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Anna G. Jacobsen
Anna G. JacobsenHunter@annagjacobsen · Drip
Back in September, 3,000 startups and marketers on ProductHunt downloaded "Email Marketing for Beginners," an ebook set to teach beginners how to drive growth with email marketing. Based on the popularity, we decided to release an audiobook version, read with commentary by Rob Walling. You’ll not just get the three books in MP3 format, you’ll get in-depth commentary and expanded content from Rob Walling (so even if you read the ebooks, you’ll find new things in the audio version). Other things you'll learn: How to find a tool that works for you, how to find an audience, write emails that get opened, measure results, grow your list, etc. If you use email to grow your business, you should download these audiobooks. It takes about 2.5 hours to listen to them, and you’ll be a better email marketer because of it. They're only available for free for the next week... then the price goes up to $37.
Kevin @ VYPER
Kevin @ VYPER@mrkevinhype · Digital marketer
@annagjacobsen @robwalling You guys recommend templates that are close to plaintext, but my question is how does this apply for e-commerce companies that need to show imagery of their products? And also how come the massive companies like Nike (and all the others) are using graphic heavy emails while only the small fry info marketers are using these plaintext-like and frankly spammy looking emails?
Zach Grove
Zach Grove@zprgrove
@mrkevinhype Good questions... Hubspot has a solid post with data on the age-old "plain text" vs "HTML" email debate, which they published here: http://blog.hubspot.com/marketin... Their conclusion: "The emails with fewer HTML elements won with statistical significance. In every single A/B test, the simpler-designed email won." However, they also add a caveat: "Like with all cases, there may be exceptions. For example, ecommerce companies may have completely different results because users expect only HTML-rich emails with visuals of products. So before you make any final decisions, it's important to test your own emails." So I think you're right that ecommerce is typically different than email marketing for software, consulting, digital products, ebooks, etc. Personally, I've set up email campaigns for big-ish ecommerce stores ($1M+/year) and I've tried both approaches. With one of those stores, we stopped sending HTML-heavy emails and switched to more storytelling and plain text copy, and that brought in their biggest Black Friday ever. It's one of those things you need to test. Let us know your results if you experiment with this!
Kevin @ VYPER
Kevin @ VYPER@mrkevinhype · Digital marketer
@zprgrove I can see black friday being an exception, but for example, Groupon and the BILLION dollar companies do HTML heavy emails. You'd think they would know what they're doing... Just thought it might be good to add that caveat to the audio book, since in the book it was a blanket statement that plain-text is going to be better than HTML heavy. Kinda hard to sell paintings/furniture/art when you're only in plaintext.