In the last few years, it’s easy to get swept up in the noise and flash of social media. Instagram, Facebook, and Twitter seem to dominate every conversation about digital marketing. But even as businesses race to capture likes and followers, there’s an old-school channel that remains one of your most powerful assets: the humble email newsletter.
Many brands have overlooked email in favor of trending social channels, or have dismissed newsletters as outdated or ineffective. But here’s the reality—email marketing is still sacred ground for your most loyal customers. Unlike social media, where messages can get buried in noisy feeds, email lands directly in a subscriber’s inbox—a space they’ve chosen to reserve for communications that matter.
Why Email Still Matters
For over a decade, I’ve helped clients grow their businesses using email marketing. If someone has subscribed to your newsletter or given their email address at your store, they’re inviting you to communicate directly—no algorithms or gatekeepers in the way. You can even use these lists to grow your audience on platforms like Twitter, Pinterest, and Facebook by uploading your contacts and building organic reach.
But when it comes to newsletters, one big question always comes up: HTML or plain text?
Why Plain Text Wins
I’ve tested both—and plain text wins more often than not. While HTML newsletters with images and fancy templates look great in theory, they often get caught in spam filters, or worse, feel impersonal and mass-produced. On the other hand, a simple, straightforward plain text email almost always reaches the inbox, feels more personal, and prompts more replies.
Take this example from a recent nonprofit campaign. We sent a direct, plain text email to over 2,000 subscribers:
Hello (Name), here is the new [Nonprofit Name] schedule for spring 2012:
Family to (Family) in Evanston, IL starting Feb. 12, 2012 at 4pm: www.link.com
Basics in Mount Prospect, IL starting April 2, 2012 at 4pm: www.link.com
To register, call Tammy at 857-555-2485 or reply to this email.
Short. Personal. Action-oriented. The result? A huge uptick in replies and signups. People are busy, and when your message is easy to read, easy to respond to, and doesn’t feel like an ad, it works.
Keep It Simple—And Personal
You don’t need a complicated email service if your list is under 2,000–3,000 people. Send directly from your email client for a genuine touch. If your audience is larger, use a service—but keep the tone and style as close to plain text as possible. The more your email reads like a real note from a real person, the more likely it is to be opened, read, and acted upon.
A few tips:
- Limit the content to a few key points or updates.
- Make your calls to action (like “reply,” “call,” or “click here”) clear and easy to find.
- Always include your real email signature with links to your social channels and website.
- Send on a regular schedule—whether weekly, biweekly, or monthly, consistency builds trust.
The Bottom Line: Try It Yourself
Give plain text newsletters a shot for the next few months. Measure your open, click-through, and reply rates against your old HTML blasts. Most businesses are surprised to find engagement goes up, not down.
In a digital world obsessed with what’s new, sometimes simplicity is your biggest advantage. Keep it personal. Keep it relevant.