When you use Klaviyo's drag-and-drop template editor, you are building your email using HTML. HTML stands for HyperText Markup Language. Web pages and email templates are both coded using HTML so that you can style text, add images, and create unique layouts to wow your customers.
Unlike HTML, Plain Text is regular text with no formatting options such as bold, italics, underlines, or special layout options. When a web page or email is created using Plain Text only, it will most notably not contain any text styling or images.
When you send an HTML email, while most recipients likely will receive the HTML styled version of your content, some recipients may choose to only receive Plain Text emails. This is an inbox setting that you won't be able to detect as a sender, but it will dictate how a recipient sees your content. For this reason, it is a best practice to always have a Plain Text fallback version of your primary HTML email.
Creating a Plain Text Version of HTML Emails
To ensure that recipients will always see a form of your content, Klaviyo auto-generates a plain text version of every HTML styled template built in our drag-and-drop editor.
We pull all text content from your HTML, including alt text provided for images, and construct a text-only version of your styled template. Whenever you make a change to your HTML template in the drag-and-drop editor, Klaviyo will automatically adjust the Plain Text version to match.
When your email sends from Klaviyo, we ensure both versions of your email then get sent to every inbox — your primary HTML styled content, as well as the Plain Text version. Recipients will then see one version or the other based on their inbox settings.
Manually Editing Plain Text
If you prefer, you can create your own plain text version of any HTML email and not rely on Klaviyo's auto-generated copy.
To adjust the plain text for campaigns, click the Edit Content menu of any campaign built in the drag-and-drop editor and select Edit Plain Text Version.
To adjust the plain text for flow emails, click the Content menu of any flow message built in the drag-and-drop editor and select Edit Plain Text Version.
After choosing Edit Plain Text Version for either a campaign or flow email, you will see the plain text content that Klaviyo auto-generated for you. You can make and save edits here.
If you make any edits to the Plain Text version of your template, keep in mind that Klaviyo will no longer keep this version in sync with your HTML template. This means if you make changes to your content in the future, you will need to update it in two locations — within the drag-and-drop editor, and then also within the editor for your email's Plain Text version.
If you manually edit the Plain Text version of an HTML email and then wish to revert back to a state where Klaviyo will automatically keep these two versions in sync, you can click the option to Auto-Generate Plain Text.
If you choose to have Klaviyo automatically generate Plain Text from your HTML template, and you had made any manual edits historically, these edits will be discarded.