The biggest pitfall most email marketing campaigns include is a focus on a newsletter-style template with photos, boxes, etc.

My email open rate jumped up when I started sending text-centric emails using ConvertKit. They're still technically HTML emails because they include hyperlinks (like you would send a link to a friend) but they're more personal, far more likely to make it through spam filters, and readers find them easier to read.

Beyond that, here are a few tips:

1. Write an engaging, personal headline
2. Draw readers in with the first sentence of your email (Gmail and other ESPs display this alongside the title)
3. Send at the same day and time each week (build consistency, expectations)
4. Ask questions often (replies boost delivery in Gmail)
5. Use mail-tester.com before you send every campaign

Hope that helps! If you want to get into more specifics, send me a message or schedule a clarity call.