I once watched a video about a person who talked about his experience studying architecture in his undergraduate program.
After watching it, the main thing I learned was:
“Form follows function.”
It’s a quote that you’ll apparently hear quite commonly in the architectural space. It basically means the shape of the building should relate to its intended interior purpose. Or to look at it another way, when architects start designing their new building, it’s important that they think of the people first.
Here’s what I mean.
If you have a building that’s uniquely shaped, it may look attractive, but may be a completely different story when you step inside the building. There might be awkward shaped spaces, weird corners, or useless vacant spaces, which means wasted building materials, wasted money, and frustrated construction engineers.
That’s why the buildings we see are shaped as cubes or rectangular prisms. It may look boring, but it’s the most comfortable for people and most efficient in terms of function.
This way of thinking is especially handy when it comes to email marketing.
Think about corporate email newsletters versus text-based email newsletters.
The purpose of emails is to build relationships with your audience. Having a heavily visual email may look good, but will it help strengthen the relationship? Probably not. In my experience, I’m more likely to read through text-based emails than corporate newsletters.
Fancy looking emails and pictures aren’t going to build relationships. Your words have the ability to do so. Even though text-based emails may look boring, they also may be the most effective.
If you want to learn more on how to write emails that’ll build relationships with your list, which will lead to more sales, check out How to Become an Email Titan.