Quick summary
Plain-text or very simple emails consistently outperform heavily branded, design-heavy ones when it comes to opens, clicks and conversions. The data shows that adding images, complex layouts or even a single GIF can significantly reduce engagement, mainly because these emails are more likely to land in promotions tabs or feel like obvious marketing. While branded emails still have a place for visual content like product launches, the most effective approach for most small businesses is a stripped-back, personal style that prioritises clarity, deliverability and authenticity over design.
Do beautifully branded emails perform better than simple plain-text messages?
Youmight be drawn to branded emails because you want everything to feel consistent and professional. When you’ve invested time and money into your website, logo and colours, it feels natural to carry that same look into your emails so the business appears polished and established.
Branded templates also give a sense of control, making it easier to structure content, add buttons, showcase products and guide readers visually.
For many, there’s also a confidence factor: a designed email looks like “proper marketing,” which can feel safer than sending something that resembles a simple personal message. Add to that the influence of email platforms promoting beautiful templates, and it’s easy to see why small businesses assume that more design equals better results.
Why this research matters
A client recently questioned why so many small business emails look generic, and if tools like Flodesk actually improve results.
Behind that is a bigger question: do beautifully branded emails perform better than simple plain-text messages?
The data tells a very different story.
What the data says: plain text drives more opens and clicks
Deliverability and open rates
- Plain-text emails captured 60% of conversions from existing customers and 49% from non-customers (source).
- Adding a GIF reduced open rates by 37% (source).
- Plain-text emails generated 42% more clicks than GIF emails and 51% more than image-heavy HTML emails (source).
- Click-to-open rates were 21% higher and click-through rates 17% higher for plain text (source).
- HubSpot A/B tests showed that image-heavy emails had 21% lower click-through rates (source).
- Adding just one GIF reduced click-through rates by 2.3% (source).
- Image-heavy HTML emails produced 51% fewer clicks than plain-text emails (source).
- Simple HTML emails performed better than complex designs, but plain text still came out on top (source).
- Plain-text emails can achieve around 42% higher open rates due to better deliverability (source).
- B2B emails see around 23% higher open rates when simplified (source).
- Switching from designed templates to plain text increased open rates by 22% in real business use (source).
Why plain text wins
- Better deliverability: Simple emails avoid spam filters and promotions tabs.
- Feels personal: Readers treat it like a message, not a marketing campaign.
- Faster loading: Especially important on mobile.
- Less distraction: The message stands out without design clutter.
Are branded emails ever better?
Yes, but only when used carefully.
- Simple branding can improve recognition.
- Product-based businesses benefit from visuals.
- Simple HTML emails improved click-through rates by 5.3% compared with more complex designs (source).
The problem is over-design. Complex templates reduce performance.
2026 pricing comparison of branded-email providers
All prices shown are monthly costs based on typical 2026 pricing tiers.
| Subscribers | Flodesk | Kit | Beehiiv | MailerLite | Klaviyo |
|---|---|---|---|---|---|
| 1,000 | $19 to $49 (source) | Free to $79 (source) | Free to $109 (source) | $15 to $30 (source) | $30 to $45 (source) |
| 10,000 | $66 to $126 (source) | $139 to $189 (source) | $109 to $219 (source) | $73 to $110 (source) | $150 to $165 (source) |
| 50,000 | $389 to $527 (source) | $379 to $519 (source) | $199 to $379 (source) | $289 to $340 (source) | $375+ (source) |
What this means for your emails
1. Simplicity wins
If your goal is engagement, plain-text or minimal emails outperform designed ones almost every time.2. Design has a role
Use branded emails for:- Product launches
- Visual storytelling
- Ecommerce promotions
