Moreover, some strategies—like publicly shaming a single non-responsive subscriber to motivate others—may cross legal or ethical lines depending on your niche. Settle himself admits in issue #10: “This only works if you have balls and a lawyer.”
Here, the transition from subject line to body copy is explored. Settle demonstrates how to take mundane, everyday experiences—like a trip to the grocery store or a bad movie—and seamlessly bridge them into a pitch for a product or service. Issue 4: Creating a Polarising Persona
, you’ll see why the "old school" direct response fundamentals still crush everything else.
Settle addresses the elephant in the room: Do you talk about politics in business email? Ben Settle - Email Players 1 - 15
Don't be afraid to alienate people who aren't your ideal customers.
A recurring theme is using "storytelling" to create curiosity and build connection. Settle often discusses the —the ability to tell a seemingly unrelated, entertaining story that somehow hooks the reader, only to transition seamlessly into a sales pitch (the "A-Plot"). 3. Subject Lines and "Click-Through" Rates
Settle beats this drum until it cracks. In Issue #4, he argues that a website can be hacked, a Facebook page can be banned, and a bank account can be frozen—but a personal email list (one you own, on your own server) is the only digital asset a pandemic, a algorithm-change, or a government cannot take from you. Issue 4: Creating a Polarising Persona , you’ll
Hell yes, if you want to. He argues that neutrality is a lie. By trying not to offend anyone, you excite no one. He details how to use controversial topics (pro-gun, pro-choice, left, right—doesn't matter) as a "filter" to find your tribe. He warns: Do not do this unless you have thick skin.
A recurring theme in these early lessons is the "Anti-Follower" strategy. Settle encourages you to write in a way that repels "looky-loos" and attracts high-quality buyers. By being your authentic (and sometimes cranky) self, you build a cult-like following that buys everything you put out. 4. The "Seinfeld" Sequence (Refined)
What makes Settle distinctive is his uncompromising, no-nonsense approach. He is known for his provocative style, unapologetic self-promotion, and disdain for conventional thinking. He sends a daily email to his list—a practice he has maintained for well over a decade—and believes that regular, personality-driven communication is the key to building a loyal, buying audience. It was in this context that he launched the Email Players newsletter, a product that has become his primary vehicle for teaching his email marketing methodology. A recurring theme is using "storytelling" to create
Issues 1–5 formalize the basic anatomy of a high-converting daily email:
Are you ready to become an Email Player? Or are you going to go back to begging for retweets?
If you try to please everyone, you please no one. Settle explicitly instructs marketers to take strong, unapologetic stances. The people who hate you will leave (saving you email hosting costs), and the people who agree with you will become fierce brand advocates who buy everything you launch. Law 4: The Product is the Star, But You Are the Host
is a legendary figure in direct-response marketing. He is famous for pioneering a specific style of email copy. This style treats daily emails as infotainment. His premium newsletter, Email Players , is highly sought after by marketers. The early issues, specifically Email Players 1 through 15 , form the foundational bedrock of his entire methodology.
He argues that every "No" frees up energy for the "Yes." For the email player, the only "Yes" is writing the daily email and shipping the product. This issue alone has freed thousands of marketers from the trap of "busy work."