4 Miscellaneous Email Marketing Advice
Email marketing remains one of the most effective tools in a marketer’s arsenal, yet many businesses overlook small but impactful tactics that can significantly improve their results. Beyond the commonly discussed strategies like segmentation and personalization, there are several lesser-known tips that can elevate your email campaigns. Here are four miscellaneous but powerful pieces of advice to refine your email marketing approach.
1. Optimize for “Skim ability,” Not Just Readability
Most marketers focus on crafting well-written emails, but the reality is that readers rarely consume emails word-for-word. Instead, they skim. This means your email should be structured in a way that allows readers to grasp the main message within seconds.
Use short paragraphs, bullet points, and bold text to highlight key information. Break up long blocks of text and ensure your call-to-action (CTA) stands out visually. A clear hierarchy—headline, subhead line, and body—helps guide the reader’s eye.
Think of your email like a landing page in miniature. If someone can’t quickly understand what you’re offering and why it matters, they’ll move on without engaging.
2. Experiment with Send Times—But Go Beyond “Best Practices”
You’ve probably heard that Tuesday mornings or Thursday afternoons are the “best” times to send emails. While these benchmarks can be helpful starting points, they shouldn’t limit your strategy.
Every audience behaves differently. Your subscribers might check emails late at night, early in the morning, or even during weekends. Instead of relying solely on generic advice, run A/B tests with different send times and analyze your open and click-through rates.
Also, consider the context of your message. For example, promotional emails might perform better during leisure hours, while professional or B2B content may get more traction during working hours. The key is to let your own data guide your decisions rather than blindly following industry norms.
3. Use Micro-Commitments to Build Engagement
One overlooked tactic in email marketing is the use of micro-commitments—small, low-effort actions that encourage readers to engage without feeling overwhelmed.
Instead of always pushing for a big conversion (like making a purchase), start with smaller asks. For example:
- “Read this quick tip”
- “Take a 1-minute survey”
- “Check out this short video”
These small interactions build trust and familiarity over time. Once your audience is consistently engaging with your emails, they’re more likely to take bigger actions when you ask.
This approach is particularly effective for nurturing leads. It shifts the focus from immediate sales to relationship-building, which often leads to higher long-term conversions.
4. Don’t Ignore the Power of a Plain Text Email
In a world full of beautifully designed HTML emails, plain text messages can feel surprisingly refreshing—and they often perform better.
Plain text emails come across as more personal and less “salesy.” They resemble a one-to-one conversation rather than a mass marketing campaign. This can increase trust and improve response rates.
Try sending occasional emails that look like they came directly from a person rather than a brand. Keep the tone conversational, use simple formatting, and focus on delivering value.
You might be surprised to find that these minimalist emails outperform your more polished designs, especially when your goal is to build genuine connections with your audience.
Final Thoughts
Email marketing success doesn’t always come from big, flashy changes. Sometimes, it’s the smaller, less obvious tweaks that make the biggest difference. By optimizing for skim ability, testing unconventional send times, leveraging micro-commitments, and embracing plain text emails, you can create campaigns that feel more human, engaging, and effective.
Remember, the goal isn’t just to land in your subscriber’s inbox—it’s to earn their attention and trust. And often, it’s these subtle strategies that help you do exactly that.
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