Chase Dimond’s billion-email approach changed how I think about marketing, clarity, and conversion.
A few years ago, I wrote what I thought was a masterpiece.
The subject line was clever. The design was beautiful. Every sentence was “on-brand.” I even got compliments from the creative director.
Everyone on the brand’s team was proud of it. Then I looked at the numbers.
Open rate? Meh.
Click-through rate? Embarrassing.
Revenue? Don’t ask.
That email was a turning point. It was when I realized that writing to impress your marketing team is not the same as writing to convert your customers.
And the person who helped me see that most clearly was Chase Dimond – someone who’s sent over a billion emails and driven millions in revenue. His emails don’t win awards. They win results.
Here’s what I learned (and what I had to unlearn) to go from writing “cute” emails to writing ones that actually sell.
Clever Copy Is Ego. Clear Copy Is Empathy.
Clever lines feel good to write. But they make your audience work too hard.
People don’t want to interpret your email. They want to act on it. The most effective emails don’t try to be smart. They try to be useful.
Chase Dimond’s top-performing emails get to the point fast:
- What’s the offer?
- Why should I care?
- What do I do next?
No fluff. No riddles. No cleverness for its own sake.
If someone has to “get it,” you’ve already lost them. Your reader isn’t trying to be impressed. They’re trying to decide. And clarity creates confidence.
Beautiful Emails Often Perform the Worst
This one hurt to admit. I used to treat email campaigns like mini-branding exercises. Fonts, colors, layout, visual flow. All of it had to be “on brand.”
But Chase has tested it over and over: plain-text, raw-feeling emails often outperform polished, beautiful ones.
Why? Because they feel human. They feel like a friend forwarding you a deal – not a marketing team trying to “build a relationship.”
Here’s the truth:
- Overdesigned emails scream “ad.”
- Minimalist emails feel direct, urgent, personal.
The next time you’re designing an email, ask yourself: Is this readable and scannable – or just pretty?
Because beautiful emails don’t always make money. Sometimes the ugliest ones do.
One Email. One Goal. Period.
This mistake still happens everywhere: “We’ve got new arrivals, a blog post, and a collab announcement. Let’s put it all in one email.”
That’s not strategy. That’s clutter.
Every email should do one thing:
- Sell a product
- Drive a click
- Announce a sale
Trying to do more than one splits attention and kills conversions.
Chase’s rule is simple: One email. One purpose. One action.
It forces you to focus. And in email marketing, focus scales.
If you want the click, write like it’s the only thing that matters. Because it is.
Bonus: If They Don’t Open It, Nothing Else Matters
Let’s talk about subject lines – the most misunderstood part of email copy. Most marketers use subject lines to try to be clever. But here’s what Chase Dimond does: he uses subject lines to get opened.
He treats them like headlines in a sales letter:
- Short
- Direct
- Value-forward
He doesn’t hide the message. He amplifies it.
This one truth flipped everything for me:
If they don’t open your email, they don’t click. And if they don’t click, they don’t buy.
So while you’re debating whether your pun is clever enough, remember: your reader isn’t grading you – they’re ignoring you.
The Hard Truth About Writing for “Approval”
I used to write emails that would make teams proud. Now, I write emails that make sales. That shift wasn’t just tactical – it was mental. I had to stop writing for compliments and start writing for clarity, focus, and conversion.
That’s what separates pros like Chase from everyone else. They don’t write emails to impress. They write emails that work.
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.