What Jaina Mistry said… These aren’t plain-text emails, they’re just much simpler and more focused…
Andy Montgomery

Excellent points. The first email probably suffered from a few of those issues. Also I’d say even the “plain” text emails could benefit by making them more skim-able (cut down the number of words, use headings, use direct vs. indirect style, ask the question right away etc.). Of course ideally all of this would be A/B’ed a ton of ways.

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