The Email Unlearning Curve

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🚀 The Email Unlearning Curve: Why Everything You Know About Retention Might Be Backwards

Most brands believe more emails = more retention and that frequency is the key to engagement. But what if your best retention strategy isn’t sending more—but removing friction?

Retention isn’t about how often you show up. It’s about how valuable you feel when you do. And the biggest retention wins don’t come from adding more touchpoints—they come from removing unnecessary ones.

It’s time to unlearn what you think you know about email and SMS.

❌ Over-sending breeds inbox fatigue. Your brand becomes another “delete without opening” habit.

❌ Promotional overload lowers perceived value. If every email is a discount, why ever buy at full price?

❌ More touchpoints ≠ more conversions. If your revenue per email stays flat while sends increase, you’re just shifting sales—not increasing them.

Instead of asking, “How can we send more?” ask, “How can we make every send matter more?”

1️⃣ Reduce Noise, Increase Impact

• Remove redundant emails—if it doesn’t provide new value, cut it.
• Replace daily promotions with anticipated content. Make customers look forward to your emails, not filter them out.
• Test quality vs. quantity—split your list and see if fewer, more valuable emails drive higher engagement.

2️⃣ Make Every Email Feel Exclusive

• People ignore routine emails but pay attention to unexpected ones.
• Use personalization beyond “Hi [Name]”—reference past behaviors, recent purchases, and real interests.
• Treat email like a limited event, not a constant broadcast.

3️⃣ Shift from Selling to Storytelling

• If every email is just another CTA, you’re training customers to ignore them.
• Use email as a mini-content platform—education, customer stories, behind-the-scenes insights.
• Make customers emotionally engage before they rationally decide to buy.

🏆 The Future of Retention is Less, But Smarter

Retention isn’t about how often you show up—it’s about being missed when you don’t. The smartest brands send fewer emails but make them matter more, replacing excess promotions with high-value touchpoints that feel rare, personal, and worth engaging with. Instead of overwhelming inboxes, they create anticipation, making every message feel like an opportunity rather than an interruption.

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🚀  Reel of the Day

Why it Works:

The unexpected “accident” setup creates an organic feel, making it stand out from traditional promotional content. The side-eye emoji 👀 in the caption plays into the "was it really an accident?" narrative.

The short-form storytelling keeps viewers watching, ensuring a strong completion rate, which is key to triggering platform algorithms. Minimal text and strong visuals ensure accessibility, making it easy for global audiences to understand without language barriers.

Instead of a loud "SALE ALERT," this tactic lets the audience "discover" the sale, triggering the Baader-Meinhof Phenomenon (Frequency Illusion) once people notice the sale, they become more likely to remember and act on it.

Broader Insights:

This reel is a perfect blend of subtle marketing, high-engagement mechanics, and organic storytelling. By making the sale announcement feel accidental yet visually impactful, it ensures maximum audience retention, recall, and virality without feeling overly promotional.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰