HTML emails are like web pages, visually appealing including styles and images. On the other hand plain text emails are without any visual formatting such as images, font styles, colors, and hyper linked anchored text.
When designing/ developing marketing emails it is important to include both HTML and plain text format. One of the benefit of having plain text email is that no information is lost in translation even when the email is viewed on different email clients, browsers or different devices.
Why do we need Plain text version ?
1. SPAM filters are very sensitive to the content in the email. Whenever SPAM filter sees an HTML email like to see the plain text version.
2. Many people use non-graphical email clients, especially in the mobile arena. These clients either extract text from the HTML or display the plain-text segment of a multi-part email.
3. As mentioned above, some devices and email clients can’t handle HTML formatting.
Although HTML emails offer numerous advantages versus plain text emails, it’s nonetheless important to send both HTML and plain text emails. If you don’t include plain text version of HTML email you’ll be viewed as a lazy Spammer.