A Text Based Email Masterclass

Hey it’s Max from The Inbox Newsletter.

$8,500 vs $13,200

That was the difference in a recent AB test of a graphic-based email vs a plain text-based email.

Plain text-based emails include no images and they are formatted to show up in your inbox just like a friend sent you an email.

And that’s why they works so well.

Here are the 3 types of text-based emails you can run…

1) Short Form SMS-Style (Under 30 Words)

Literally just a couple sentences and a link.

I hate how well these work lol

These work because they feel like someone grabbed their phone and shot you a quick message.

Great for restocks, flash sales, and anything time-sensitive where brevity IS the urgency.

2) Medium Form (Most Common)

This is your workhorse text-based format.

Structure is simple:

→ Intro... short personal opening. Set the tone like you're writing to someone you know.

→ Body... the main message. Pull in a story or share a specific insight. Keep it tight, every sentence earns its spot.

→ CTA... one clear call to action at the end. Don't scatter buttons throughout. One ask.

→ PS... always include a PS. More on this in a second.

Works well for founder messages, personal recommendations, story-driven product pitches...

Basically any email where you want it to feel more intimate than a designed email would.

3) Long Form (Classic Direct Response)

Most under-appreciated format out there. This is where real copywriting craft shows up.

You're telling a story, building tension, and writing each line so it pulls the reader into the next one.

The goal is once someone starts reading, they can't stop.

This format works for deeper brand storytelling, high-AOV products where you need to build the case, and any email where the story itself is the selling mechanism.

Hardest to write well... but when it hits, it outperforms everything.

Text Based Email Tips

Formatting Rules For All

• Bold your main points. The reader's eye needs anchors even in text-only emails.

• Short paragraphs. One to two sentences then a break. White space is what makes these feel easy to read instead of overwhelming.

• Use bullet points when listing anything. Don't bury three items in a run-on sentence.

• No large copy blocks. Same rule from graphic emails... if you have more than 2-3 lines without a break, split it up.

Always include a PS.

PS sections are statistically the most-read part of any email. People scroll to the bottom, see "PS" and read it even if they skimmed the entire body.

Use this to your advantage. Restate your CTA, add a final hook, or a piece of urgency. It's your second chance to convert someone who didn't engage with the main body.

(Notice how I do this in every newsletter I send)

The magic button.

Throw a little mystery button in your footer. Link it to your homepage or a product page. Doesn't matter where it goes.

The intrigue just gets people. I have terrible ADHD and I click it every single time. Hermozi does this in his newsletter too... always links a meme or image in his footer just to get clicks. It works.

We run about 75% graphic and 25% text-based across our brands.

Text-based emails convert better on a per-send basis but they work best as a pattern interrupt... not as your whole calendar.

If you want a team writing emails like this for your brand, book a call with us here.

Email Inspiration Of The Day

Brand:
MARYJAE

Email Design:
 https://drive.google.com/file/d/1bYk5yzlhjO5N0qNzmFyxcczzHmVGr1mV/view?usp=drive_link

Notes:
MARYJAE wrapped their whole email in a "conquer your to-do list" angle and broke their lineup by what customers actually need that day. Grouping products by moment (Focus, Quick-Hit, Uplifting, On-the-Go) instead of category makes it really easy for customers to pick the right fit.

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

Cheers,

Max Sturtevant

P.S
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