When “One More Thing” Means One Thing Too Many
“But this is important too!” Jessica from ACME Inc. insisted, pointing to the social media buttons she wanted to add to their order confirmation email. “While we have their attention…”
Stop right there.
This is where good emails go bad. That “while we have their attention” thinking is the fastest way to create an email that does nothing well because it tries to do everything at once.
The Hierarchy of Purpose
flowchart TB
subgraph Primary Message
M1[Main Purpose] --> A1[Single Action]
end
subgraph Supporting Elements
M2[Secondary Content] --> A2[Additional Value]
end
subgraph Supplementary
M3[Tertiary Info] --> A3[Future Hooks]
end
M1 --> M2
M2 --> M3
Every email needs a clear hierarchy of purpose:
- Primary Message: The one thing that must get across
- Supporting Elements: Content that helps achieve the main goal
- Supplementary Information: Optional elements that add value without distraction
Think of it like a conversation. You wouldn’t start telling someone about your weekend plans in the middle of giving them directions to your office. Why? Because it dilutes the primary purpose: getting them to their destination.
The Purpose Matrix
Let’s look at how different types of messages require different approaches:
flowchart TD
A[New Message] --> B{User Action?}
B -->|Yes| C[Transactional]
B -->|No| D{Time Sensitive?}
D -->|Yes| E[Promotional]
D -->|No| F[Nurture]
Transactional Messages
Primary purpose must be functional:
- Order confirmations confirm orders
- Password resets enable password resets
- Shipping notifications track packages
ACME Inc. learned this the hard way. They added promotional content to their password reset emails. Result? People got distracted, didn’t reset their passwords, then needed another reset email later. Double the email cost, half the effectiveness.
Marketing Messages
Primary purpose must be singular:
- “Buy our stuff” isn’t specific enough
- “Save 20% on winter coats” is focused
- “Save 20% site-wide plus free shipping plus bonus points plus…” is not
EMCA Inc. excels here. Their promotional emails focus on one clear offer, even during their biggest sales.
Educational Messages
Primary purpose must be actionable:
- Teaching one clear concept beats providing a broad overview
- “Quick Tip Tuesday” beats “Monthly Newsletter”
- One technique with examples beats ten tips without context
The Art of Hybrid Messages
flowchart TB
subgraph Transaction Email
P[Primary: Order Confirmation]
S[Secondary: Loyalty Points]
T[Tertiary: Related Products]
end
P --> |Main Focus| Action
S --> |Support| Action
T --> |Optional| Action
“But sometimes we really do need to include multiple things,” Jessica protested. She’s not wrong – but there’s an art to it.
Think of hybrid messages like a well-plated meal:
- Main Course (Primary Purpose)
- Side Dishes (Supporting Elements)
- Garnish (Supplementary Information)
Everything on the plate should complement the main course, not compete with it.
Here’s how EMCA Inc. handles their shipping confirmation emails:
Primary Purpose:
- Track your package
- Estimated delivery date
- Shipping updates
Supporting Elements:
- Product care instructions (specific to their order)
- Order summary
- Return information
Supplementary Information:
- Loyalty points earned from this purchase
- Quick link to track in their app
- Related product recommendations
Notice how everything connects to the main purpose? The loyalty points update isn’t a random promotion – it’s directly related to this purchase. The app link isn’t a general download request – it’s an easier way to track this specific shipment.
When Multiple Purposes Make Sense
There are legitimate times for multiple purposes, but they come with specific conditions:
- Requested Information When subscribers specifically ask for multiple types of content:
- Weekly digests
- Monthly updates
- Curated collections
- Natural Connections When purposes are inherently linked:
- Account creation + first steps
- Purchase confirmation + usage tips
- Event registration + preparation guide
- Value Enhancement When secondary content genuinely improves the primary purpose:
- Order confirmation + relevant product care
- Appointment reminder + preparation instructions
- Course access + quick start guide
The Purpose Test
Before adding anything to an email, ask:
- Does this support the primary purpose?
- Would removing it hurt the main message?
- Does it add value from the recipient’s perspective?
If the answer to any of these is “no,” it probably doesn’t belong in this email.
Real-World Example: The Welcome Sequence
Let’s see how this plays out in a welcome sequence:
ACME Inc.’s First Email:
- Welcome message
- Company history
- Product catalog
- Social media links
- Current promotions
- Blog highlights
- Loyalty program details
Result? Information overload. No clear next step.
EMCA Inc.’s Sequence: Email 1: Welcome + Preference Setting
- Primary: Set communication preferences
- Supporting: What to expect
- Supplementary: Quick company intro
Email 2: Product Introduction
- Primary: Category of interest
- Supporting: How to shop
- Supplementary: Expert tips
Email 3: Community Building
- Primary: Success stories
- Supporting: How to get started
- Supplementary: Help resources
Each email has one clear purpose, supported by relevant content that builds toward the next step.
The Power of Focus
Remember: You don’t “have their attention.” You have to earn it, second by second, line by line. And you can lose it in an instant.
Make every element count by ensuring it supports your primary purpose. Your emails will be clearer, your results will be better, and your subscribers will thank you for respecting their time.
Next, we’ll look at how to write copy that supports this focused approach…
