My piece of Wednesday wisdom for those of you email marketing There is a time, place, and format for text-based emails.

A mini-thread on improving personalized emails

This “time and place” is different for most brands. For some people it’s in the decision making process, for others it’s post-purchase, and for many it only makes sense for certain products/services. For the outliers, it’s possible that they’re not even necessary.

For formatting, please (for the love of marketing) ditch your standard footer & replace it with your email signature (modified for CAN-SPAM). Make the email full-width, without the standard container & use personalization. This looks like it comes straight from you inbox.

If this is an automation, use a reply-to email that is slightly off from your own and that syncs with your chat tools (such as @gorgiasio). Use reply tracking and follow up with customers based on behavior (reply, specific link clicks, etc.)

I can almost guarantee these tweaks and will increase open rate and improved your customer journey—ultimately leading to higher CLV and brand loyalty.

I hope this helps.