Content types for broadcasts

Not every email needs to be a 'newsletter'. Mix formats to keep engagement high.

Formats

• Personal letter-style
• Curated links / roundup
• Single-topic deep dive
• Product / offer announcement
• Case study / story
• Q&A

Mix ratio

8:1 value : promotion. Mostly value, occasional ask.

Plain text vs HTML

Plain text often outperforms for personal-feeling broadcasts. HTML for DTC product showcases.

What to do with this

• Default to plain text for most B2B and SaaS broadcasts, it feels personal and wins on deliverability
• Use HTML design for DTC product showcases where imagery sells, plain text can't carry the visual pitch there
• Mix formats deliberately across the month, readers who only get one format develop format-fatigue
• Test plain-text vs HTML against the same audience, in most B2B categories plain text wins on click + conversion
• Match format to intent, educational content plain text, promotional content HTML with visuals