Welcome to Vol.26 of Email Advice in Your Inbox!

Happy Thursday, friend

It's so good to be back in your inbox today 🙂


Today, we're sharing some experts we're learning from in the email and marketing space. Along with that is an evergreen resource we've been putting some time into, just for our community.

The knowledge keeps coming. We still have a ton more expert resources, links and tools (which is why you're here, isn't it?).
 

Here's what you'll learn this week
 

• Capturing critical reader RAM
   

• This week's top email resources
   

• Email expert practical tip of the week
   

• Smart email senders we're learning from
   

• The fun stuff: The dread of actually hitting inbox zero
   

Time to get down to this week's email learning 🚀

If you're in the game of sending emails, you'll know that capturing and keeping attention in the inbox can be tough.
 

Why is this the case if folks have signed up to hear from me, you may be asking?

Well, think of it this way: The human mind is, essentially, a high-performance computer.

Like any computer, it has a finite amount of RAM – that crucial short-term memory that handles immediate tasks.

Your subscribers' inboxes can be seen as a complex program running on this computer, constantly vying for precious RAM alongside numerous other apps.

And your emails aren't just competing with other emails.

They're up against a barrage of notifications, social media updates, and endless streams of information flooding your readers' devices.

Each of these is a program running in the background, eating up valuable mental resources.
 

This means you have two goals:

• Capture enough of that mental RAM to get your emails opened.
   
• Once opened, use that allocated attention efficiently and effectively.
   

Today we'll outline a few quick ways you can get your emails to stand out in crowded inboxes, capture reader attention, and deliver your message effectively – all while respecting the constraints of a reader's mental RAM.

Are you doing this well? Let's run through a few quick checks to make sure you do this well in your next email.
 

Let's begin with the first question you need to answer:

Do my emails stand out in a crowded inbox?

There are two critical components to getting this right:

1. Are you a valuable, trusted sender?
2. Has your subject line and preview text done their job?

The first begins with the value you promise new sign-ups, and how you follow through with value.

This is where your content, the relevance of that content, and how you deliver that content come into play.

Though this will differ based on the types of emails you send, if you're simply sending to tick a box or to get that damn promo out, then you're potentially lowering your chances of future emails being opened.

Next, your subject lines do need some work. Quirky or catchy subject lines only go so far.

• Are you monitoring which subject lines work best from past campaigns?
• Are you researching what's working in email right now?
• Is it merely a hook to get your emails opened, or is it contextual and honest?

If you've answered no to any of these, then you'll need to get to work.
 

(PS: Here's a great resource to help you work on those subject lines)
 

Here's the next question to ask yourself:

Can my readers quickly grasp my message?

This is where basic elements and structure such as short paragraphs, bullet points and subheadings come into play.

You'll also want to implement a strong visual hierarchy. Begin with these quick points:
​​

• Use lists: Bullet points and numbers for easy digestion
• Short paragraphs: 2-4 sentences max, varying in length
• Single-column layout: Mobile-first, responsive design next
• Visual breaks: Icons, lines, or small images between sections
• Consistent colours: Contrast for headings, highlight key points
• Consistent formatting: Varied font sizes for headings/subheadings
• Build a clear hierarchy: Key info first, details later (more on this here)
• More white space: Add padding and wider margins, especially on mobile
   

The goal for each of these elements is to help readers quickly grasp your message across devices and attention spans.

Keep their RAM. Don't forget this.
 

Here's one more question to ask yourself:

Is my content content tailored to my audience and their devices?

Here are the two elements you'll need to work on to do this well:

• Segment your audience and use dynamic content based on preferences
• Ensure mobile responsiveness and fast loading times

Dynamic content is one of the most underutilized tools in most email senders' arsenals.

Why build 10 emails that appeal to 10 different sets of interests or customer segments, when you can build a single email that adapts to their expected content?

This is time-saving, personalisation gold 💎
 

(Here's a great place to begin)

You also cannot sleep on how many emails get opened and read on mobile devices. 

If your message doesn't flow well or isn't perfectly legible on someone's mobile, then you've wasted a big part of your efforts

This is an entire topic on its own, so get reading here if you're looking for insight on where to begin.
 

These insights are easy enough for any email sender to begin with. 

Even you, serious email senders, can take a step back and make sure you're nailing the basics well.

Did any of these tips capture any of your RAM in the right way?

Let us know👇
 

Email resources of the week

Cool articles and resources to help you become a better email sender

Email Expert Practical Tip of the Week

Today's tip is from email expert and strategic maestro, Brennan Dunn.
 

Brennan shares some brilliant insights on launching a new product or promotion via email.

These tips are both practical and helpful, with quick breakdowns on how to achieve the right mix in your emails to get this right.


Make sure you click here to read these four 👈 

Smart email senders we're learning from

We believe that learning from some of the greatest in the industry is one of the best ways to improve.

Here are three emails we found that followed sound email principles or used innovative strategies to nail their email goals.

Take a look at this week's best 👌
 

Some more (email) fun to make your day better

It's coming up to that time of the year when everyone's a little spent 😪
 

This meme by @Olivianuzzi shared by our friends at Guru Media Hub on LinkedIn pretty much sums it up in a nutshell.

It's okay. Inbox zero isn't a thing for us mere mortals.

Either way, you can reply to those emails tomorrow. You officially have our permission.
 

(PS: Give the guys at Guru Media Hub a follow on LinkedIn while you're at it.)
 

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