Hi there,
One of the easiest ways to improve your email deliverability and open rates?
Send plain text emails.
Most brands ignore this tactic, but it's one of the highest-performing email formats.
What It Is
What Are Plain Text Emails?
No images. No fancy design. No HTML.
Just text, like you're sending an email to a friend.
It looks like a personal message, not a marketing email.
Why It Works
Why Plain Text Emails Work
Reason #1: Better deliverability
Plain text emails bypass promotional filters entirely.
They land in the primary inbox instead of the promotions tab.
Gmail sees them as personal communication, not marketing.
Reason #2: Higher engagement
Plain text emails often get 2x the open rates of designed emails.
They feel more personal and authentic.
People are more likely to read and respond.
Reason #3: Stand out in the inbox
Everyone else is sending designed emails with images and logos.
Plain text breaks the pattern.
It feels like it's from a real person, not a brand.
When to Use It
When to Use Plain Text Emails
Use plain text for:
Founder updates or personal messages
High-intent moments (abandoned checkout recovery)
Apology or service emails
Winback campaigns
Important announcements
Once or twice per month in your regular campaign rotation
When to Avoid It
When NOT to Use Plain Text
Don't use plain text for:
Product showcases (you need images)
New launches (visual impact matters)
Sales or promotions with multiple products
Emails where design reinforces brand identity
Writing Guidelines
How to Write a Good Plain Text Email
Write like you're talking to one person.
Keep it conversational and direct.
Use short paragraphs (1 to 3 sentences max).
Include line breaks for readability.
One clear CTA at the end.
Sign it from a real person (founder or team member).
Framework
Plain Text Email Structure
Subject line: Personal, curiosity-driven
Opening: Hook them in the first sentence
Body: Tell a story or make one clear point
CTA: Simple text link or button
Signature: Real person's name
Common Mistakes
Common Mistakes to Avoid
Mistake #1: Making it too long
Keep it under 200 words.
If it's longer than that, people won't read it.
Mistake #2: Using multiple CTAs
Stick to one.
Too many options confuse people.
Mistake #3: Adding images or logos
That defeats the purpose.
Plain text means plain text.
Mistake #4: Writing in a corporate tone
Be human.
Write like you're talking to a friend.
Bonus
Pro Tip
Mix 1 to 2 plain text emails per month into your campaign calendar.
Use them strategically for high-value moments.
Track performance separately to see the lift.
Plain text emails are one of the easiest ways to improve deliverability and engagement.
Start with one per month and see how they perform.
Hope this helps.
Best,
Luca
Free Resources
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