What if we wrote shorter messages with less style, more like you might write to a friend?
In Pat Flynn’s Email Marketing Cheat Sheet he lays out 5 Universal Rules. Rule #1 is to “Keep your email formatting simple”. He goes on to say, “I suggest sending emails like you’re sending them to a friend… Just text on a white background. That is what has always worked best for me.”
Seth Godin says, “value and clarity beat decoration.”
Sean D’Souza of Psychotactics strongly advocates for simple, personal-looking emails.
Written by Joel Dare on 07/28/2025.
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