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- The $36,000 12 Word Email
Hey, Michael from AdSumo Digital here.
If you’ve ever spent hours designing the “perfect” email campaign - agonizing over graphics, layouts, and clever copy - this is for you.
Because sometimes, the best-performing email is the one that looks like you dashed it off in 30 seconds.
Let me show you.
The 12-Word Email That Generated $36,000
We ran a test:
One email was beautifully designed, full of product images, banners, and polished copy.
The other? Just 12 plain words:
Subject: Ever wondered what we have on sale?
Body: Ever wondered what we have on sale? Find out below.
[Shop Now]
No graphics. No branding. No “marketing speak.”
Just a simple question and a button.
The result?
The plain text version crushed the designed email.
$36,000 in revenue - beating the fancy campaign we put it up against.
Why Did This Work?
It’s not magic. It’s psychology.
1. The Open Loop
When you ask, “Ever wondered what we have on sale?” you create a gap in the reader’s mind.
Their brain needs to close it.
It’s the same reason you can’t ignore a half-finished story or a cliffhanger.
Curiosity is a powerful motivator.
2. It Doesn’t Look Like Marketing
People are bombarded with “salesy” emails every day.
This one? It feels like a quick note from a friend.
No pressure, no pitch - just a question.
3. The Curiosity Gap
The subject line and body are identical.
It’s almost disarming in its simplicity.
The reader thinks, “Wait, what do they have on sale?”
Click.
4. Zero Friction
No scrolling through banners, no hunting for the CTA.
Just a single button.
One click, and they’re shopping.
Why Most Brands Get This Wrong
Most brands overthink their campaigns.
They believe more design = more sales.
But the truth? People don’t want to be marketed to.
They want to feel like they’re having a conversation.
Plain text does that.
Fancy HTML doesn’t.
It’s the same reason why the best cold emails, the best DMs, and the best texts are always short, direct, and personal.
How to Apply This to Your Next Campaign
1. Strip It Down
Before you hit send, ask:
Is this email trying too hard?
Does it look like every other promo in their inbox?
Can I say this in half the words?
2. Use Curiosity
Open loops work.
Ask a question that demands a click to answer.
3. Make It Personal
Write like you’re talking to one person - not a list of 10,000.
4. Test It
Don’t just take my word for it.
Next time you run a sale, send a plain text version to half your list.
Compare the results.
You might be shocked.
The Big Takeaway
You don’t need a design degree to write high-converting emails.
You need to understand human psychology.
Curiosity beats cleverness.
Simplicity beats sophistication.
Conversation beats marketing.
Sometimes, the best email is just a single question.
If you want a custom audit and a 90-day sprint to build your backend system (done for you, no strings attached), book a call here.
P.S. What’s the simplest email you’ve ever sent that worked?
Hit reply and let me know. I read every response.
To simpler (and more profitable) emails,
Michael
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