The final issues of this foundational block focus on maximizing the lifetime value of each subscriber.
In the first few issues, he establishes that the Email Player is not a passive broadcaster. The average marketer views email as a necessary evil—a tool for spamming offers or a chore to be managed. Conversely, the Email Player views email as the central nervous system of their business.
The inaugural issues focus heavily on shattering conventional email marketing myths and establishing the rules of engagement.
When someone unsubscribes, do not just say "Goodbye." You send them a "boomerang" email after they leave. This email is short, funny, and offers a link to resubscribe because "you clearly need a B12 shot." Ben Settle - Email Players 1 - 15
Settle provides verbatim examples. The psychological play? It reminds the unsubscribe that you are confident, unbothered, and in charge. A significant percentage of people resubscribe, and some even buy out of guilt.
Start with . Read through Issue #15 . Ignore the dated references to old software. Steal the psychology.
He dissects hate mail. He loves hate mail. He explains how every unsubscribe is worth $1,000 because it cleanses his list of tire-kickers. The final issues of this foundational block focus
Do not try to write like a sterile corporate entity. Write the way you speak to a friend at a bar. Use your quirks, your pet peeves, and your unique worldview to build a distinct, memorable brand voice.
: Why sending an email every single day is the ultimate way to build iron-clad authority and keep your subscribers "addicted" to your content. Micro-Riddles & Open Loops
Ben Settle’s Email Players is a renowned newsletter and training system focused on "infotainment"—merging personality-driven stories with aggressive direct-response sales. Issues 1 through 15 lay the foundational philosophy of his unconventional approach. Core Philosophy Treat every email as entertainment first. Conversely, the Email Player views email as the
If you are serious about email marketing—not the "newsletter" kind, but the "deposit a check today" kind—you need to go back to the beginning.
If you can find the original "Email Players 1 - 15" compilation, you aren't just buying a PDF. You are downloading a masterclass in psychological warfare, direct response copywriting, and business freedom.
To understand the practical application of the first 15 issues, look at how a typical Settle-style email is structured:
Sending emails every day to stay top-of-mind.
Settle often draws from the works of legendary copywriters like Gene Schwartz. In one issue, he revealed a secret stash of email ideas inspired by Schwartz. He also frequently discusses how to embed sales pitches naturally into emails, books, and other content.