Feastables once sent a four-word SMS that got over 15,000 replies. It didn’t have a CTA. It didn’t even mention a product. All it said was:
“Y’all got any beans?”
That message performed better than most brands’ fully designed email campaigns.
Why? Because it felt human. And in retention, human wins.
Customers don’t read emails. They scan for dopamine. They’re not here to be educated – they’re here to feel something quickly. If you don’t deliver that feeling in the first 2 seconds, they’re gone.
Gone means no click. No purchase. No retention.
Nik Sharma, “The DTC Guy” to nearly every founder on the planet, has said it for years: “Fewer words. More conversions.” Ollie Aplin, Creative Director at We Make Websites, builds 8-figure retention flows around layout before language. And Feastables? They’re proof that connection beats copywriting.
So if fewer words work better, the question becomes:
How do you say less, but mean more?
Here are three reasons DTC brands that simplify, win.
1. Clarity beats cleverness every time.
DTC founders love a clever subject line. But clever doesn’t convert – clear does. If they have to “get it,” they’ve already bounced.
The average SMS is scanned in under 3 seconds. That’s not enough time to explain. Emails get glanced at between red lights and Slack pings. Great copy sounds like something a friend would text you.
Think: “Your refill’s ready.” Not “This One’s For Our Repeat Royalty.”
Every word you don’t need is working against you. Cut it – or it’ll cut your results.
2. Formatting is more powerful than phrasing.
Most marketers obsess over words. But customers notice layout first. Structure is strategy.
Ollie Aplin has redesigned flows where line breaks alone outperformed A/B-tested copy variants. Why? Because humans don’t read – they scan. Short lines, clean spacing, and visual rhythm create flow. Design guides the eye faster than words ever will. You’re not writing – you’re wireframing attention.
A well-formatted email makes average words feel premium. Bad formatting makes great words disappear.
Before you rewrite it, re-space it. That’s where most wins are hiding.
3. Don’t chase open rates. Trigger replies.
Open rates make you feel good. Replies make you money.
Feastables proved this with one line:
“Y’all got any beans?”
It got 15,000+ replies. No product mention. No CTA. Just curiosity and connection.
Replies teach the algorithm. They signal to carriers. They build trust. This is how you make SMS feel like a relationship, not a broadcast.
You don’t need better open rates. You need conversations that convert.
(Bonus) 4. Urgency isn’t about discounts – it’s about emotion.
Most brands try to manufacture panic. The best ones create presence.
Urgency doesn’t have to be loud. It just has to be perfectly timed. It could be a gentle reminder after a second order. A birthday message that actually feels like it came from a person. A single line that says: “We thought of you.”
That moment doesn’t need a timer. It needs timing.
And when it hits right, it converts with no incentive at all. You’re not racing the clock. You’re racing to matter.
Emotion wins more revenue than urgency ever could. Every time.
Retention Doesn’t Reward Rambling
Every word in your retention strategy either earns attention – or burns it. The best DTC brands don’t write less to cut corners. They write less to cut deeper.
They simplify product updates. Tighten CTAs. Turn “marketing” into conversation.
Because when someone’s inbox is overflowing, clarity isn’t a tactic.
It’s a competitive advantage.
Say less. Mean more. Win faster.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.