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This Old-School Copy Trick is Crushing Sales Today

March 18, 2025

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Want more people to open, read, and act on your emails? The secret isn’t new. It’s been working for decades.

Some of the best sales letters in history pulled in millions. Not because of flashy design. Not because of tricks. But because they used simple, powerful persuasion.

The same tactics can boost your email marketing today.

Struggling with low open rates? Weak engagement? This edition of the INBXR Newsletter shares a proven strategy to fix that. Let’s dive in.

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Great direct mail letters stand the test of time. They drive action. They make money.

What if you could take their winning formula and apply it to email?

You can. And it works.

Let’s break down the best direct mail strategies. Then, we’ll show you how to use them in email marketing.

The Irresistible Hook (First Line Matters!)

If the first sentence flops, the email dies. Readers move on.

✅ How to apply it to email:

  • Start bold (“Most marketers are dead wrong about email.”)

  • Ask a question (“What if one trick could double your sales?”)

  • Use a story (“I was staring at my inbox, frustrated beyond belief…”)

Your hook must grab attention immediately. If it doesn’t, the rest won’t matter.

The Johnson Box & The Email Preview Text

In direct mail, a Johnson Box highlighted the big idea upfront. It grabbed attention fast.

✅ How to apply it to email:

  • Use preview text to spark curiosity.

  • Summarize the big promise right away.

Example: Subject: "This email could add $10K to your business this month" Preview Text: "Most people miss this simple strategy. Don’t make the same mistake."

This keeps skimmers engaged. If they like what they see, they’ll keep reading.

The Cliffhanger (Keeping Them Hooked)

Great sales letters used open loops to build curiosity. They made readers crave the next line.

✅ How to apply it to email:

  • End paragraphs with mystery.

  • Tease something big before the CTA.

Example:

“Most people think sending more emails means more sales. That’s a massive mistake. In fact, there’s one simple tweak that outperforms everything else… and hardly anyone is using it.” (Then link to the full offer.)

This keeps readers engaged and moving toward action.

The “P.S.” Trick (Yes, It Still Works)

Many readers skip straight to the P.S. Direct mail pros knew this. Smart email marketers use it too.

✅ How to apply it to email:

  • Add a P.S. to repeat the offer.

  • Use it to add urgency.

Example:

P.S. “This deal expires at midnight. Don’t miss out—click here to grab it now.”

If a reader scrolls down, the P.S. reinforces the message.

The Offer is King

Even the best-written email fails if the offer is weak. It has to be clear and compelling. (We’ll do an entire edition on the offer)

✅ How to apply it to email:

  • Make your offer irresistible.

  • Use specific numbers (e.g., “Get 37% off today”).

  • Add a deadline to create urgency.

The best copy won’t help if the offer isn’t strong. Focus on value first.

Formatting for Skim Readers

Dense text kills response rates. Direct mail copy used smart formatting. Your emails should too.

✅ How to apply it to email:

  • Use short paragraphs (1-3 lines max).

  • Add bold and bullet points.

  • Break up text with subheadings.

Most readers skim before they commit. Make your email easy to scan.

Use Proven Copy Formulas

Many legendary copywriters followed the AIDA formula:

✅ A - Grab Attention 
✅ I - Build Interest 
✅ D - Create Desire 
✅ A - Push for Action

Use this to structure your emails. It works because it mirrors how people make decisions.

Great sales letters worked because they tapped into human psychology. Attention. Curiosity. Trust. Desire.

When applied to email, these tactics boost open rates, clicks, and conversions.

Try using just one or two of these strategies in your next email. See the difference for yourself.

Cheers
The InBoXer Team