Plain text vs HTML templates Now on this topic there’s still an ongoing debate Which hasn’t really be resolved, But there’s a couple of good reasons why When we look at typical email campaigns, people generally care most about open and clicks. I personally care more about revenue generated and more substantial figures, but people that get fixated on opens and clicks, start looking for new ways to create more engagement. Things like subject lines, call to actions, images or animations. The main argument for Text vs HTML comes in when you look at deliverability. An HTML email needs to have proper coding and a plain version of text sent alongside it. With a properly coded email template, It’s less likely to go to the spam folder. But SPAM is not the only problem when it comes to HTML templates.