This webinar, led by two of our marketing executives at Drift, focuses on the demise of HTML emails, and the rise of more human, plain text emails.
A majority of the marketing emails currently being sent have sacrificed substance for gloss and frills. Today’s buyers want authenticity and realness in the marketing emails that they receive. There has to be an element of genuine human connection for them to even consider engaging with you.
This is why Kate emphasizes email replies over clicks. While clicks are obviously great, replies are actually conversations. Even if someone clicks through to a page, there’s no guarantee they’ll convert, whereas a reply is a conversion in itself.
Drawing on an actual Drift email example, Mark further highlights the importance of email authenticity and its ability to better engage potential buyers. Images and/or gifs in particular add a realness to a marketing message that is impossible to replicate with templated HTML content.
It’s imperative that you don’t simply embrace common marketing practices, but focus instead on what’s current and proven to work. Real, human communication resonates with buyers much more than any templated email ever could.