Spoiler: it’s plain text. Every time.
Nothing boosts opens and clicks as well as an old school, plain-text email.
I feel vindicated.
People say they prefer HTML emails ..but they actually prefer plain-text.
This seems like a plausable explanation:
Think about how you email colleagues and friends: Do you usually add images or use well-designed templates? Probably not, and neither does your audience. They’re used to using email to communicate in a personal way, so emails from companies that look more personal will resonate more.
Now get off my lawn, you pesky HTML-email lovin’ kids.