Pablo Picasso said, "Learn the rules like a pro, so you can break them like an artist." I’m a bit of a rebel at heart—it got me thinking about email marketing. There are so many best practices and rules we’re supposed to follow, but sometimes the real magic happens when we step outside the box and break those rules in creative ways. Like an artist who knows when to push the boundaries, I’ve developed a healthy relationship with the “rules” of email marketing—understanding when to follow them and when to challenge them. So, here are 5 ways we can break the rules of email marketing and get better results by doing it.
#1 Rule: Keep subject lines short and to the point.
Break It Creatively: Experiment with long, intriguing subject lines that tease the content. Instead of something short like "Summer Sale," try "We’re Giving You 3 Reasons to Be Excited About Summer (Hint: One’s a Discount!)." As long as the subject is engaging and sparks curiosity, a longer subject line can stand out in a crowded inbox.
#2 Rule: Stick to a regular email schedule.
Break It Creatively: Throw in a surprise email to delight your subscribers! While consistency is important, breaking your routine with an unexpected email (like a “Just Because” discount or a fun, off-topic message) can increase engagement. A surprise adds an element of delight, making your emails less predictable and more exciting.
Break It Creatively: Multiple CTAs can work when done thoughtfully. If you know your audience well, you can craft an email with segmented CTAs for different types of readers. For example, one might lead to a product page, while another suggests reading a blog post. The key is to design the email so that no CTA competes for attention—give each its own space.
#5 Rule: Follow the "Inverted Pyramid" format in email copy (start with the most important info)
Break It Creatively: Build suspense by holding back the key information until the end, encouraging readers to scroll and engage longer. You can use storytelling, mystery, or humor to engage readers in a narrative before delivering the big reveal or CTA at the bottom.
These five examples show how knowing the best practices in email marketing allows you to break them in creative, effective ways, keeping your content fresh, engaging, and unique! Just remember, always A/B test to see what works best for YOUR audience!
Lealyn Papaya is the founder and chief email marketing maestro of Easy Emails, a company dedicated to making high-quality email marketing accessible to businesses of all sizes. With a background in agency life and a knack for breaking the mold, Lealyn brings creativity and strategy together to help clients craft emails that not only look great but drive real results. When she’s not crafting killer campaigns, she’s sharing her love for email marketing through helpful blogs and creative tips.