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The Power of Plain Text Emails: From 20% to 85% Open Rate

It was 2021. I was working at a bootstrapped startup with absolutely no marketing budget. Every action had to be strategic, and every email sent had to drive real engagement.

Our SaaS tool, Disbug, was attracting sign-ups, but there was a huge problem:

People were signing up, but they weren’t using it.

This is a common problem in SaaS—users get interested, sign up, and then drop off before actually integrating the tool into their workflow. For Disbug, onboarding wasn’t just about clicking a button. Users had to:

  • Learn how to report a tool using our software
  • Integrate it with their team’s daily workflow

But if they didn’t even open our emails, how could we guide them through this process?

The Mistake: Fancy HTML Emails That No One Read

Like most startups, we started with beautiful HTML emails sent via Zoho Mail. We designed detailed step-by-step guides with buttons, images, and banners.

But here’s what happened:

  • Open rates were low
  • Click-through rates were almost nonexistent

We had poured so much effort into crafting visually appealing emails, but they were getting ignored. At this point, we had no budget for paid ads or heavy remarketing campaigns. Emails were our only shot at engagement.

The Breakthrough: A Plain Text Email from the Founder

After weeks of frustration, we stripped everything down and tried something different:

  • No HTML
  • No fancy designs
  • Just a simple, plain text email from the founder’s personal email ID

The email looked like something a friend would send. No company branding. No excessive formatting. Just a genuine message from a real person.

The result?

  • Open rates doubled.
  • Click-through rates shot up.
  • Users actually replied to the email.

Why Plain Text Emails Work in B2B

In a world where inboxes are flooded with salesy, automated-looking emails, a simple plain text email stands out. It feels real. It builds trust. It makes the recipient feel like someone actually cares.

But it’s not just about removing HTML. The messaging matters too.

What Emails to Send to Each Category of Users

Plain text emails are powerful, but they work best when tailored to the right user at the right time. Here’s what worked for us:

1. New Sign-ups: The “Welcome & Expectation-Setting” Email

Best format: Plain text, personal tone

CTA: One simple next step

✅ What to say:

  • Welcome them warmly
  • Acknowledge their sign-up
  • Tell them what to expect
  • Guide them toward their next action (not all actions at once!)

💡 Example email:

Hey [First Name],

I saw you signed up for Disbug—welcome!

Most of our best users start by adding their first bug report within 5 minutes of signing up. Just click here to create your first report: [Insert link]

If you get stuck, just hit ‘Reply’—I’d love to help!

Cheers,

[Founder’s Name]

Why it works: It’s personal, simple, and actionable.

2. Inactive Users: The “Personal Nudge” Email

Best format: Plain text, no links (except one CTA)

CTA: Offer help or ask a question

✅ What to say:

  • Keep it casual and non-pushy
  • Show that you’re personally reaching out
  • Offer to help

💡 Example email:

Hey [First Name],

I noticed you signed up but haven’t had a chance to use Disbug yet. I totally get how busy things get.

Need any help setting things up? Just reply to this email—I’d love to assist.

Looking forward to hearing from you!

Best,

[Founder’s Name]

Why it works: It feels human, not automated. People often reply.

3. Engaged Users: The “Quick Win” Email

Best format: Plain text or minimal HTML

CTA: Introduce an advanced feature or benefit

✅ What to say:

  • Acknowledge their progress
  • Share one quick tip to make them more successful
  • Keep it light and engaging

💡 Example email:

Hey [First Name],

Love seeing you explore Disbug! Here’s a quick pro tip: Did you know you can automate your bug reports to Slack? Just go to [Insert link] to set it up.

Let me know if you have any questions!

Cheers,

[Founder’s Name]

Why it works: It makes users feel good about their progress and nudges them to explore further.

4. Paying Customers: The “Retention & Relationship” Email

Best format: Plain text or branded HTML

CTA: Ask for feedback, upsell strategically

✅ What to say:

  • Thank them for being a customer
  • Offer exclusive insights or priority support
  • (Occasionally) introduce an upsell opportunity

💡 Example email:

Hey [First Name],

Hope you’re enjoying all the time you’re saving from reporting bugs! We’re constantly working to make bug reporting smoother.

Got any feedback or features you’d love to see? Just hit ‘Reply’—I personally read every response.

Also, if you ever need priority support, just let me know!

Cheers,

[Founder’s Name]

Why it works: It deepens the relationship and makes the user feel valued.

5. Churned Users: The “Win-Back” Email

Best format: Plain text with a clear reason to return

CTA: Offer a discount, free feature, or another incentive

✅ What to say:

  • Show that you noticed they left
  • Give them a reason to come back
  • Keep it short and to the point

💡 Example email:

Hey [First Name],

I saw that you haven’t reported a bug in a while. If there was something missing, I’d love to hear your thoughts!

As a thank you for trying us out, here’s a lifetime deal if you ever decide to return: [Insert link]

Hope to see you again!

Cheers,

[Founder’s Name]

Why it works: It feels personal, not automated, and offers a small incentive.

Final Thoughts: Keep It Simple, Keep It Personal

If you’re struggling with low email engagement, stop overcomplicating things. Sometimes, the best-performing emails aren’t the ones with the best design—they’re the ones that feel the most human.

So if you haven’t tried plain text emails yet, give them a shot. You might be surprised by the results.