THE GREAT JONES – PLAINTEXT EMAIL SPOTLIGHT
Screenshot of the actual email sent by The Great Jones team
Brands, take note: sometimes a picture is actually worth a thousand(ish) characters.
TGJ, a cookware company, could have crafted this email to be filled with beautiful imagery and highly polished design but chose to lean into a plain-text format, instead. Each word choice is deliberate, forcing the brainpower behind this email to intimately consider their audience for maximum reception (and engagement).
The takeaway: DTC storytelling via email should not always default to a wide array of images, commanding CTAs, or highly polished design elements. Sometimes, with the right understanding of your target audience, supported by just a dash of consideration, your brand can send out an informative, objectives-driven, plain-text email that will connect with your audiences and almost guarantee email deliverability.
