The weird thing I do in email marketing and why it works

I’m a weirdo and weirdoes do weird things.

So of course I wouldn’t do email marketing the same way as everybody else, right?

Now the thing I do different will likely surprise you and you won’t understand my reasoning.

That’s why I’ll explain to you in this article, exactly what I do, why I do it, and why it works so well.

I would be in deep trouble with my competitors if they did the same.

Before you go on, you have to know that I’ve added my affiliate links to this article.

Remember Microsoft Exchange?

I got on the internet in 1995.

Before that time, I was on FidoNet. The thing in common between the internet back then with Microsoft Exchange and FidoNet was email.

You could send direct mails to people in your address book.

And you could do that only in txt format.

No bold, no italic, no images, no headlines…

Only the standard installed font.

Why would anyone use that format in 2025?

Crazy, right?

And yet, I do. Both in my private emails and when I do email marketing.

I send daily emails to my list and they are all in clean txt format only.

There are many advantages to txt emails.

Space is one of them. Text takes up much less space. But that’s not the main reason for me.

My main reasons are:

• It’s clean and it looks the same on Windows, Mac and phones.
• Deliverability is MUCH higher. I get 99.9 or 100% delivery each time I send.

Why does it matter?

You can’t hide harmful links in clean text. The link shows. This means that the higher powers, spam filters and web hosts, can see no reason to weed out my emails, unless I fill them with spam words.

But… that causes me a problem

All autoresponder services (or ISPs) offer HTML.

HTML is the scripting language you see on WWW. It’s used for homepages so you can add images, make bold, italic and underlined text and headlines and more formatting stuff.

Usually, you can use a template for HTML.

That means you can add your address and an unsubscribe link.

Very few ISPs offer text only.

AWeber used to do it. Maybe they still do.

NuevoMailer, a selfhosted autoresponder, does it.

But there are no built-in templates for txt emails.

That’s why I have a framework for writing emails

I don’t write them directly into the autoresponder.

Been there, done that, lost the email.

I write in a program on my computer.

That program has been Notepad++, Notion and now it’s Kortex.

Step #0: At one point, I came up with a template for text emails and I’ve added it to Text Blaze so I can easily call it forth when I need it.

Step #1: I sit down at my desk with a cup of coffee with butter and heavy cream.

Step #2: I think about the product I’m going to promote in an email. What problem does it solve?

Step #3: Then write a story that will illustrate this problem. I will then segue into showing the product as a solution.

Step #4: I copy the text from Kortex and open nuevoMailer in my browser.

Step #5: I write /mail and template and text automatically is inserted and ready to send as an email. I will either queue it or send it directly if I’m late.

Wanna see it in action? Here you are: https://somup.com/cTlf6hRTk2

No sound.

I love simple

And this system is simple.

1. Write email in a text editor.
2. Copy the text and use it with a program like Text Blaze.
3. Insert the text content and the template to the autoresponder.
4. Coffee is optional but recommended.

If you want to use a similar simple system, then go for this one: https://brittmalka.gumroad.com/l/make10

It’s a book you can buy from Gumroad. I wrote it to show what I do to make beermoney (coffee money in my case) from small pieces of action I do once and it keeps paying me.