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Slick Strategies

The question I keep asking about email strategy.

  Gregg Blanchard     August 16, 2021    

I recently wrote about StickerMule's email strategy. I get emails from hundreds of brands, but I open, read, remember, and act on the stuff I get from this brand more than any other in my inbox.

And when you consider the strategy they employ:

If you're anything like me, you start to question a lot of stuff about your own (and others') approach to email marketing. But where my brain goes specifically is all the other emails I write.

I have a sort of internal checklist I go through on bigger, more important internal emails to the people I work with at my day job.

  • Don't waste time: get right to the point - no novels.
  • Make it clear what I need from people - don't hide the ask.
  • If it gets long, save less important stuff for later.

Even if I were a brilliant writer, I know that expecting people to read every letter of a 300-word email is naïve at best. Why? Because I've written enough marketing emails over the last decade or two to know that If I send a long, drawn-out email to a group of people before a meeting, I'm asking for that group to have no clue what I'm talking about when we get on our call.

So instead I try to keep things to 1-2 sentences. I may make the ask bold so everyone knows what i need from them, and I'll leave out a lot of stuff to ensure my email doesn't get too long and, thus, overwhelming to read.

You know what that sounds a lot like?

Sticker Mule's emails.

Like this other one I got over the weekend.

There is absolutely a place for beautiful design and amazing copy and perfectly rendering templates, but I think there is also a case for simplicity. For focus. For brevity. For aligning our emails to folks' attention spans instead of fighting against them.

Where's the balance? I don't know, but definitely still chewing on this one.