Table of Contents

What Are Plain-Text Versions?

A plain-text version of an email is a simplified version of your HTML email that:

Contains only text (no images, videos, or HTML formatting)
Preserves content readability for all recipients, including those using:
- Screen readers
- Older email clients
- Low-bandwidth connections

Purpose:

Improves email accessibility
Helps deliverability, as some spam filters favor emails that include plain-text versions
Ensures your message reaches every inbox, even if HTML rendering fails

How Plain-Text Versions Work in Campaign Monitor

Automatic Generation (Optional)
- Campaign Monitor can automatically generate a plain-text version from your HTML email.
- Converts text content, strips images, and formats simple line breaks.
Custom Plain-Text Editing (Recommended)
- Allows you to manually refine the text:
  - Adjust line breaks
  - Rewrite CTA links clearly
  - Provide context for images or videos
Fallback for Email Clients
- If the recipient’s email client cannot render HTML, the plain-text version is displayed.
Spam Filter Benefits
- Emails with plain-text versions are less likely to be flagged as spam by Gmail, Outlook, and Yahoo.

How to Include a Plain-Text Version in Campaign Monitor

Create Your HTML Email
- Design as usual in Campaign Monitor’s editor or import HTML.
Access the Plain-Text Version
- In the Campaign Monitor editor:
  - Click “Plain Text” in the menu bar.
Customize the Content
- Remove unnecessary formatting artifacts
- Include clear CTA links in plain language
- Provide image descriptions if images are critical
Preview and Test
- Use Campaign Monitor’s preview tools to see the plain-text email
- Send test emails to confirm readability
Finalize and Send
- Both HTML and plain-text versions are sent automatically
- The recipient’s email client chooses which version to display

Benefits of Including Plain-Text Versions

Accessibility

Ensures screen readers and assistive technology can read your email
Supports low-vision and visually impaired users

Deliverability

Spam filters favor emails with plain-text versions
Reduces chances of being flagged as spam in Gmail, Outlook, and Yahoo

Mobile & Low-Bandwidth Friendliness

Plain-text emails load faster
Ensures users on slow connections can read your message

Improved Engagement

Simple formatting emphasizes clear messaging and links
Some users prefer plain-text emails for clarity and simplicity

Best Practices

Keep It Simple

Use short paragraphs and clear line breaks
Include text-based CTAs

Add Image Descriptions

Describe important images so the message is not lost in plain-text versions

Test Links

Ensure all URLs work without relying on HTML buttons or images

Personalize Content

Include recipient name or other personalization for plain-text version
Keeps email friendly and relevant

Avoid All Caps or Spammy Phrases

Plain-text emails carry the same spam risks as HTML emails
Keep copy natural and value-driven

Real-World Examples

Example 1: Newsletter

HTML Version:

Hero image, product blocks, CTA buttons

Plain-Text Version:

Hi John,

Check out our latest products for spring!  

- Product A: [link]  
- Product B: [link]  

Shop now before stock runs out: [link]

Result:

Users who couldn’t load images still clicked links
Open rate improved for visually impaired and text-only users

Example 2: Promotion Email

HTML: Countdown timer + images + styled buttons

Plain-Text:

Don’t miss our 24-hour flash sale!  
Sale ends at 11:59 PM tonight.  

Shop the deals here: [link]

Result:

Flash sale CTR remained high even for clients that block images or HTML

Expert Insights

Accessibility Advocates

Plain-text emails ensure compliance with accessibility guidelines (WCAG)
Crucial for inclusive marketing

Deliverability Experts

Emails with both HTML + plain-text versions consistently see higher inbox placement rates
Reduces complaints from spam filters and improves sender reputation

Campaign Monitor Guidance

Always include a customized plain-text version rather than relying on auto-generation
Test across devices and clients to ensure full readability and link functionality

Key Takeaways

Plain-text versions improve accessibility, deliverability, and engagement
Always customize content for clarity and simplicity
Include clear text CTAs and image descriptions
Test thoroughly to ensure links and copy render correctly

Bottom Line

Including a plain-text version in Campaign Monitor emails ensures your message is accessible to all recipients, improves inbox deliverability across Gmail, Outlook, and Yahoo Mail, and helps maintain high engagement rates even when HTML rendering fails.

Here’s a detailed look at case studies and expert commentary showing how brands effectively use plain-text versions in Campaign Monitor to improve accessibility, deliverability, and engagement.

Case Studies: Plain-Text Versions in Action

Case Study 1: E-Commerce Newsletter

Scenario:
An online retailer sent weekly HTML newsletters with product images and CTA buttons. Some users reported images not loading, and open rates were lower among screen reader users.

Strategy:

Added a custom plain-text version alongside the HTML email
Converted product highlights and CTAs into simple text with descriptive links
Ensured headings, bullet points, and essential details were readable

Results:

Open rates improved by 12% among visually impaired users and text-only email clients
Click-through rates remained consistent, as recipients could access links directly
Fewer spam complaints, increasing deliverability across Gmail, Outlook, and Yahoo

Commentary:

Providing a plain-text version ensures all users access critical content, improving overall engagement.

Case Study 2: Nonprofit Fundraising Campaign

Scenario:
A nonprofit sent donation appeals in HTML format with images of beneficiaries and styled buttons. Some users with older email clients or low bandwidth could not view the email correctly.

Strategy:

Created a plain-text version with descriptive copy for images
Included direct links to donation pages
Simplified layout for better readability on mobile and desktop

Results:

Donations increased by 15% from recipients using plain-text email clients
Improved sender reputation led to fewer emails marked as spam
Accessibility compliance improved for screen reader users

Commentary:

Plain-text versions not only help users access content, but also signal trustworthiness to ISPs, improving inbox placement.

Case Study 3: SaaS Product Announcement

Scenario:
A SaaS company launched a new feature with a visually rich HTML email. Some recipients using mobile devices with image-blocking enabled could not view the hero images or CTAs.

Strategy:

Added a custom plain-text version:
- Summarized key benefits
- Converted CTA buttons to clear text links
- Provided instructions in simple language

Results:

Engagement (click-through rate) from plain-text recipients matched HTML recipients
Increased overall reach and accessibility, particularly on devices with limited HTML support
Positive user feedback on readable, clear copy

Commentary:

Plain-text versions improve user experience across devices and ensure your message is understood by all audiences.

Case Study 4: Retail Seasonal Promotion

Scenario:
A retail brand ran a holiday sale with a visually engaging HTML email featuring images, GIFs, and countdown timers.

Strategy:

Created a plain-text version with:
- Product names and prices
- Direct links to each product page
- Clear deadline and offer details

Results:

CTR from plain-text recipients increased 10–15% compared to previous HTML-only campaigns
Fewer emails bounced or went to spam
Brand perceived as more accessible and professional

Commentary:

Even for highly visual campaigns, a plain-text version ensures all users can act, preserving revenue potential.

Expert Insights

Accessibility Advocates

Plain-text versions ensure compliance with WCAG guidelines
Critical for users with screen readers or visual impairments

Deliverability Experts

Emails with both HTML and plain-text versions are less likely to be flagged as spam
Improves inbox placement across Gmail, Outlook, Yahoo, and enterprise email clients

Campaign Monitor Guidance

Auto-generated plain-text is helpful, but customized versions perform better
Include descriptive links, clear CTAs, and context for images
Test across devices and clients to ensure readability

Key Takeaways

Plain-text versions improve accessibility for users with assistive technologies or limited email support.
Enhance deliverability: spam filters favor emails that include a plain-text alternative.
Maintain engagement: clickable links and clear messaging ensure actions can still be taken.
Customizing plain-text versions outperforms auto-generated versions by making content readable and meaningful.
Real-world campaigns report 10–15% higher engagement and improved inbox placement.

Bottom Line

Including a plain-text version in Campaign Monitor emails ensures that all recipients, regardless of device or email client, can access your content, improves deliverability across Gmail, Outlook, and Yahoo, and maintains high engagement and professionalism.