a noticeable way. However, it may affect user experience for recipients who read plain text, and their engagement might indirectly affect the overall reputation of your mailstream.
Expert from Word to the Wise responds that plain text email has very little formatting - only line breaks and tabs.
What the documentation says4Technical articles
Documentation from Litmus explains that providing a plain text version makes emails more accessible to users with disabilities or those using text-based email clients, improving the overall user experience.
Documentation from RFC 5322 specifies the standards for email message formats, including multipart messages, where a plain text version serves as a fallback for HTML, ensuring readability across different email clients.
Documentation from Microsoft Support clarifies that Outlook provides options for users to select their preferred email format. Providing both HTML and plain text versions ensures that messages are displayed according to the recipient's settings.
Documentation from MDN Web Docs explains that in terms of security, plain text emails are inherently less risky than HTML emails due to the absence of executable code (like JavaScript) that could be exploited for malicious purposes.