Not every other day. Not weekly. Not “when you have something to say.”

Why? Because clarity repels as much as it attracts. When you offend the wrong people, you magnetize the right ones.

If your emails don’t make someone unsubscribe every week, you’re writing for the middle. And the middle doesn’t buy. 2. The “No List-Building” List-Building (Issue #3) This one broke my brain at first.

Most marketers are terrified of this. Settle calls that fear “the sound of money being left on the table.”

Most marketers tell you to go where it’s easy — small niches, low competition.

He’s the guy who sells the same book every day. The guy who refuses to “build a list” the way gurus tell you. The guy who openly calls 99% of email marketing “spam.”

But here’s the thing: Settle isn’t a theorist. He’s a practitioner. And his private newsletter, Email Players , is where he unpacks the raw, unfiltered, often uncomfortable strategies he actually uses.

Daily.

Make an “enemies list” of people who would hate your offer. Then write emails specifically to antagonize them.

Most marketers use fake timers and phony “only 5 left” tactics. Settle hates that.

Stop obsessing over conversion rates. Start obsessing over “screenshot and send to a colleague” rates. 3. The “Inbox Interruptus” Pattern (Issue #5) Issues #5–7 cover what Settle calls the “Inbox Interruptus” pattern — his framework for writing emails that get opened even when people are busy.

How? Write better emails. More specific emails. More entertaining emails.

If your first sentence doesn’t make them angry or intrigued , delete it. 4. The “Fish Where the Sharks Are” Strategy (Issue #9) One of my favorite concepts from early Email Players .

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