Lessons Learned: Why Newton Swears by Plain-Text Emails (2017)

Karthik Suroju from Newton emphasizes the power of plain-text emails for fostering genuine customer connections, viewing email as a conversation tool rather than a one-way communication method. Newton transitioned to plain-text emails in late 2015, resulting in a 156% increase in response rates. The company's ethos revolves around treating every email as a conversation, encouraging user replies and swift responses. Despite the benefits of plain-text emails, Newton acknowledges instances where visual elements could enhance communication, such as during promotional offers or feature updates. However, they maintain a commitment to simplicity and minimalism in their email campaigns. Suroju highlights a case where a plain-text email addressing a product issue led to positive user feedback, emphasizing the value of direct customer interaction. Newton's approach underscores the importance of user feedback and the human touch in email communication, aiming to continuously improve their services based on customer input.