Has a marketing “expert” told you plain-text emails hit the inbox more often than HTML emails? Or that plain-text emails have a 100% deliverability rate? If so, they’re lying or misinformed ...

There are also tasks I used to use plain text for that have just become unnecessary over the years. With services like Spotify, I don’t need to keep a list of music recommendations anymore ...

B2B marketers are arguably the most susceptible to being seduced by the allure of plain-text emails. So, let's discuss the times those emails are appropriate, along with some design best-practices.

With plain text, you don't need to figure out italics or boldface. Your editor can't do that if you wanted to. "Plain text" means plain text. It's encoded in ASCII or increasingly in Unicode.