email is STILL the most preferred marketing channel that most consumers want businesses to communicate with them through.

Email should not only be your preferred method of communication—it should also be your customers’ favorite! The reason for this is because your list is YOURS. It is YOURS to keep. Not Instagram or Facebook. YOU.

And if email is your chosen mode of contact, all you need to do to ensure that your message is received is check that it doesn’t end up in the spam folder.

Myth #2 – Templates Work Better

For the interest of clarification, let me say that when I use the term “fancy and impersonal emails,” I’m referring to communications that are purely aesthetic in nature. You’ve probably seen those posh-looking HTML emails from large corporations or e-commerce websites…

Because they are Apple and Sephora, respectively, they work for those companies.

You don’t want to sound overly fancy in your emails, though, as a personality-based brand (or as the real PERSON behind the brand).

Why? Well, due to reality Numerous A/B tests have revealed that the vast majority of consumers prefer straightforward, text-based emails.

Consumers prefer simple text-only emails, but templates also have a long list of disadvantages that should be taken into account.

Downsides of Email Templates

• They take a long time to load, depending on your consumer’s internet connection.
• Customization can be difficult and unreliable. You can spend hours finicking with a template, where your time would be better spent just writing and personal, empathetic email.
• HTML templates often get all funky on mobile if not coded correctly.
• They are WAY more likely to end up in the Spam or Promotions folder because of heavy images and design features
• These kinds of emails focus on imagery, not on brand voice or actually connecting with the audience.

However, despite the fact that copywriters might not be able to create “pretty-looking emails,”

They have received specialized training in writing words that work. They are adept at creating compelling subject lines that pique the interest of your reader and drive them to open your email. They understand how to create compelling material that will keep readers interested…

They also understand the psychological factors that influence customers to CLICK on and purchase your offer.

And when your company DEPENDS on having a solid, potent, and close relationship with your customers…

These elements are a must-have for the success of your email marketing campaign.