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- 2 min read

HTML vs. Text Emails: Unveiling the Best Choice for Your AWS SES Campaigns

Discover the merits and drawbacks of HTML and text emails, and determine the optimal choice for your email automation on AWS SES.

Choosing the right format for your email can significantly impact the effectiveness of your email marketing campaign. When it comes to AWS SES, there are two main options: HTML and text emails. Which one should you choose? The answer depends on several factors.

Understanding HTML and Text Emails

HTML emails, short for HyperText Markup Language, are rich in design, allowing for text formatting, visuals, call to action buttons, and more. They stand out from the clutter and can grab your audience's attention. On the other hand, text emails are simple, with no formatting, embedded links, or images. They guarantee maximum deliverability and imitate a one-on-one conversation with your customers.

Key Differences Between HTML and Text Emails

When it comes to attraction and analytics, HTML emails take the lead. Their vibrant imagery and the ability to track open rates make them a preferred choice for many marketers. However, text emails have the advantage of guaranteed display across all email clients. With over 450 email providers loading emails differently, the display of HTML emails can sometimes be unpredictable.

Determining the Best Choice for Your Campaign

The choice between HTML and text emails depends largely on your audience, industry, and the type of email you're sending. HTML emails are suitable for both B2C and B2B markets, particularly for product promotions, newsletters, and event invitations. They can also be effectively used for transactional emails, providing a more professional and aesthetically pleasing presentation. Text emails, on the other hand, are often preferred for their simplicity and directness, making them useful for surveys, thank you emails, and other communication where simple, unformatted text can convey a personal touch. However, it's essential to note that with services like Semplates, you can easily design stunning HTML templates for any kind of email on Amazon SES. Whether it's a marketing newsletter or a transactional email, Semplates allows you to leverage the power of HTML emails to leave a lasting impression on your audience.

The Role of Testing

Regardless of the general advantages and disadvantages of HTML and text emails, the ultimate choice should be determined by testing. Consider sending the same email copy in both formats, measure which one performs better, and then stick to it. This will help you find the most effective format for your specific audience.


Choosing between HTML and text emails for your AWS SES campaigns doesn't have to be a binary choice. By understanding the strengths and weaknesses of each format and conducting thorough testing, you can optimize your email marketing strategy and achieve better results.

Create Great Email Templates on Amazon SES. Use Semplates.

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