A plain text email is an email message that contains only text and no HTML markup. It is the simplest format an email can take and is supported by every email client. Plain text is often used as a fallback for recipients whose clients block HTML, for accessibility, or as a deliberate design choice for certain transactional and personal-feeling messages.
Why Plain Text Still Matters
Even if most of your sends are HTML, plain text is still an important part of quality and deliverability hygiene. It provides a readable alternative when HTML is stripped or fails to render. In many systems, plain text is paired with HTML using a multipart email so recipients can view the best version their client supports. Plain text also supports trust. If your HTML is overly complex or heavily tracked, a clean text version can help balance the user experience.
Content and Compliance Considerations
Plain text should not be an afterthought. It should include key context, working links, and the same essential information as the HTML version. If you run marketing sends, include a compliant unsubscribe link in the text version too. Plain text is also an accessibility win. When built with email accessibility in mind, it can provide a clean experience for recipients using assistive technologies or minimal clients.
Practical Tips for Writing Plain Text
Keep line length reasonable, use clear spacing, and avoid excessive punctuation or “ASCII art” layouts that break in different clients. Use descriptive link text and avoid dumping long, unreadable URLs. If you generate plain text from HTML automatically, review it for readability and missing content. Also ensure it aligns with spam safe HTML practices by avoiding suspicious patterns like hidden characters or misleading link text.
Plain Text Email and Topol
Topol supports structured email workflows that make it easier to produce consistent HTML and readable plain text alternatives as part of professional email template management. Learn more at Topol or create an account at Topol signup.