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The Anatomy of a Winning Non-Discount Email

Author

Max Sturtevant
April 30, 2025

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

Most emails try to do too much. And when everything is important… nothing is.

If you want customers to convert without offering a discount, here’s the exact anatomy of the non-discount emails generating $1M+ for top ecommerce brands.

Key Takeaways:

  • Great emails focus on one clear benefit to avoid confusing the reader.

  • Strong design makes action easy — your CTA should appear before the scroll.

  • Visuals win over text: use infographics to convert interest into clicks.

  • Every scroll should feel seamless, leading naturally to the next section.

  • Multiple CTAs reinforce your message without feeling pushy.

1. One Email = One Benefit

Your reader is scanning, not studying. Don’t give them a full pitch deck.

Instead, each email should hammer one key benefit or feature — and nothing more.

No info-dumps. Just one focused message that resonates.

Examples:

  • “The cleanest protein on the market — with zero bloating.”

  • “Designed to reduce breakouts in 14 days (and it works).”

  • “Why our 5-second setup saves 10 minutes every morning.”

Pick one idea. Build everything else around it.

2. Hero Section That Stops The Scroll

This is where 90% of your attention should go.

Your hero image and headline should instantly answer: “What’s in it for me?”

Make it bold, emotional, and obvious.

Avoid generic headlines like “New Drop” or “Our Latest Collection.”

Instead try:
“Hydrated Skin, All Day — Without the Grease”
“Tired of Back Pain? This Might Be Why…”

3. CTA Above the Fold

If someone doesn’t scroll, can they still click?

Your first CTA button needs to appear within the first screen of the email.

Large, clear, and impossible to miss.

This gives your most eager readers a direct action path now.

4. Clean Transitions Between Sections

Once you hook them, don’t lose them.

Break your email into clean, digestible sections.

Use simple headers to bridge your story:

  • “Here’s how it works…”

  • “Why customers are switching”

  • “You might be skeptical — that’s fair”

This creates flow and keeps them scrolling effortlessly.

5. Use Infographics Instead of Long Copy

You’re not writing a blog post. You’re guiding a buying decision.

Take that dense paragraph explaining your tech… and turn it into an image.
Visual hierarchy matters. Infographics allow readers to absorb info quickly and remember it.

Bonus: They work extremely well on mobile.

6. Repeat CTAs Without Being Pushy

Repetition = retention.

Place multiple large CTAs throughout the email:

  • One above the fold

  • One after a key testimonial or benefit

  • One near the product section

Make it easy for the reader to click when they’re ready.

7. Finish With a Clear Product Section + CTA

You’ve built the case. Now close the loop.

End with a bold, simplified product display:

  • Product name

  • Image

  • Price (optional)

  • Final CTA

Make this section clean and confidence-building.
No clutter. No noise. Just the product and the button.

I’m giving away free email account audits to e-commerce brands above $50k/mo. If you want to find out your opportunities with email marketing, book a call here.

Email Inspiration Of The Day

Brand:
Ridge

I know I just gave a big lecture on email anatomy but don’t overthink it… all you need is a good offer and some cool pictures like this example.

Bridge Section Template #7

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 850+ members with daily posts from me, access to me for support 24/7, and private calls.

  • Ecommerce Email Mastery: A 60 lesson course breaking down everything you need to know about ecommerce email marketing in the most concise and organized manner. learn more »

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