Plain-text vs HTML signature: a placement test
A consultant tested two near-identical emails on 700 prospects: one with a designed HTML signature (logo, social icons, banner), one plain-text with a 3-line text signature. Sent via lemlist.
— HTML signature: 33% open, 3.6% reply, 2 spam-folder seeds
— Plain-text signature: 40% open, 6.1% reply, 0 spam seeds
The image-heavy signature added external links and a worse text-to-image ratio — both spam signals on a cold first touch. Plain text read like a personal note.
Pros (plain text): better placement, human feel.
Cons (plain text): no branding polish.
Pros (HTML): looks legit to warm contacts.
Verdict: 4.5/5 plain text for cold, HTML fine for replies/warm.
Who it's for: every cold first-touch. Skip HTML signatures until you're in a live thread — then brand away.
Cold Open
@ColdOpenSEO
Plain-text vs HTML signature: a placement test
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