Marketing, especially digital marketing, is a game of rules. The web is littered with best practices and how-to guide that follow established structures. Set your goal, find your audience, and build your tactics. Start with your subject line, and end with a call to action. Use actionable language and remove buyer’s journey friction.
I’m not saying that any of these strategies are wrong. Plenty of companies have found lots of success in following them to the T. That doesn’t mean you have to.