Plain Text vs. Branded Text Emails: Which One Should You Use?

Hey it’s Max from The Inbox Newsletter.

Let’s talk about a common debate in email marketing: Plain text emails vs. Branded text emails.

Some brands swear by raw, plain text emails. Others can’t imagine sending something without at least a logo and a footer. So, which is better? And more importantly, when should you use each?

Let’s break it down.

Key Takeaways:

1. Plain text emails feel personal and land in the inbox like a message from a friend—great for engagement and storytelling.

2. Branded text emails maintain simplicity but add branding elements like logos, colors, and structured footers—ideal for credibility and navigation.

3. Plain text emails typically outperform in open and reply rates due to their personal, no-frills nature.

4. Branded text emails offer a balance between simplicity and branding, reinforcing brand recognition while keeping the email clean.

5. Use both strategically—plain text for relationship-building and urgency, branded text for branding and click-through optimization.

What is a Plain Text Email?

A plain text email is just that. pure text. No images, no fancy formatting, no brand logos. It looks like an email you’d send to a friend.

✅ Pros:

• Feels personal and natural—better for engagement.

• Often performs better in inbox placement (less likely to be flagged as promotional).

• Higher open rates and reply rates.

• Loads faster on all devices (no broken images or formatting issues).

❌ Cons:

• Can feel too plain—no visual branding or structured design.

• Harder to reinforce brand identity.

👉 Best Use Cases:

• Founder emails

• High-touch campaigns (e.g., follow-ups, special announcements)

• Cart abandonment emails (especially the last email in the sequence)

• Referral or partnership outreach

What is a Branded Text-Based Email?

A branded text email is mostly text but includes key branding elements—like your logo, brand colors, and a footer with navigation links.

✅ Pros:

• Maintains a personal feel while still reinforcing brand identity.

• Footer buttons can increase clicks to key product categories.

• Creates brand consistency across all communication.

• More structured than plain text emails, making them easier to scan.

❌ Cons:

• Slightly less personal than raw plain text.

• Needs to be designed carefully, too many elements can reduce impact.

👉 Best Use Cases:

• Educational content (guides, blog posts, etc.)

• Sales emails (with category buttons for easy shopping)

• Post-purchase communication

Which One Should You Use?

It’s not an either-or decision. The best strategy is to use both, depending on your goal.

🔹 If you’re trying to build trust and get replies → Plain text emails.
🔹 If you want to reinforce your brand and drive clicks → Branded text emails.
🔹 If you’re sending a multi-email sequence → Start with branded, follow up with plain text.

Example Strategy:
🔥 First email: Branded text-based – introduce the message, include your logo, CTA buttons.
🔥 Follow-up email: Plain text – keep it direct, personal, and with a simple ask.

The magic comes in knowing when to use each.

Final Thought: The Hybrid Approach

Want the best of both worlds? Try a hybrid:

• Use a branded header/footer for identity.

• Keep the email body in plain text style (no crazy formatting).

• Avoid too many images, one small logo won’t hurt deliverability.

This keeps the email looking clean, personal, and effective while still giving people an easy way to navigate back to your site.

Which type of email are you using the most? If you haven’t tested plain text vs. branded text, now’s the time.

Email Inspiration Of The Day

Brand:
Lofie

Email Design:
https://drive.google.com/file/d/1KaRZBaJwr4oNQovGfhlvVmnqBbE08MoX/view?usp=sharing

Notes:
Great flow to this email and I love the simplicity of it.

Couple notes to improve it… first I want buttons for each individual product listed. Then I would make the buttons bigger. Those two would make this email much much better.

Overall great use of imagery and flow.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• How many emails should you send per week?

• Create effective email designs in 10 minutes

• 2025 ecom playbook

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

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