Sticker Mule creates custom stickers and other sticky products. Designers upload their artwork and place orders through the Sticker Mule website, while fans browse the Marketplace for fresh designs to decorate their world. But when it comes to email marketing, Sticker Mule takes a refreshingly minimalist approach.
Most of their emails feature just a few lines of black text on a plain white background—no fancy HTML, no images. And subscribers love this straightforward style.
Tyler Vawser, the company’s VP of Content, jokes, “Per character, we probably have the highest grossing email on earth.” He explains that testing has shown their plain-text emails perform as well as or better than highly designed, graphic-heavy versions. The simple format feels more personal, like an email from an old college friend rather than a sales pitch stuffed with images.
Sticker Mule also keeps their sending frequency minimal, emailing subscribers only when there’s something truly important to announce—like a new product launch or an improved ordering process. Instead of relying on discounts or coupons, Tyler prefers direct but unconventional calls-to-action. For example, they might offer free rush production on new products to encourage orders and gather feedback for continuous improvement.
Keeping emails this concise and effective is no easy task. Tyler references Blaise Pascal’s famous saying: “I would have written a shorter letter, but I did not have the time.” Crafting these short emails often takes much longer than it seems, as the team works hard to choose the perfect words.
Leave a Reply