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Let’s talk email. You know, that old-school, unsexy marketing channel that somehow still generates a jaw-dropping $42 for every $1 spent.
Here’s the thing – email isn’t the quiet, predictable corner of the marketing world it used to be. As Melanie Balkie, CEO and Founder of The Email Marketers, tells us, “In 2025, email is going to get tougher, noisier, and way more competitive.”
So, how do you cut through the chaos, stay out of the dreaded spam folder, and keep your customers engaged? Melanie Balke’s got the playbook, and we’re breaking it down for you.
Deliverability: Your Inbox Reputation Matters
First up, deliverability.
Think of it as your email program’s street cred. If you don’t have it, your messages aren’t getting seen.
According to Melanie Balke, platforms like Google, Yahoo, and (soon) Apple are making it harder to hit the inbox. New standards demand high open and click rates while keeping spam complaints below 0.02%.
The biggest problem is that once you’re flagged as a “bad sender,” crawling out of the corner of shame is nearly impossible.
Melanie Balke’s Tips to Stay in the Game:
- Stop sending to your entire list. Mass blasts are dead. Instead, segment your audience and send smarter.
- Clean your list regularly. Dead weight (aka inactive subscribers) will tank your reputation faster than you can say “spam folder.”
- Monitor metrics religiously. Know your open rates, click rates, and complaint rates—and optimize based on the data.
The TL;DR? Your email program is only as good as your deliverability. Protect it like your marketing life depends on it.
Plain Text Emails: The Underdog Strategy
In a world of flashy, overdesigned emails, plain text is having a moment. Why? Because it’s real, relatable, and stands out in the cluttered inbox.
Melanie Balke’s take: “Plain text emails are pattern interrupters—they catch attention because they feel personal.”
But don’t mistake plain text for plain boring. The magic lies in the details. You still need storytelling, emotion, and a strong persona.
Real-Life Example: Original Grain
Nate, the VP of Marketing at Original Grain, crushes plain text emails by creating a persona that feels like a friend dropping into your inbox. His emails use humor, storytelling, and relatable vibes to build genuine connections.
How to Nail Plain Text Emails:
- Develop a persona. Who’s writing the email? Make it someone your audience can connect with.
- Tell a story. Skip the “Our sale ends tonight!” snooze fest. Share something that hooks readers emotionally.
- Keep it human. Think less “corporate update” and more “text from a friend.”
The goal is to make your audience smile, laugh, or feel something and then click “open” the next time they see your name in their inbox.
Send More Emails (Yes, Really)
If you’re clutching your pearls at the idea of sending more emails, take a deep breath. Melanie Balke’s advice is clear: “In 2025, it’s not about value vs. quantity—it’s about delivering value at quantity.”
The data backs her up.
Brands are sending 4x more emails than they did last year to achieve the same results.
Why? Because inbox competition is fiercer than ever and the first hurdle is simply being seen.
How to Strike the Balance:
- Start with visibility. More emails mean more chances to land in front of your audience.
- Deliver value every time. If someone opens your email and feels like it was worth their time, they’ll open the next one.
- Track engagement. Keep an eye on metrics to make sure your increased frequency isn’t tanking your deliverability.
As a marketer, you need to look at it this way – the more touchpoints you create, the better chance you have of catching your audience at the right moment.
Put It All Together: The Holistic Email Strategy
Here’s the key to Melanie’s email rules – none of these strategies exist in a vacuum. High deliverability, plain text emails, and increased frequency all work together to amplify your results.
Melanie Balke calls it the “magic sauce” of email marketing: “When you combine these tactics into a cohesive strategy, you’re looking at a 20-30% boost in performance. It’s about putting all the pieces together to make your program unstoppable.”
Why It Works:
- Great deliverability means your emails actually get seen.
- Plain text adds a human touch that builds relationships.
- Increased frequency ensures you stay top of mind in a crowded inbox.
Email Marketing Done Right
Email isn’t going anywhere, it’s just evolving. In 2025, the brands that succeed will be the ones that adapt, combining the fundamentals with fresh tactics to cut through the noise.
Start cleaning your lists, crafting those plain text stories, and ramping up your send schedule (without sacrificing value). As Melanie Balke says, “If you think you’re sending enough emails, send more. Just make sure they’re worth opening.”
Now, go make your inbox game stronger than ever.
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