This Email Myth is a Lie

Hey it’s Max from The Inbox Newsletter.

Today we’re talking about the biggest myth in email marketing, why it exists, and why it’s BS (kinda).

The Biggest Myth in Email Marketing

I was asked about this topic the other day and it’s pretty insane how big of a misconception it is.

It’s the idea that you need HTML sections weaved in your emails.

If you don’t know what I mean by HTML sections, they are essentially just the native Klaviyo text or blocks.

So, rather than just uploading images completely in your emails, HTML sections are made purely in Klaviyo or whatever email platform you’re using.

Essentially people say you need to weave text boxes in your image emails.

This notion is just false… to an extent.

Why Does This Myth Exist?

Everybody will say that HTML sections will help your deliverability because including only images in your emails will look “spammy”.

Most people who say this have never actually tested it (I have, there’s no difference as long as you do it right)

That statement does have some merit. It’s true… to an extent.

If you only attach massive image files in your emails and have absolutely zero HTML, in your email then you could end up with a higher spam folder rate.

But there’s a simple way to overcome it, which we’ll talk about shortly

Why This Myth Is Harmful

Interweaving images with HTML (text) sections brings a ton of issues.

For one, HTML sections will get altered at a very high frequency by inbox providers.

Light vs Dark mode on iPhone for example is a major problem for HTML sections.

Some people have light mode on their device and some have dark mode.

Based on what a user has, your HTML sections will be altered and unreadable at times.

I see it way too often, dark blue text in an HTML section whose background gets turned black because of dark mode… then you’re completely unable to read the message.

Also, your sizing will get all messed up based on a user’s settings.

Old folk with bad eyesight often have phone settings that enlarge text for them.

This will completely throw off the proportions and spacing of your HTML sections.

It’s very difficult to work around these issues and doing it adds way too much complexity to your processes.

More complexity leads to a higher probability of error.

How To Overcome This Partially True Myth

As we discussed, this myth does have some merit.

If you only use massive image files in your email you could look spammy.

But an easy way to overcome this is just by having HTML in the footer of your email.

Use native text to give your company location, list out some features of the brand, and your unsubscribe section.

This alone can be enough HTML to bring you out of “spammy” territory.

An extra bonus is to add “invisible text” to your footer.

Use a black background with size 2 black text with 500+ words from the website copy and pasted.

This will be a tiny little sliver in your email that isn’t readable, but has a ton of HTML data from an inbox provider’s POV.

It’s an easy way to ensure you have enough HTML and land in the inbox.

As far as the rest of your email, design on Figma and just upload images!

Email Inspiration Of The Day

Brand:
We’re Not Really Strangers

Email Design:
https://drive.google.com/file/d/19ZQyNYwWIvFwUkf3vRRhGIAxCFkoNnRC/view?usp=sharing 

Notes:
Wow. This is sure to stand out in your inbox.

This brand does a great job following their brand… they send powerful messages to empower their customers which of course builds a strong fanbase.

Strong message and the reminder on the sale is sure to absolutely crush.

Love this.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• Email designs that have crazy aura

• How to give feedback to your team

• Super cool take on a sale email…

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - I sell email design templates… If you purchase either one of these products you get access to my private community of 600+ members with daily posts from me, access to me for support 24/7, and private calls.

• 134 Mix and Match design templates that can make 5,000+ unique email designs click here »

• All core 7 email marketing flows fully templatized click here »

PPS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »