Netflix's secret email marketing hack (that prints money)

Hey, Michael from AdSumo Digital here.

Ever wonder why you can't stop watching Succession?

Or why you stayed up until 3am finishing Beef?

Or what made you binge Wednesday in a single weekend?

Netflix has mastered something most email marketers completely miss:

The psychology of anticipation.

They know exactly how to structure their shows to keep you watching. Each scene builds tension. Each episode ends on a cliffhanger. Each season leaves you craving more.

After managing email for 20+ seven-figure brands, I've discovered something interesting:

The same psychological triggers that make shows binge-worthy can transform your email marketing.

But almost every brand does the opposite.

They structure emails like a bad movie trailer - showing all the best parts in the first 30 seconds.

Hero section up top. Best offer front and center. Key benefits above the fold. Nothing left to discover.

No wonder engagement rates are plummeting.

Think about the last great show you binged. Did they reveal the season finale in episode one?

Of course not.

They hooked you with an intriguing premise, built tension through the middle, and delivered a satisfying payoff at the end.

Yet most brands are still structuring emails like it's 2010 - cramming everything important into those first few pixels.

Here's what we're doing instead:

We're treating every email like a mini-episode of a hit show.

The Opening Scene: Hook them with an intriguing premise. Not your best offer - just enough to make them want to know more.

The Build-Up: Layer in context, proof points, and subtle hints at what's coming. Build tension with each section.

The Climax: Deliver your knockout punch. Your best offer, strongest proof, or most compelling insight goes here.

The result?

People actually read your emails. All the way through.

Because you're working with human psychology, not against it.

You're creating anticipation, not information overload.

You're telling a story, not just selling.

The best shows don't need fancy special effects to keep you watching. They just need to tap into your natural desire to know what happens next.

Your emails can do the same thing.

But here's where most brands mess up:

They confuse "hooking attention" with "revealing everything."

Your opening needs to be strong - that's non-negotiable. But strong doesn't mean showing all your cards at once.

Netflix doesn't start Stranger Things by explaining the Upside Down. They don't open Wednesday by revealing who the monster is. They don't kick off Squid Game by showing who wins.

They earn the right to reveal their best content.

Your emails should do the same.

Start with intrigue. Build tension. Deliver a payoff worth scrolling for.

The best part? This approach is actually easier than trying to cram everything "above the fold."

Stop front-loading your emails like everyone else.

Start building anticipation like Netflix.

Watch your engagement rates soar.

Talk soon,
Michael

P.S - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »