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Plain text email
Definition
A plain text email is an email written exclusively in unformatted text. It does not contain HTML code, inline styling, embedded images, hyperlinks with anchor text, or any other rich formatting features. Plain text emails rely solely on the characters available in ASCII or unicode, making them the most basic and universally compatible email form.
Key characteristics
Plain text emails support:
Standard alphanumeric characters—ASCII or unicode text
Basic punctuation.
Line breaks and paragraph spacing.
URL text (which some email clients may render as clickable links automatically).
Plain text emails do not support:
HTML tags or CSS.
Styled typography (bold, italic, underline).
Text colors or background colors.
Embedded images or GIFs.
Buttons or call-to-action components.
Multi-column layouts or advanced formatting.
Advantages
Compatibility: From the latest email client to the oldest interfaces, all clients can display plain text emails without issues. This makes plain text emails ideal for a global audience.
Deliverability: Plain text emails are less likely to be flagged by spam filters. Their simple and readable format means fewer triggers associated with promotional or HTML-heavy templates.
Security: There isn’t a lot of room to hide in a plain text email. It eliminates the risk of malicious scripts, tracking pixels, hidden code injections, or phishing techniques that rely on deceptive HTML.
Faster loading: Without images, styling, or external resources, plain text emails are extremely lightweight. They load instantly even on slow connections and produce minimal data usage.
Accessibility: Screen readers and assistive technology tools handle plain text with high accuracy. The absence of layout complexity ensures easier reading.
Disadvantages
Limited visual appeal: Brands cannot use logo elements, color schemes, typographic hierarchy, or design components. This can make marketing content feel less polished.
No media: Images, videos, GIFs, and charts cannot be presented directly in the email, reducing opportunities for engagement.
Layout restriction: There are no columns, grids, or custom designs to create breaks in the email. Content must rely solely on structure, spacing, and wording.
Less effective for marketing: While deliverability is high, the lack of visuals can reduce click-through rates for campaigns that rely on imagery or styled CTAs.
Common uses
Transactional notifications
Security-sensitive communications.
Developer or system alerts.
Email newsletters that prioritize deliverability and simplicity.