Key facts
- Use plain text, or simple HTML that looks like plain text.
- Cold email should look like one person writing to another: no banners, buttons, logos or heavy formatting.
- Designed templates read as marketing, are more likely to land in Promotions or spam, and get fewer replies from people who have never heard of you.
- A message with images, buttons and a big footer looks sent to thousands, even when it is not.
Why does design hurt?
Filters and people both recognise newsletters. A message with images, buttons and a big footer looks sent to thousands, even when it is not.
What about my logo in the signature?
Leave it out of cold email. A text signature with your name, company and postal address is enough.
How many links is too many?
Keep it to one at most, or none in the first email. Links in Buzz Send go straight to their page with no tracking redirect.
How to make an email look personal
- Remove images
Including the signature logo.
- Remove buttons
Write a plain question instead.
- Keep one link at most
Or none in the first email.
- Send a test to yourself
It should look like an email from a colleague.
When does Buzzlist fit, and when does it not?
It fits when
- You want plain emails written and sent for you.
It does not fit when
- You want designed newsletters. That is email marketing to people who opted in.
Questions people ask next
Does bold text hurt?
A little formatting is fine. Keep it rare.
Can I attach a PDF?
Not to a first email. Offer it and send it when they say yes.
Do I need an unsubscribe link?
You must give a way to opt out. A plain line such as "Reply no thanks and I will not write again" works, and Buzz Send suppresses opt-outs for good.
Is plain text less professional?
No. Most real business email is plain.