I know I've talked about the importance of going against the grain when it comes to copywriting…
But there are times when being boring is enough.
That's what I've discovered in my extensive experience as an email marketer: people HATE reading them. (especially those long ones that keep on yapping)
They just want to know why you're in their inbox, what's the offer you're selling, and how they can get their hands on it.
I call them “plain vanilla" emails—because vanilla, as bland as it can be, is a classic flavor that sells anytime, anywhere.
Throughout my stint as a content writer/strategist, I've seen how “think outside the inbox" emails have higher open and click-through rates due to their engaging stories…
More often than not, however, they suffer from lower conversion rates due to their longer form and less straightforward content structure.
This is why it's important to mix in plain vanilla emails that go straight for the sale, usually as automated messages that trigger based on a lead's activity.
Here are all the emails that sell, sell, and sell—and do so across all lifecycle stages.
