Plain Text vs HTML: Email That Converts

linkedin Why Your Emails Need More 'Plain Text' (And Less Fancy Design) | Sonu Goswami | 53 comments

Why plain text emails often outperform HTML ones in SaaS. Backed by 10,000+ email tests and real growth marketing results.

Why Your Emails Need More 'Plain Text' (And Less Fancy Design)

As a SaaS growth marketer whose business heavily relies on online traffic and email marketing, I’ve tested 10,000+ emails—and the results are surprising. HTML-heavy emails are quietly underperforming where it matters most.

Here’s what the data says:

📊 Plain-text emails drive:

✔ 21% higher click-to-open rates (50K email A/B test)

✔ 17% better click-through rates

✔ 23% conversion boost for trial expiration reminders (format change only)

✔ 31% more enterprise meeting bookings in one week (client case study)

Why This Works

Better Deliverability – Plain-text emails bypass spam filters and the Gmail Promotions tab 32% more often.

Psychological Advantage – They feel like a personal message, not a marketing blast.

Faster Load Times – No broken images, no rendering delays—just immediate action.

When to Use Each Format

✔ HTML Wins For: Newsletters, product launches, brand-heavy campaigns.

✔ Plain-Text Wins For: Prospecting, follow-ups, high-value outreach, retention emails.

Your Challenge

Test it yourself:

📩 Send 500 plain-text emails vs. 500 HTML emails this week.

📊 Track open rates, replies, and conversions.

📣 Drop your findings in the comments—let’s compare real data.

If you're in SaaS, every outreach email can influence revenue. Are you leveraging the right format for the right purpose?