It is one of those arguments that resurfaces every few years in marketing circles. Should your emails look polished and branded, or should they read like a message from a real person? In recruitment, the stakes are higher than in most industries because your emails are going to two very different audiences - clients and candidates - who respond to very different things.
The case for plain text
Plain text emails look personal. They look like they came from a real person rather than a marketing department. In BD outreach - where you are trying to start a conversation with a hiring manager who has never heard of you - this matters enormously.
Deliverability is also better. Plain text emails are less likely to land in spam or promotions tabs. They load instantly on any device. And because there is no visual design to distract from the message, the copy has to do all the work - which forces you to write better emails.
Response rates on cold outreach are consistently higher for plain text emails when the goal is a direct reply or a call booking. The format signals that this is a human reaching out to another human, not a mass send.
The case for HTML
HTML emails come into their own for nurture sequences and newsletters. When you are sending to a warm list of people who have already opted in to hear from you, a well-designed HTML email reinforces your brand, looks professional and allows you to include images, buttons and clear calls to action.
For monthly newsletters, salary surveys or market reports, HTML is the right choice. The visual structure makes content easier to scan. The branding reinforces who you are. And the click-through data gives you much more useful analytics than a plain text send.
In our liftoff campaigns, we use both. Plain text for outbound outreach sequences where we want replies. HTML for the monthly newsletter and nurture emails where we want brand reinforcement and click-through data. The format should match the purpose.
What actually matters most
Neither format will save a bad email. The copy is what determines whether someone reads it, responds or deletes it. A plain text email with weak subject line and a generic opening will be ignored just as quickly as a poorly designed HTML send.
Focus first on: a subject line that earns the open, a first line that earns the read, a value proposition that is specific to the reader, and a single clear call to action. Get those four things right and the format becomes secondary.
Our recommendation
Use plain text for outbound prospecting and follow-up sequences. Use HTML for newsletters, nurture emails and any send going to a warm list. Test both for your specific audience - the right answer may vary depending on your sector and the seniority of the people you are emailing.
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