Short answer: For cold email, plain text usually beats designed HTML. A simple, plain message looks like a real person wrote it, lands better in the inbox, and feels personal, which lifts replies. Heavy HTML with images, buttons, and tracking can look like marketing and is more likely to be filtered. Save the design for newsletters, not cold outreach.
Why plain text wins
- It looks like a one to one message, not an ad.
- It tends to land in the inbox more often.
- It feels personal, which encourages replies.
When some HTML is fine
Light formatting like a simple link is usually okay once a conversation is going. The risk grows when you add many images, big buttons, and tracking pixels in a first cold email. Keep the first touch plain, then add more as the relationship warms.
What to avoid in cold email
| Avoid | Use instead |
|---|---|
| Image heavy templates | Simple text |
| Big call to action buttons | A plain question |
| Many links and trackers | Few or no links at first |
A simple rule
If your cold email would look at home in a marketing campaign, it is probably too designed. Make it look like a quick note a busy person would actually send.
Frequently asked questions
Q: Does HTML always hurt deliverability?
A: Not always, but heavy HTML in a first cold email raises the risk. Plain text is the safer default.
Q: Can I use my logo in a signature?
A: A simple text signature is safest early. Add light branding later once trust is built.
Q: What about tracking opens?
A: Tracking pixels can hurt deliverability and privacy. Many senders skip open tracking and focus on replies.
Q: Do links belong in the first email?
A: Keep the first email link free if you can, and offer to send more after a reply.
Q: Is plain text less professional?
A: No. A clear, well written plain email reads as personal and professional.
Next step
Keep your emails inbox friendly with links and images in cold email and how to avoid the spam folder. More at the courses.