Five years ago, It was almost hard to see Emails That Convert.
I followed every “rule” religiously:
- Short subject lines.
- One clear call-to-action.
- Professional, polite tone.
But my emails? No use 😟
Introduction: Why “Best Practices” Are Killing Your Results
Then I stumbled onto a secret: The best converters aren’t following rules—they’re breaking them.
Brands like Dollar Shave Club, Gymshark, and Liquid Death ignore traditional advice to generate millions. Today, I’ll show you their “Rule Breaker” formula—and how to use it even if you’re a total newbie.
Rule to Break #1: “Keep Emails Short” → Write Novel-Length Emails
What “Experts” Say: “People have short attention spans! Get to the point!”
What Top Brands Do:
- Dollar Shave Club sends emails with 500+ words telling quirky stories about razors.
- Why It Works: Long-form emails build rapport, address objections, and guide readers through a journey.
Your Action Plan:
- Start with a personal story: “Three years ago, I nearly burned down my kitchen trying to…”
- Use subheadings to chunk text: “Here’s why this matters → The mistake 90% of people make → How to fix it”
- End with a punchy CTA: “If you’re ready to [benefit], click here.”
Case Study:
A SaaS client swapped their 100-word promo email for a 600-word story about customer struggles. Result: 42% more trial signups.
Rule to Break #2: “One CTA Per Email” → Add 3-5 CTAs
What “Experts” Say: “Don’t confuse readers! Stick to one ask.”
What Top Brands Do:
- Gymshark includes 4+ links in emails: “Shop Men,” “Shop Women,” “New Arrivals,” “Limited Editions.”
- Why It Works: Different readers respond to different triggers.
Your Action Plan:
Place CTAs strategically:
- Top: “Skip the waitlist →”
- Middle: “Watch the demo →”
- Bottom: “Get 50% off →”
Vary CTA types: Links, buttons, text hyperlinks, PS notes.
Track clicks: Use tools like Mailchimp to see which CTAs perform best.
Pro Tip: Repeat your main CTA twice (e.g., top and bottom).
Rule to Break #3: “Sound Professional” → Write Like a Drunk Friend
What “Experts” Say:
“Use proper grammar! Maintain brand voice!”
What Top Brands Do:
- Liquid Death (water company) emails read like a metalhead’s texts: “Murder your thirst. This ain’t your grandma’s H2O.”
- Why It Works: Personality cuts through inbox noise.
Your Action Plan:
- Use slang your audience uses: “Lit,” “Salty,” “GOAT” if it fits.
- Add humor: “This email won’t bore you to death. Probably.”
- Break grammar rules: Fragments. ALL CAPS. Emojis. 😤
Example:
- Boring: “Our software increases productivity.”
- Rule Breaker: “Your team’s about to get 6 hours back/week (no, we’re not selling cocaine).”
Rule to Break #4: “Avoid Controversy” → Pick a Fight
What “Experts” Say:
“Stay neutral! Don’t Annoy anyone!”
What Top Brands Do:
- Patagonia’s emails attack fast fashion: “Don’t buy this jacket… unless you need it.”
- Why It Works: Polarizing messages attract superfans.
Your Action Plan:
- Attack a common belief:
- “Why ‘Quality Over Quantity’ is Terrible Advice”
- “Most [Industry] ‘Experts’ Are Full of Crap”
- Take a stand: Support a political/social cause your audience cares about.
- Use spicy subject lines: “Your Competitors Are Lying to You”
Warning: Only break this rule if you know your audience’s values cold.
Rule to Break #5: “Send Weekly” → Bombard Inboxes Daily
What “Experts” Say:
“Don’t spam! Send 1-2 emails/month.”
What Top Brands Do:
- Booking.com sends 3-5 emails per day about hotel deals.
- Why It Works: Repetition builds familiarity (and FOMO).
Your Action Plan:
- Segment aggressively: Send daily emails only to hot leads (e.g., cart abandoners).
- Vary content: Mix promos, stories, and value (e.g., tips).
- Let subscribers choose frequency: Add a preference center.
Case Study: An e-commerce brand increased revenue by 200% after switching from weekly blasts to 3x/week storytelling emails.
The Rule Breaker Template (Steal This!)
Use this structure for any email:
- Subject Line: Controversial Hook
- “Why Your [Industry] Strategy is Obsolete”
- Opening Line:
- Personal Anecdote “I wasted $10K on ads before realizing…”
- Body: Long-Form Story + Data
- “Here’s what happened → Why it matters → Proof it works”
- CTAs: 3-5 Links/Buttons
- Top: “Skip to the solution →”
- Middle: “Watch case study →”
- Bottom: “Get the tool →”
- PS: Polarizing Teaser
- “PS: If you ignore this, your competitors will eat your lunch.”
How to Test Your Rule Breaker Emails
- Start small: Pick one rule to break in your next email.
- A/B test:
- Version A: Traditional email
- Version B: Rule Breaker email
- Measure: Track opens, clicks, and unsubscribes.
- Scale: Double down on what works.
Tool Recommendation: Use Klaviyo for easy A/B testing and analytics.
Why This Works (The Psychology Cheat Sheet)
- Curiosity Gap: Controversial hooks make readers think, “I need to know more.”
- Mere Exposure Effect: Frequent emails increase brand familiarity.
- Tribalism: Polarizing messages attract loyal “tribes.”
Your First 3 Steps (Start Today)
- Rewrite one boring subject line with a spicy take.
- Before: “New Software Update”
- After: “Why Our New Update Will Piss Off Your Team”
- Add two extra CTAs to your next email.
- Send an email tomorrow (even if you “should” wait until next week).
Final Thought:
Break Rules, Not Trust The Rule Breaker formula isn’t about being reckless—it’s about being memorable. Test these tactics, track results, and ditch any “rule” that doesn’t serve your audience.
Your Turn: Which rule will you break first? Comment below (I’ll respond!).
PS: Want my Rule Breaker Email Swipe File? Reply with “Crazy Emails” and I’ll send you 10 templates that converted over $1M. 🚀
