Latest / The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth / Why Plain-Text Emails Beat Fancy Templates
Transcript
- Lucas: Okay, Luna, I have a confession to make. I clicked 'unsubscribe' on a newsletter this morning, and it wasn't because the content was bad. It was because the email itself was so over-designed it felt like a brochure. Luna: Oh, I know exactly what you mean. Sometimes I get emails that are all images and no substance, and I'm like, 'Do I need to hire a graphic designer just to read this?' Lucas: Exactly. And that's what we're digging into today. We're talking about plain-text emails. Not as a retro throwback, but as a deliberate strategy. And the data is actually pretty surprising. A recent study found that plain-text emails can see open rates up to 20 percent higher in some industries. Luna: Twenty percent? That's not nothing. But why would removing all the pretty stuff make people more likely to open it? Lucas: Well, part of it is trust. Plain text looks like an email from a friend, not a marketing blast from a brand. It feels less like you're being sold to and more like you're having a conversation. And in a world where our inboxes are flooded with promotional noise, that authenticity stands out. Luna: So it's about cutting through the noise. But what about the actual metrics? Do people click through more, or is it just the opens? Lucas: Great question. A lot of the data points to both. One case study from a B2B SaaS company showed that when they switched their onboarding emails from a fancy HTML template to a simple text format, their click-through rate went up by 34 percent. And the reply rate went up even more. Luna: Thirty-four percent is huge. And replies, that's the ultimate engagement. But what about the brand? Doesn't plain text make you look a little... amateur? Lucas: That's the fear, right? But here's the thing: if you're a small business or a solopreneur, plain text can actually make you feel more human and approachable. It's like getting an email from a founder, not a faceless corporation. Luna: I get that. But for bigger brands, isn't it risky to abandon the polished look? Lucas: It can be, and we're not saying throw out all your templates. But even big brands are experimenting with what's called 'plain-text style' emails. They keep a simple layout, but they add text-based personalization that makes it feel like a one-on-one message. It's about blending the best of both worlds. Luna: So what does a plain-text email actually look like in practice? I'm picturing something like the emails I get from my favorite coffee shop's owner, which are just a few lines of text and a link to their menu. Lucas: Exactly. No images, no fancy fonts, just text with maybe a simple header and footer. The key is the content. It should read like a message from a real person, not a marketing copywriter. You want to sound conversational, like you're talking to a friend. Luna: And that's where the psychology comes in. When something looks too polished, we're on guard. We know it's a sales pitch. But when it's plain, we lower our defenses. Lucas: Right. And there's a practical angle too. Plain-text emails are lighter on the data, which means they load faster on mobile devices. And they're less likely to trigger spam filters that look for image-heavy, code-heavy emails. Luna: So it's not just about perception, it's about deliverability too. That's a win-win. Lucas: Absolutely. And we've seen this play out in a number of industries. Take that B2B SaaS company I mentioned. They had a whole onboarding sequence with multiple touches, and they switched every single email to plain text. The result was a 28 percent increase in activation rates for new users. That's not just opens, that's actual product usage. Luna: Wow. So plain text isn't just for newsletters. It can work for transactional and lifecycle emails too. Lucas: Exactly. And I want to be clear: this isn't about being lazy. Writing a good plain-text email is actually harder than designing a template. You have to rely on your words to carry the message. Luna: That's a good point. You can't hide behind images or fancy layouts. The content has to be genuinely valuable and well-written. Lucas: And that's why it works. It forces you to focus on what your subscribers actually care about. It's a more honest form of marketing, in a way. Luna: So, for someone listening who wants to try this, where do they start? Do they just strip all formatting and hit send? Lucas: Not quite. There are a few best practices. First, keep your plain-text emails short and scannable. Use line breaks and maybe a few bullet points, but don't overdo it. Second, personalize the subject line and the preheader text. That's your first impression. And third, make sure you're sending from a real person's name, not a generic 'noreply' address. Luna: And what about including a clear call to action? Is it just a link, or can you get creative? Lucas: A simple link is fine, but you want to make it stand out. Use a text link like 'Click here to grab your discount' instead of just pasting a URL. And if you want to get really clever, you can use a call to action that's a reply, like 'Just hit reply and tell me what you think.' That's a great way to start a conversation. Luna: That's a great tip. And it ties back to that authenticity we were talking about. It's not just about getting a click, it's about building a relationship. Lucas: Exactly. And that's the long-term play. A higher click-through rate is great, but the real value is in the trust you build. Subscribers who feel like they're getting a personal message are more likely to stay engaged and loyal. Luna: So, if someone's been using the same HTML template for years, what's the first step they should take to test this out? Lucas: Start with one email. Maybe your welcome email or your most important broadcast. Send it as plain text to a small segment, maybe ten percent of your list, and see how it performs compared to your usual template. Look at opens, clicks, and replies. Let the data guide you. Luna: And if it works, scale it up. That's a low-risk way to test the waters. Lucas: Yeah, and you might be surprised. We've seen some pretty big brands adopt this approach for their founder updates or their more personal announcements. It's not about going all-in on plain text for everything. It's about having the right tool for the right job. Luna: That's a good way to put it. And it really comes down to knowing your audience and what they respond to. Lucas: Well, and we should say, this is the kind of conversation that we love having here. And it's also why we keep this podcast free from ads, because we want to give you practical, honest advice without any sponsor pressure. If you've found value in these episodes, and you want to support that ad-free mission, you can buy us a coffee at buy me a coffee dot com slash fexingo. It's a simple way to keep the lights on without selling out. Luna: Yeah, and every little bit helps. It means we can keep exploring topics like this without worrying about ad revenue. So, back to the email strategy—any final thoughts on what to avoid? Lucas: Just don't overthink it. Plain text isn't about being lazy, it's about being intentional. Focus on your message, be real, and give your subscribers a reason to look forward to your emails. Luna: And that's a great place to wrap up. We'll be back next week with another deep dive. Until then, happy emailing.