I. How we approach this
Email is the channel where bad writing reads loudest. A clumsy sentence in an ad gets scrolled past; a clumsy sentence in an email gets unsubscribed from. We write sequences that respect the inbox: short subject lines, one idea per email, a real ask at the end. We tend to write two more emails than the brief asks for and then cut the weakest. The result is a sequence that does its job without making your customers feel hunted.