Should I Send Plain Text Emails to B2B Contacts

Should I send plain text emails to B2B contacts? It’s a question many UK SME decision-makers ask when planning cold email campaigns. On one side, you’ve got polished HTML emails with branding and visuals. On the other, simple, human messages that feel personal.

In this post, we’ll explore what plain text emails are, when they outperform HTML, and how they impact deliverability, engagement, and conversion. Whether you’re using purchased data or building outreach from scratch, this guide will help you send smarter—because writing like a real person can be your biggest advantage in cold outreach.

What Are Plain Text Emails?

Plain text vs HTML emails

• Plain text emails contain only basic text—no images, logos, colours or complex formatting. They feel human, fast-loading, and direct.

• HTML emails include styling, branding, and structure—like a mini web page inside an inbox.

These simple plain text messages look like a real one-to-one note. And just like that, they often feel more genuine in B2B outreach.

Benefits of Sending Plain Text Emails to B2B Contacts

Should I send plain text emails to B2B contacts? In many cases, yes—because plain text often outperforms HTML in cold outreach:

✅ Higher deliverability

Less likely to be flagged as marketing. Plain text feels personal and lands more reliably.

✅ More personal and authentic

Feels like it came from a real person, not a generic marketing sender.

✅ Faster to create and send

No design delays—just clear, targeted messaging ready to go.

✅ Mobile-friendly by default

No formatting errors or broken layouts—just readable content.

✅ Lower production cost

Works in any CRM or email tool. No designer required.

Limitations of Plain Text Emails

While plain text offers many benefits, it’s not always the best choice:

❌ No visual branding

Lacks logos, images, and colour. Not ideal for brand-first messaging.

❌ Limited engagement tracking

Open and click tracking is harder without HTML elements.

❌ No embedded imagery or buttons

Not suited to rich newsletters or promotional communications.

❌ May feel unpolished in some contexts

Some audiences expect visual styling with branded campaigns.

When Plain Text Works Best in B2B Marketing

Plain text shines in specific outreach scenarios:

🔹 Cold email campaigns

Mimics a personal message, helping start conversations rather than transactions.

🔹 Direct sales outreach

Great for appointment-setting, follow-ups, and quick proposals.

🔹 Follow-ups or replies

Short, simple, and human-driven—just like actual conversations.

🔹 Testing new segments or offers

Easy to tweak messages fast and launch experiments without design delays.

When You Might Still Use HTML Emails

HTML still has its place in longer-term marketing strategies:

📢 Lead nurturing or drip campaigns

Structured journeys benefit from brand presence and clear layout.

🖼️ Product or event promotion

Visuals and clickable buttons drive engagement and conversions.

📬 Company newsletters

Complex content with multiple topics works better in HTML.

📈 Analytics and tracking

Easier to monitor opens, clicks, and engagement.

Best Practices for Plain Text Cold Emails

Should I send plain text emails to B2B contacts? Yes—if you write them well. Follow these guidelines:

✍️ Write like a human

Natural, conversational tone beats marketing jargon every time.

🔑 Clear subject lines

Stay relevant and honest—e.g., “Quick question about [company].”

📬 Personalise where possible

Include name, company, or industry to stand out from mass emails.

📏 Keep it short and focused

People skim. Get to the point quickly and ask for one action only.

✅ Use simple, low-pressure CTAs

Invite replies or calls, not commitments. Build interest first.

⚠️ Avoid over-formatting

Don’t force caps, weird spacing, or emojis—plain text should read naturally.

Why Choose Results Driven Marketing

We help UK SMEs turn plain text email campaigns into real results—with the right data at the core.

🎯 Data that aligns with your goals

We deliver clean, segmented B2B contact lists tailored for plain text outreach—so you reach decision-makers fast.

✅ CTPS-screened & GDPR-compliant

Your data follows UK compliance rules, so you can focus on outreach—not worrying about legal risk.

⚡ Fast delivery & human support

Need a list in 24 hours or advice on targeting? We’re here to help—no bots, just real support.

🤝 Supporting your campaign success

We don’t just sell data. We help you use it right—whether you’re sending 100 or 10,000 emails.

Need help choosing contacts or refining your message? Contact us, or explore our email lists today.

Final Thoughts

So, should I send plain text emails to B2B contacts? Yes—especially for cold outreach.

Plain text cuts through inbox noise, feels personal, and encourages replies. It’s easier to write, quick to test, and more suited to starting conversations—not just showcasing.

That said, HTML still has its place for nurturing sequences, branding, and rich visuals. The key is using the right format for your audience and purpose.

At Results Driven Marketing, we help UK businesses get the data and strategy right—so your emails don’t just go out—they get clicked on, replied to, and converted.

Need expert support planning your next campaign? Contact us or browse our email lists to get started.

Results Driven Marketing
Helping UK SMEs go from bad data to more customers and profits
📍 Newcastle | 📞 0191 406 6399 | 🌐 rdmarketing.co.uk