If you’ve ever stared at a blank template wondering whether to go big on images or keep it clean with plain text, you’re not alone. So which performs better? The short answer: both can win when you match the format to the job, the audience, and the moment.
I’ve put together this blog to help you pick the right approach for your next send.
TL;DR
Because I know that not everyone will have the time to go through this entire blog, here is a quick summary before I get into it.
- Visual emails shine for product showcases, promotions, events, and brand storytelling. They’re built to grab attention and guide the eye to a CTA.
- Text-only emails often outperform when trust, speed, deliverability, or a human tone matter most—think sales follow-ups, onboarding nudges, and founder notes.
- The real decider is context: audience, goal, device mix, and where your subscriber is in the journey.
- Don’t guess. A/B test layout, image usage, and CTA placement. Track click-to-open rate (CTOR), conversion rate, and revenue per send—not just opens.
What “Converts” actually means
Clicks aren’t conversions. Make sure your test is tied to the right outcome:
- Commerce: Add-to-cart, purchase, revenue per recipient
- B2B: Demo booked, form submitted, content downloaded
- Product: Feature adoption, trial activation, onboarding step completed
- Events: Registration completed, calendar added
Pick one primary conversion metric before you design a single pixel.
When visual emails win
1. You’re selling something people need to see
- Fashion, furniture, travel, food, events; imagery does the heavy lifting.
- Use real context shots over sterile cut-outs. Add quick caption text to make images instantly useful.
2. You’re running a limited-time offer
- Visual hierarchy helps convey urgency: big headlines, price callouts, countdowns, and bold CTAs.
- Keep your copy tight. Every extra sentence delays the click.
3. You need brand presence at a glance
- Consistent colours, typography, and layouts build recall over multiple sends.
- Keep a design system: spacing, header/footer patterns, button styles. Consistency converts.
4. Scannability matters
- Readers skim. Modular blocks with spacing, icons, and dividers guide the eye.
- Use one primary CTA per section. Don’t send people on a scavenger hunt.
Risks to manage
- Image-heavy = deliverability risk if there’s too little live text.
- Slow load on poor connections kills engagement.
- Dark mode can flip colours and wreck contrast.
- Client rendering varies (Outlook, Gmail, Apple Mail).
How to de-risk
- Maintain a balanced image-to-text ratio (e.g. avoid “one giant image” emails).
- Use live HTML text for headlines and body copy; never bake critical copy into images.
- Add ALT text for accessibility and image-off scenarios.
- Build bulletproof buttons (HTML/CSS) instead of image buttons.
- Optimise images (compression, proper dimensions, modern formats when supported).
When text-only emails win
1. You want it to feel personal
- Plain text (or “hybrid plain text”, lightly formatted, no images) looks like a human wrote it.
- Great for founder updates, sales follow-ups, onboarding nudges, or “quick check-ins.”
2. Deliverability is sensitive
- Fewer images and natural-language copy can reduce spam friction.
- Especially useful for re-engagement or when warming a new sending domain.
3. Speed is the point
- Critical notices, transactional updates, password resets. Keep them fast and frictionless.
4. Long-form content
- Editorial letters and thought leadership often feel more credible without heavy design.
Risks to manage
- Harder to showcase complex offers or multiple products.
- It can look “unbranded” or generic if overused.
How to de-risk
- Use a recognisable “from-name” and consistent signature.
- Keep paragraphs short, add white space, and use clear, descriptive links.
- If needed, add one simple HTML button to anchor the CTA while keeping the “plain” feel.
Keep in mind
The device mix
- If your list is 70%+ mobile, large hero images may push CTAs below the fold.
- For visual emails, place a tappable CTA above the fold and repeat one at the end.
- For text-only, keep lines short (40–60 characters) to avoid a wall of text on mobile.
Accessibility & UX That Quietly Lift Conversions
- ALT text for every image.
- Sufficient colour contrast (especially in dark mode).
- Minimum 16px body text.
- Make buttons 44x44px or larger.
- Avoid “Click here.” Use meaningful link labels (“View the winter collection”).
- Don’t rely on colour alone to communicate state or emphasis.
The middle path: Hybrid emails
You don’t have to pick a side. Many high-performing campaigns use hybrid layouts:
- Live HTML headline + short paragraph
- One supporting image that adds clarity, not clutter
- A single, bold CTA
- Optional secondary text link (“Prefer plain text? Read here.”)
This keeps brand presence without crippling load time or deliverability.
Bottom line: Visual vs. text-only isn’t a belief system; it’s a strategy call. Match the format to the conversion you want, then let the data pick the winner. We’ll help you test, learn, and scale the one that pays.
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