The magic email formula? Less and more.
After 20 years of sending emails (yes, I’m that old), here’s what works:
- Less content
- More emails
Simple, right? Let’s unpack it.
Less
Cut the fluff. Nobody wants a novel in their inbox.
- Keep copy short—like a text, not a thesis.
- Use one, maybe two images. Max.
- One call to action. One focus. No distractions.
Break it up with headings, bullet points, or bold text. Make it scannable. If it looks like a Word doc, you’ve failed.
More
Send. More. Emails.
Most people don’t send enough. If you’re doing a monthly dump of four topics, stop.
- Spread those four topics over four weeks.
- Drip-feed the content. Keep ‘em hooked.
Old-school newsletters were boring company digests. The new way? Less content per email, but more emails overall.
Example time
I got a very long email from Matt Gray (top marketer, loads of subs). Valuable? Absolutely. Overwhelming? Yep.
My fix? Take that one email and split it into nine shorter ones.
- Tease the series: “Next week, I’ll share step 1 of my 9-step list-building process.”
- Schedule ‘em. Done.
Now you’ve got nine weeks of content sorted and subscribers eager for the next instalment.
Try it
Less content. More emails. See what happens.
And no, I won’t be DMing Matt with my unsolicited advice. He’s doing just fine. 😉
Your turn—experiment and let me know how it goes.
