11 Unconventional Email Marketing Tactics that Delivered Positive Results
Email marketing continues to evolve, with innovative strategies emerging to capture audience attention. This article explores unconventional tactics that have yielded positive results, backed by insights from industry experts. From personalized video emails to data-driven subject lines, these approaches offer fresh perspectives on engaging customers and driving conversions.
- Personalized Video Emails Boost Engagement
- Intent-Based Nurture Sequences Improve Click Rates
- Serialized Storytelling Campaigns Increase Conversions
- Apologetic Emails Reactivate Dormant Customers
- Non-Promotional Check-Ins Foster Human Connection
- Interactive Quizzes Tailor Email Recommendations
- Logistics Liaison Program Builds Industry Trust
- Choose Your Own Adventure Emails Empower Readers
- Data-Driven Subject Lines Increase Open Rates
- Quality Email Lists Drive Long-Term Success
- One-Word Subject Lines Spark Curiosity
Personalized Video Emails Boost Engagement
One creative tactic I tried was using personalized video emails for a product launch. Instead of the usual text-heavy email, I recorded a short video explaining the product's benefits, showcasing it in action, and addressing specific pain points of the recipient. This personalized touch made the email stand out in a crowded inbox and created a stronger emotional connection with potential customers. The click-through rate and engagement levels were significantly higher than traditional emails I had sent previously. The success came from combining personalization with a unique format that felt more genuine, breaking away from the typical email approach. The key takeaway here is that moving away from cookie-cutter emails can really boost engagement and response rates.
Intent-Based Nurture Sequences Improve Click Rates
What really worked well for us is that we send nurture sequences based on user intent. We don't have a time-bound schedule of emails that go out every 24/48/72 hours or something like that. Instead, we track what people are engaging with (like blogs, whitepapers, or service pages). Based on this, we segment them and send content they would be interested in.
We experiment with different content formats too. Sometimes we send a short email with a quick industry insight. Other times, we send out in-depth client success stories. And of course, there are the usual checklists/cheat sheets which we share with a light CTA like "book a discovery call".
Basically, we make sure we are designing every email to move people to the next step in the funnel, not directly convert. This reduces friction, and we are able to match the pace of how people actually make decisions. Since we have started these nurture sequences, we've seen fewer unsubscribes. The open rates are roughly similar, but click rates have more than doubled.
Serialized Storytelling Campaigns Increase Conversions
Utilizing storytelling through a serialized email campaign is one creative or unconventional email marketing tactic we've tried to get positive results. Instead of using conventional email practices for promotion, we created a campaign consisting of a series of emails to tell an interesting story over a few weeks.
Here is the concept behind that strategy:
The emails featured a fictional character facing challenges within the industry or specific business niche. The character demonstrated how using the company's products simplified these challenges.
Each email ended with a cliffhanger, making readers curious about the next installment. This created a sense of anticipation and brought more engagement for the next chapter.
The focus on engagement and higher open rates due to curiosity, as well as the shareability of the emails, helped the concept stand out.
This approach not only improved overall engagement but also boosted conversion rates as people were more likely to make a purchase based on trust.
Apologetic Emails Reactivate Dormant Customers
I once tried sending an apology letter to users who had not opened an email for more than 90 days. I offered them a higher discount and used a tone of remorse in the letter, blaming myself for not providing these customers with quality service. I explained that I was making more concessions to compensate them and succeeded in winning these customers back. This campaign achieved an open rate of 25%, a click-through rate of 2.5%, and a conversion rate of 1.5%.
Compared with traditional HTML emails containing images and text, my plain text campaign had an advantage in terms of email deliverability. It aroused the curiosity of users very effectively.
Non-Promotional Check-Ins Foster Human Connection
One unconventional email tactic that delivered great results was sending a "non-promotional check-in email" with the subject line:
"Not selling anything — just checking in"
Inside, we simply asked how they were doing, shared a quick behind-the-scenes update from our team, and offered a free helpful resource (no strings attached). No product pitch. No discount. Just human connection.
It stood out because it broke the rhythm of typical sales emails. Open rates jumped by 35%, and we got dozens of direct replies — many thanking us and some even initiating purchases on their own.
What made it work? It felt like a relationship, not a transaction. And in inboxes full of noise, that authenticity is rare — and powerful.
Interactive Quizzes Tailor Email Recommendations
One unconventional email marketing tactic I tried was segmenting my email list based on user behavior and sending highly personalized, interactive content. For instance, instead of just sending a typical promotional email, I included a short quiz or poll directly within the email, which encouraged recipients to engage. This not only made the content feel more relevant and personal but also boosted click-through rates significantly. The real standout was the follow-up emails that used the quiz results to offer tailored recommendations, which felt much more engaging than generic offers. This tactic made the email experience interactive and dynamic, increasing user engagement and ultimately conversion rates. It shifted the focus from purely transactional to creating a personalized experience, which made a huge difference in how customers perceived the brand.
Logistics Liaison Program Builds Industry Trust
One email marketing tactic that yielded impressive results was our "Logistics Liaison" program. Instead of the typical promotional emails, we created personalized messages where I directly connected high-potential prospects with one of our existing clients in their vertical who had similar fulfillment challenges.
The unconventional element was the transparency. We'd share anonymized but specific metrics from a similar business showing their before/after fulfillment KPIs, then offer to make a direct introduction (with permission) to discuss their experience. These weren't testimonials – they were relationship bridges.
The results were striking. Open rates jumped 47% compared to our standard campaigns, and conversion rates nearly doubled. What made it stand out was that we weren't selling our matching service directly; we were facilitating peer learning between eCommerce operators facing similar fulfillment hurdles.
I've spent years in warehouses watching 3PLs struggle to communicate their value proposition. This approach worked because it addressed the fundamental trust gap in our industry. Most eCommerce founders have been burned by fulfillment promises, so hearing directly from peers who've navigated similar waters creates instant credibility.
The key insight was recognizing that in the 3PL space, data without context is just numbers. By humanizing our email approach and positioning ourselves as connectors rather than sellers, we built relationships that transcended the typical vendor-client dynamic. That's ultimately what moves the needle in logistics partnerships.
Choose Your Own Adventure Emails Empower Readers
At Estorytellers, I tried out a fun email marketing strategy that I like to call the "choose your own adventure" email. Rather than just sending a regular newsletter, I let recipients click on various links to explore topics like ghostwriting, publishing, or marketing, based on what caught their eye.
This made the email feel much more interactive and personalized, which really made it stand out from the usual one-way messages. The result was a 26% increase in engagement and clicks, as people felt in control of shaping their own experience. It was a great way to break free from the typical email routine and connect with readers in a more engaging way.
I learned that giving people options and a sense of involvement can turn passive readers into active participants.
Data-Driven Subject Lines Increase Open Rates
It may seem simple, but using data points in our subject lines helps us stand out and get higher open rates. People are desperate for interesting, credible content these days, and a compelling data point piques their interest and makes them eager to learn more.
Quality Email Lists Drive Long-Term Success
With email marketing, it can be difficult to actually have your message read because there are just so many emails a person receives on a day-to-day basis. So, how do you make an impact with your email marketing when it is so oversaturated?
The best piece of advice for when you are just starting out with email marketing is to build a quality email list. While buying an already curated list may be tempting (and much easier), this is not the route to take, as you want to have a list that frequently engages and is genuinely interested in your content and business. In order to gather a quality list without buying a pre-curated list, it is important to offer something in exchange for signups. In doing this, you offer value, maybe a free ebook or discount (whatever it is, make sure it is related to your business) to engage an audience that is interested in your brand.
When having people sign up, make it extremely clear what they are signing up for (how often they will be receiving emails, what content will be in the emails, etc.) so that, again, you are creating an engaged list that genuinely wants to hear from you. Finally, while it may seem counterintuitive, you must clean your list out regularly. More engagement will lead to more sales for your business, and over time, some subscribers are expected to stop engaging as much with your emails. Removing these inactive subscribers allows you to maintain engagement rates with the subscribers that are currently active.
Email marketing is a powerful tool, but its success is completely dependent on the quality of your email list. By focusing on building an engaged list, you will set yourself up for long-term success. Remember, it's not about the quantity of how many email addresses you collect, but the quality and responsiveness of those emails.
One-Word Subject Lines Spark Curiosity
Two things come to mind: one-word subject lines and accidents
#1. One-word subject lines are having a moment right now.
People are so curious to learn more that they click and read the full email!
I opened an email from a newsletter the other day with 'Cafe' as the subject line. I've never opened an email faster.
#2. Slip-ups
I've gotten so many emails that say "sorry," "wrong link," "sh** - I didn't mean to send that last email."
I open them all.
I'm still in the early stages of testing these, but I have seen nothing but positive results thus far.
I recommend trying both of these approaches at least once!
