Email Design Techniques

Just because we can send it, doesn’t always mean we should. As internal communicators, we often sit at the intersection of everything. Every update. Every initiative. Everyone wants their message out. But here’s the thing—when everything is treated as important, nothing truly stands out. Early in my career, I tried to say yes to every ask. The intention was good—but the impact wasn’t. The result? Noise. Confusion. Distraction from what truly mattered: driving toward the business goals. Here’s a simple framework that’s helped me align with stakeholders and bring more intention to what we send out: ◾ Urgent + Important + Critical to business or people: Send it. Now. ◾ Important, not urgent + Relevant to business goals: Share it—but let’s be smart about timing and format. ◾ Urgent, but not important: Pause. Does this need wide visibility, or would a smaller audience be better? ◾ Not urgent + Not important: Maybe this doesn’t need to be sent at all. But we can define the audience and explore other channels if needed. I also use two quick filters: ◾ Will this help employees take action or make a better decision? ◾ Does this support a key business goal or priority? Using a framework like this in internal comms does more than streamline messaging—it protects attention, ensures relevance and creates clarity. 👀 I’m curious: How do you filter the signal from the noise in your org? Let me know in the comments.

If 2024 taught us anything about Cold Email, it’s this: 👇 General ICP Outreach isn’t enough to drive results anymore. With deliverability getting tougher every day, there’s only one way to make outbound work: → Intent-Based Targeting Here’s how we do it at SalesCaptain to book 3x more demos ⬇️ Step 1️⃣ Identify High-Intent Triggers The goal? Find prospects showing buying signals. ✅ Website visits – Someone browsing pricing or case studies? (We use tools like RB2B, Leadfeeder, and Maximise.ai). ✅ Competitor research – Tools like Trigify.io reveal when prospects engage with competitor content. ✅ Event attendance – Webinar attendees or industry event participants often explore new solutions. (DM me for a Clay template on this) ✅ Job changes – Platforms like UserGems 💎 notify us when decision-makers start new roles (a prime buying window). ⚡️ Pro Tip: Categorize triggers: → High intent: Pricing page visits → Medium intent: Engaging with case studies This helps prioritize outreach for faster conversions. Step 2️⃣ Layer Intent Data with an ICP Filter Intent data alone isn't enough, you need to ensure the right audience fit. Tools like Clay and Clearbit help us: ✅ Confirm ICP fit using firmographics ✅ Identify the right decision-makers ✅ Validate work emails ✅ Enrich data for personalized messaging ⚡️ Key Insight: Not everyone showing intent fits your ICP. Filter carefully to avoid wasted resources. Step 3️⃣ Hyper-Personalized Outreach Golden Rule: Intent without context is meaningless. Here’s our outreach formula: 👀 Observation: Reference the trigger (e.g., webinar attended, pricing page visit) 📈 Insight: Address a potential pain point tied to that trigger 💡 Solution: Share how you’ve helped similar companies solve this pain 📞 CTA: Suggest an exploratory call or share a free resource ⚡️ Pro Tip: Use tools like Twain to personalize at scale without landing in spam folders. 📊 The Results? Since focusing on intent-based outreach, we’ve seen: ✅ 3x Higher Demo Booking Rates 📈 ✅ 40% Reduction in CPL (focusing on quality over quantity) ✅ Larger Deals in the Pipeline with higher-quality prospects It’s 2025. Let’s build smarter, more profitable campaigns. 💡 Do you use intent signals in your outreach? Drop me a comment below! 👇

Why Your Emails Need More 'Plain Text' (And Less Fancy Design) As a SaaS growth marketer whose business heavily relies on online traffic and email marketing, I’ve tested 10,000+ emails—and the results are surprising. HTML-heavy emails are quietly underperforming where it matters most. Here’s what the data says: 📊 Plain-text emails drive: ✔ 21% higher click-to-open rates (50K email A/B test) ✔ 17% better click-through rates ✔ 23% conversion boost for trial expiration reminders (format change only) ✔ 31% more enterprise meeting bookings in one week (client case study) Why This Works 🚀 Better Deliverability – Plain-text emails bypass spam filters and the Gmail Promotions tab 32% more often. 🤝 Psychological Advantage – They feel like a personal message, not a marketing blast. ⚡ Faster Load Times – No broken images, no rendering delays—just immediate action. When to Use Each Format ✔ HTML Wins For: Newsletters, product launches, brand-heavy campaigns. ✔ Plain-Text Wins For: Prospecting, follow-ups, high-value outreach, retention emails. Your Challenge Test it yourself: 📩 Send 500 plain-text emails vs. 500 HTML emails this week. 📊 Track open rates, replies, and conversions. 📣 Drop your findings in the comments—let’s compare real data. If you're in SaaS, every outreach email can influence revenue. Are you leveraging the right format for the right purpose? #SaaS #EmailMarketing #ConversionOptimization #ABTesting

Ever wonder why your emails get ignored? It's not you... it's your strategy. Most marketers blast generic content... ...and wonder why subscribers tune out.   Here's the 3-step formula to turn it around:   1. Segment your list ↳ Use tools like Mailchimp or ConvertKit ↳ Group by interests, behavior, demographics ↳ Example: Coffee lovers vs. tea enthusiasts   2. Craft personalized content ↳ Tailor subject lines (↑ 26% open rates) ↳ Create unique offers per segment ↳ Use dynamic content blocks   3. Add interactive elements ↳ Embed quizzes (Typeform integration) ↳ Include clickable images (↑ 300% CTR) ↳ Design mobile-first (65% of emails opened on mobile)   My results: ✓ 42% increase in open rates ✓ 78% boost in click-through rates ✓ $50K additional revenue in 30 days   "But isn't this time-consuming?" Sure, it takes effort. But the ROI is worth it. One client saw a 5x return in just 2 weeks.   Remember: In today's crowded inbox, personalization isn't just nice-to-have. It's essential for survival.    Ready to transform your email marketing? Let's connect! 👇   #EmailMarketing #DigitalStrategy #ROI

"Email is dead!" 🤦♂️ Just this week, a client, with a brilliant product but struggling with engagement and retention, hit me with that old chestnut when I asked about their email strategy. Look, email isn't just alive; it's thriving. While others chase fleeting trends, smart founders leverage this direct, owned channel. Data proves it: perceived email value has doubled since 2021! People want useful content in their inboxes. Why email is your growth superpower: 👉 Retention MVP: New customer acquisition costs 5x more than retention. 👉 Email slashes CAC, boosts CLTV, turning users into loyal advocates. 👉 Direct Engagement: Existing customers want your emails. Higher open/CTR means your message lands. 👉 Hyper-Personalization: Beyond "Dear [First Name]." Behavior-triggered content (AI-powered!) feels mind-reading. Segmented campaigns? Up to 760% revenue increase! 👉 Building Loyalty: Foster relationships, deliver consistent value, transform customers into passionate advocates. Ready for tactical gold? My "Email Marketing Improvement Cycle" (see visual!) is your roadmap to success: 1️⃣ Re-Engage "Limbo" Customers: Win back those who've gone quiet. 2️⃣ Benefits, Not Features: Show how your product solves problems. 3️⃣ Subject Line Sorcery: Intrigue, personalize, create urgency. 4️⃣ Listen to Feedback: Your customers hold growth insights. 5️⃣ Reward Loyalty: Make them feel special, keep them engaged. 6️⃣ Deep Personalization: Tailor content by behavior/lifecycle (AI helps!). 7️⃣ Integrate Channels: Email amplifies other marketing efforts. 8️⃣ Test & Iterate: Optimize constantly; small tweaks yield big wins. So, next time someone claims "email is dead," smile, nod, and go build your growth empire. For lean startups, email isn't just a channel; it's a strategic imperative. What's your go-to email tactic? Share your wisdom! 👇 #EmailMarketing #GoToMarket #CustomerRetention #AI #Personalization #GrowthStrategy

Is your email marketing actually building relationships — or just filling inboxes? If your open rates are dropping and conversions are flat, it’s time to rethink your strategy. Here are 6 smart rules that can transform your email campaigns into valuable conversations: 1. Divide and Conquer Don’t treat your audience as one giant group. Segment them by age, interests, location, or buying behavior to make your emails more relevant and targeted. 2. Make It Personal Use details like names, preferences, or birthdays to customize your emails. A personalized touch can dramatically improve engagement and click-through rates. 3. Build Trust First, Sell Later Avoid jumping straight into sales mode. Share helpful content, insights, or updates before making any offers. Relationships come before revenue. 4. Give Before You Ask People are more likely to share their email if there’s value in it for them. Think exclusive deals, useful downloads, or insider access. 5. Let People Unsubscribe Easily An easy-to-find unsubscribe button isn’t a threat—it’s a sign of respect. If they want to leave, let them go without friction. 6. Start Real Conversations Encourage replies, ask for feedback, and respond to your audience. Email shouldn’t be a one-way broadcast—it’s a dialogue. Email marketing is more than sending messages—it’s about delivering meaning. Refine your strategy. Respect your audience. Reap the rewards.

This plain text email generated $26K in 48 hours. Here's why it outperformed our designed emails: Most DTC brands think fancy designs = higher conversions. They're wrong. This simple, text-only email crushed our beautifully designed campaigns. Why plain text emails work: Higher deliverability - Bypasses spam filters Feels personal - Like getting a text from a friend Mobile-friendly - Loads instantly (no heavy images) Creates urgency - Without looking salesy or pushy The psychology behind it: When someone opens a plain text email, their brain thinks: "This is important. Someone took time to write this personally." Designed emails trigger: "This is marketing. Delete." Here's the exact framework we use: 80% designed emails (for brand building) 20% plain text (for maximum conversions) When to use plain text: • Flash sales • Urgent announcements • Founder messages • Re-engagement campaigns • Last chance offers The $26K email structure: Personal subject line: "Quick question..." Conversational opener One clear offer Simple CTA Founder signature Pro tip: Your plain text emails should feel like they came from your phone, not your marketing team. The result? $26K revenue in 48 hours Bottom line: Sometimes less design = more dollars.

“Text-based emails always perform better than graphic emails.” I’ve seen this take floating around way too often lately. And honestly? It’s just not true. Here’s the reality: Text-based emails can drive better results (higher clicks, stronger revenue)… But not because they’re inherently “better.” They work because they’re a pattern-interrupt. If 90% of the emails a brand sends are polished, graphic-heavy designs… Then a raw, plain-text message from the founder feels different. It cuts through the noise. But flip it around: If all you ever send is text-based emails? They’ll eventually blend in too. A balanced strategy = higher performance over time. ✅ Graphic-based emails → Great for product showcases, promos, cart/browse abandonment ✅ Text-based emails → Great for high-trust messaging, winbacks and re-engagement campaigns, and VIP offers or exclusive drops So no, one isn’t “better” than the other. The real win is knowing when to use each.

No replies? Your cold email copy isn’t the problem. Your strategy is. Here’s why: Your email is just the tip of the iceberg. It’s what prospects see. But the real work is hidden underneath. And if your strategy is weak, even the best copy won’t help. Here’s what you need to nail to succeed: 1️⃣ Ideal Customer Profile research • Learn who your ICP is and what problems they face • Not everyone is a fit - focus only on the ones who’ll benefit from what you offer 2️⃣ Prospect list building & data enrichment • Build a list of people to target • Add personal info like: job title, company name, LinkedIn 3️⃣ Taking care of deliverability • Set up SPF, DKIM and DMARC records correctly so your emails get to the main inbox, not the spam folder • Warm up your new domain for 3 months before sending 4️⃣ Writing copy • Focus on the prospect’s problem • Make it shorter, clearer, and more relevant 5️⃣ Timing optimization • Send emails at the right time for your prospect (take timezones into account) • Poor timing = no/lower replies 6️⃣ List cleaning & bounce management • Verify email addresses regularly • A clean list improves your sender reputation 7️⃣ Follow-up sequence  • One email is never enough (it can be easily missed in a busy inbox) • Write follow-ups that touch on another benefit or perspective, don’t just repeat what you said previously 8️⃣ Dealing with spam filters • Don’t use spam words or include too many links/attachments • Keep your emails primarily text-based to avoid triggering spam filters 9️⃣ Analyzing results • Check how many people open, click, or reply • Use those stats to improve following campaigns 🔟 A/B testing subject lines & copy • Test different subject lines and messages regularly • See which ones people actually open/reply to and adjust What would you add?

If you’re spending too much time on email design, you’re wasting time (and here's why)... I don’t mean that in a harsh way. But if you’re a coach, service provider, or personal brand, the way your email looks isn’t what gets results. It’s what you say. We’re so used to seeing highly designed emails from DTC brands like skincare and fashion that it’s easy to assume ours should look the same. But unless you’re selling physical products, your emails don’t need to be packed with graphics and templates. What actually matters? → a clear, relevant message that resonates → formatting that makes it easy to read → writing that feels like a real person, not a big brand Plain text emails often outperform highly designed ones because: → they feel more personal, like an email from a friend, not a sales promo → they land in inboxes more reliably since too many graphics can trigger spam filters → they encourage more natural engagement, making people more likely to reply or take action That doesn’t mean you can’t use design. A little goes a long way. → brand colours and subtle formatting for consistency → a well-placed photo or GIF to enhance, not distract, from the message → spacing and structure that make your email easy to skim I’ve written emails for both product-based and service-based businesses, and the difference is clear. For e-commerce, design matters. For coaches, agencies, and service providers, messaging is everything. If your emails aren’t converting, don’t start by tweaking the layout. Start by refining what you say. What do you think? Are you pro design or messaging first?