Variation with email marketing
Standing out in the inbox is a challenge the (email) marketer will always face. So apply any tips you can get your hands on. For instance: a question in the subject line, is that an eye catcher? Or symbols in your subject line, so you can stand out more among the ‘regular’ subject lines. Discounts also still work. But all these tips quickly lose value when you use them consistently. Just like in a real-life conversation, you’ll have to apply variation to your email marketing. And how often do you send your customers and automated email with a teaser in plain text?
But there is another advantage of teasing with plain text, because the increasingly strict ISPs, and of course the Gmail tabs just love to park your commercial emails somewhere else. In the Gmail ‘ads’ tab, for instance. And that’s when we’re back to plain text! Because if you were to send your entire email in plain text, it would be delivered to the primary inbox. Food for thought.
But first we have to agree on a basic principle. And that is that email as a channel basically replaces personal conversation. Because you simply can’t be in a personal conversation with 500,000 people simultaneously. So you automate wherever you can, while everything about your email feels and looks like a personal email. But more professional. Agree? So if you want your company’s opt-in email marketing to become part of the customer’s personal sphere, why not communicate the way people do amongst themselves? In (brace yourself!) plaint text.
Of course this doesn’t work 100%. You can’t write your entire email and still convey your message. You simply need design to achieve this. And it lets you do all kinds of cool things, but what if you only write the beginning in plain text, as a teaser? It will look like you’re sending a one-on-one email, making it feel extremely personal. Your introduction is personal, and of course you’ll make sure that that has your core message. All other content is neatly formatted, and of course you’ll make sure the recipient, whose attention you now have, reads the email top to bottom. Try it! But please, let’s not have everyone try at the same time.