HTML Emails vs Plain Text Email

Matt Fraser


I'm new to this forum and am happy to be here.

That being said, I work as the Marketing Director at a local Mazda dealership (I absolutely love Mazda vehicles which is why I came to work for Mazda) 

We are using Dealer Socket as a CRM and the email templates that our Internet Sales Managers were using was atrocious to say the least and were not responsive.

I designed some model specific email templates that are an 800 px fixed width and responsive (I designed a set for mobile devices as well)

I designed these templates based on criteria from a Mazda Canada nation wide email audit and what they wanted included in the emails so there was some thought put into them.

However, a friend recently told me that Michael Hyatt switched from heavy HTML emails to plain text (or as little images as possible) due to deliveriblity issues.

I'm wondering if anyone in this community would be willing to share any case studies or experience in this regard.

(and any positive constructive feedback on the email template is welcome as well)


Matt Fraser


Mark Rask

I am finding the delivery rates are better on plain text e mails 

Anne Shaneen

Hey Mark - This is great! Good job on the template. 

I would suggest using an email tool that allows you to use both html and plain text. That way, you can create a template for both and if one doesn't work, the other is available to view. 

Chris K Leslie

There is a but to what you have there. You could almost use that as a landing page. I try to keep 3 ideas in mind when building templates. 

1. What do they want.

2. What info do I need to include

3. What do I want them to do after they get this. 

Mark Rask

Chris is correct. Less busy is better. If they want more info they will ask for it

Adam Shiflett

Definitely agree that less is more. Emails that come from person/direct sends get better response rates, but it is difficult to "brand" and track results as they will just respond directly to the individual. I've found that there is a happy medium when using tables and colored rows/columns along with some creative font layouts can make and email look great, but limits the image download needs. 

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