Sometimes, growth doesn’t come from doing more — it comes from doing less.
That’s what Karthik Suroju, an email marketer at Newton, discovered when he tested a shockingly simple change in their email outreach strategy. No fancy automations. No expensive tools.
Just one tweak.
They stopped sending HTML emails and switched to plain-text emails.
The Results?
✅ +156% increase in email response rate.
And nothing else changed — same content, same list, same send times.
The difference? Plain-text felt real.
Why Plain-Text Emails Work So Well:
- They feel more personal and human.
People are flooded with overly designed emails that scream “marketing.” Plain-text feels like a message from a colleague, not a campaign. - They get through more spam filters.
HTML-heavy emails often land in the Promotions tab or Spam folder. Plain-text improves deliverability. - They’re easier to read on mobile.
Clean, no-nonsense formatting works better across devices and screen sizes. - They reduce decision fatigue.
No distractions, no buttons, no branding — just one clear message and one call to action.
When to Use This Strategy:
- Cold outreach
- Product announcements
- Partnership or PR requests
- Re-engagement emails
- Customer success check-ins
Basically, any time you want a response, not just a read.
Bonus Tip: Write Like a Human
Even with plain-text, your tone matters. Write like you’re sending a note to a friend — short, clear, and conversational.
Examples:
- “Quick question…”
- “Thought you might find this useful…”
- “Mind if I send more details?”
You don’t need HTML to be effective.
You need clarity, sincerity, and a message worth replying to.