Hey it’s Edoardo from ElediaMails,
You probably spend hours designing beautiful emails… and yet the one that outperforms them all?
A plain text email.
No flashy graphics. No custom layouts. Just raw, human copy in a Gmail-style format.
Let me break down why TXT-based emails are one of the most underrated tools in e-commerce — and how to use them to actually drive more revenue.
🧠 Why Plain Text Emails Work So Damn Well
We’ve tested these across flows and campaigns, and the result is always the same:
👉 More opens. More replies. More conversions.
Here’s why they crush performance:
1. They Feel Like a Personal Message
You know those hyper-polished emails with big headers, banners, and buttons?
They scream “brand.”
But plain text emails feel like they came from a real person.
No fluff. No distractions. Just one human talking to another.
It makes your message feel more intimate, and your CTA more trustworthy.
This is especially powerful in:
Welcome emails (when trust isn’t there yet)
Winback campaigns
VIP or founder-style updates
2. They Stand Out in the Inbox
Most inboxes look like this:
🟦 Banner.
🟩 Product.
🟧 Button.
Your plain text email cuts through the noise because it’s different.
It doesn’t look like an ad. It looks like a message from a friend — and that gets clicks.
3. They’re Built for Storytelling
Here’s where the magic really happens: when you pair plain text with a great story.
Not a product pitch. A story.
Example:
"I was 24. Summer heatwave. I looked like a walking thrift rack.
That’s when I realized no one ever taught me how to dress for heat and style — so I started designing pieces that solved exactly that."
Now that’s an email that sells a collection without feeling like it’s selling at all.
Storytelling:
Creates emotional connection
Drives memory retention
Adds meaning behind the product
And in plain text, that story feels raw and real — not like an ad trying to force relatability.
📥 Real-World Impact
When we first tested this style for one of our clients, the numbers shocked us.
✅ 38% more clicks
✅ More replies than we’ve ever seen (yes, people were literally responding to an ecom email)
✅ And best of all: higher conversion rate per send
It’s not a fluke. It’s the format.
💡 When Should You Use TXT-Based Emails?
You don’t need to abandon design entirely. On the other hand, plain-text emails should be used sparingly.
But here’s where this format shines:
Product launches with a personal backstory, in conjuction with a regular email
Founder letters or updates
Reminder campaigns (last chance, offer ending)
Emails where you want replies or feedback
Welcome Flow Email #2 or #3 (to build trust)
Pro tip:
Mix them in. Use 1 plain text email for every 8 - 10 branded emails. It keeps things fresh and drives re-engagement.
Plain text emails don’t “look” impressive.
But they perform.
Because at the end of the day, your subscribers aren’t looking for a billboard.
They’re looking for something that feels real. And real drives results.
Talk soon,
Edoardo
P.S: If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
If you’re interested, then simply click here.