These forgotten copy tactics are quietly printing money again

In partnership with

Most marketers are looking in the wrong direction.

They’re chasing “new.”
New AI tools. New platforms. New automation hacks.

But the campaigns generating the highest ROI right now?
They're built on something far less flashy decades-old copywriting tactics that worked long before Gmail even existed.

And here’s the crazy part:
They still work better than most of what’s taught today.

So in this edition, we’re cutting through the noise.
No theories. No fluff. Just the 5 timeless copy tricks responsible for some of the best-performing emails in the game.

Sponsored

Tailored HR Software Recommendations for Your Organization

Choosing HR software can be overwhelming—with over 1,000+ tools on the market, it’s easy to spend days and still feel unsure.

That’s why thousands of HR teams rely on SSR’s HR software advisors. Instead of spending hundreds of hours on research and demos, you’ll get free 1:1 help from an HR software expert who understands your requirements and provides 2–3 tailored recommendations based on your unique needs.

Whether you're looking for an HRIS, ATS, or Payroll solution, we help you cut through the noise and make confident decisions—fast.

Why HR teams trust SSR HR Advisors:

✅ 100% free for HR teams
✅ Get 2-3 Tailored solutions from 1,000+ options
✅ 1:1 expert guidance from HR advisors
✅ Trusted by 15,000+ companies

From MIT to the Indianapolis Colts, smart HR teams trust SSR to find the right software—without the stress.

Get Your Free HR Software Matches

Why Old-School Tactics Still Crush

People haven’t changed.
We’re still wired to react to:

• Curiosity

• Urgency

• Specificity

• Simplicity

That’s what direct response marketers mastered in the 1960s, 70s, and 80s.
And those techniques still apply, maybe even more now that inboxes are jammed with noise.

The 5 “Old-School” Tactics Every Email Should Steal

1. Your Hook = Inbox Life or Death

If your first line doesn’t grab, it’s over.
The best direct mail pieces opened with a punch. Your emails should too.

Something like:

• “They called him crazy… until the checks started rolling in.”

• “Most marketers are dead wrong about email.”

• “I was staring at my inbox, furious, nothing was working.”

Use drama, surprise, or direct challenge.

Lou Larsen calls this the Hooked Opener Tactic, starting in the moment of impact.
No setup. Just fire.

Want a fast test?
Your opening line should make the reader say, “Wait, what?”
If it doesn’t, rewrite it.

2. The Johnson Box = Your Preview Text

Back in the day, direct mail used the “Johnson Box” to spotlight the big idea upfront.

Your modern version?
Subject line + preview text combo.

You’ve got two lines to answer:

• “Why should I care?”

• “What’s in it for me?”

Example:

• Subject: This email could add $10K to your business

• Preview: Most marketers miss this simple strategy. Don’t be one of them.

Think of this duo as your headline and subhead.
Don’t waste them on fluff like “Open this email…”
Lead with the promise or the problem.

3. Use Open Loops Like a Pro

Old sales letters used cliffhangers like this:

That’s an open loop, a curiosity gap that demands closure.

You tease something powerful… but hold back the reveal.
Why? Because tension keeps people reading.

Open one loop… then start another… then another.
Don’t resolve them until just before the CTA.

This is persuasion Jiu-Jitsu.
The more curiosity you stack, the more they have to keep reading.

4. The Forgotten Power of the P.S.

In direct mail, the P.S. was prime real estate.
People often read it first, and remembered it last.

Same goes for email.

Your P.S. should:

• Re-emphasize the big benefit

• Reinforce urgency

• Include the call to action again

Example:

You’d be surprised how many clicks come from the P.S.
Never skip it.

5. Your Offer Is Still the King

Here’s the truth:
No amount of great copy can save a weak offer.

Most emails underperform not because of the words…
…but because the offer is vague, boring, or buried.

Legendary copywriters knew this:
If the offer wasn’t irresistible, nothing else mattered.

Here’s how to make yours pop:

• Be specific (“Get 37% off until midnight” > “Save big!”)

• Add urgency (limited quantity, expiring bonus, countdown)

• Use the FAB formula: Feature → Advantage → Benefit

Quick FAB Example:

Combine this with scarcity and you’ve got a conversion engine.

The Wrap-Up

Here’s your new email copy checklist:

✅ Strong hook in the first sentence
✅ Subject + preview that tease the payoff
✅ Open loops that create irresistible curiosity
✅ A punchy P.S. with urgency
✅ A clear, compelling offer

Master these five, and your emails will stand out in even the most crowded inbox.

This stuff isn’t trendy.
It’s not sexy.
But it works.

If you’re tired of unpredictable open rates and low click-throughs, don’t look for a hack.
Look backward.

Study what made the old masters millions, then apply it to email.

It’s not magic.
It’s just timeless copy that still kicks ass in a modern inbox.

To your next big send,
The InBoXer Team