What would you put on a jumbotron?

Yo! Paperboy here 🗞️

This is the state of the world.

Short-form videos are rotting our brains. And it’s not changing anytime soon.

Customers don’t have time to read long paragraphs in your emails. They can barely focus on a movie they stood in line and paid $20 to watch.

They crave dopamine hits.

And in email marketing that looks like:

• Quality product drops

• Big sales

• Crazy brand activations

• A+ Non-Promotional Content

Every email you send should ideally be:

• concise

• skimmable

• visual

• entertaining

Is there a place for long-form and text-only content?

100% Yes. But…

You better be damn sure the copy is top tier. Otherwise, your customers will be pissed they spent time reading it, and likely never read your emails again.

Think about the jumbotron

Every time you send an email, it’s like blasting an ad to an arena full of people on the jumbotron.

Remember the last sporting event you went to?

The advertisements on the jumbotron that were boring and full of text usually get missed.

Instead, you typically only pay attention to the kiss cam, the players saying funny things, that security guard pulling off insane dance moves, etc.

Figure out what that content is for your brand.

How do you pattern interrupt people who are doomscrolling their emails?

The rules are the same to tiktoks & instagram reels:

• have a strong hook

• have engaging body content

• close them with a strong CTA

Recent campaigns with good pattern interrupts

I pulled together a few campaigns that stood out to me using Milled (it’s like Pinterest for emails).

Every demographic is different and what interrupts the doomscroll for one audience, might not work for another. As always, know your audience...

Hope you like:

• Jupiter - 2 truths & a lie (everyone loves a good 2 truths & a lie)

• Framebridge - Frame the good stuff (bold visual interrupt)

• Dude Wipes - Does pooping make you smarter? (crazy question + crazy visual)

• 1906 - Off Duty while you’re on duty (sent at lunch to relate to remote workers)

• dbrand - 11 years of torturing Linus 🤏🏼 (unhinged headline)

• Beyond Yoga - New & inspired by court sports (punny + great visuals)

Before you hit that next send ask yourself:

Would I put this up on a jumbotron?

Meme: Reminder to always double check your segments

That’s all for now,
Paperboy 🗞

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