A few years ago, when I was just starting in copywriting, I’d get fired up defending a specific style of email copywriting.
I believed there was one “right” way to do things.
But over time, I learned that wasn’t true. Different email styles—whether text-based or image-heavy—can work depending on the context.
These days…I’m a lot more relaxed.
I don’t feel the need to defend my writing unless I’m sure it’s the best approach for the situation.
This occasion happened 2 days ago.
I was discussing my emails with a client, and someone asked:
“Why are our emails mostly text-based?”
Before I could reply, a team member jumped in:
“Maybe it’s because our product is expensive, so more copy helps convince the reader.”
Then came the counterargument:
“What about Apple emails? Can’t we do something like them? Simple, image-heavy, less copy, and still sell high priced items?”
The moment I heard that, my eye twitched. Not this argument again…can’t count the number of times people use Apple as the business to follow for marketing.
Apple plays an entirely different game.
They’ve built a brand so strong that a direct response-style, text-heavy email would look completely out of place for them.
But more importantly, email marketing is about context.
You can’t judge an email in isolation. It’s part of a bigger picture: branding, the offer, and the overall marketing strategy.
So sure, we can emulate Apple’s style. But before that, we need to ask:
Does this align with our brand?
Can we explain the product clearly with minimal copy?
Are we so present in our customers’ lives that we can rely on visuals alone?
Should this approach work for all emails across the customer journey?
It’s not about whether text or image-heavy emails are “better.”
It depends on the business, the goals, and the audience.
The same goes for the monthly email promotions I create for clients.
Businesses that benefit the most from my services are usually already sending text-based emails. The challenge they face is that they either don’t have the time to craft them or struggle with ideas for what to say during promotions.
Here’s another thing…Email promotions work best when they feel like they’re written by a real person.
When I can weave in personality and personal stories, the emails feel more intimate—like a conversation—rather than a cold, corporate-sounding B2B message.
That’s why I focus on text-heavy emails.
In text-based emails, the words do the heavy lifting. And unlike image-heavy emails, you don’t have to worry about whether the visuals load properly or if they’ll even grab attention.
If your business already sends text-heavy emails and you’re ready to get more sales from this channel, I can help. Check it out here:
