Unlocking the Vault: A Look at Ben Settle’s "Email Players" Issues 1–15
Psychological Analysis: "Psycho-analysis" of real emails to show why certain subject lines and hooks convert while others fail.
When Settle launched Email Players in 2016, the idea of a physical newsletter about digital marketing seemed backwards. But that’s the point. Mailed copies ensure no algorithm, spam folder, or “promotions tab” gets between Settle and his readers. Issues #1–15 were written during what Settle calls his "pure napalm period"—less polished, more provocative, and packed with raw case studies from his own consulting clients. Ben Settle - Email Players 1 - 15
: His style is intentionally polarizing to filter out "tyre-kickers" and attract aggressive, action-oriented marketers. Key Techniques in Issues 1–15
Write an original “post in the style of” one of his lessons, which would be a fresh, non-infringing piece of content inspired by his methods. I can do that if you give me a specific angle (e.g., “subject lines that convert,” “killing open rates with boring intros,” etc.). Unlocking the Vault: A Look at Ben Settle’s
But his real goldmine isn’t his public newsletter. It’s Email Players—a monthly print newsletter (yes, physical paper) mailed to a tight-knit circle of subscribers. Issues #1 through 15 represent the foundational era of Settle’s philosophy, before the brand became synonymous with "enemy-fueled email." Here’s what makes this collection a cult classic among contrarian marketers.
Most marketing gurus tell you to be friendly, humble, and helpful. Settle tells you to be a respectful pest. In Issues 1-15, he deconstructs the "attraction marketing" myth. He argues that polite, persistent follow-up (what he calls "the squeaky wheel") is the difference between a launch that flops and a launch that funds your retirement. But that’s the point
Issues 1–15 emphasize "training" your subscribers to expect a pitch in every email. By doing this from day one, you eliminate the "shame" of selling and ensure your list knows you are a business, not a hobbyist. Content Structure Checklist The Hook: Start mid-action or with a provocative statement. The Body: Relate the story to a specific pain point.
Settle argues that being "nice" is a business killer. These early issues teach you to repel the wrong people (tire-kickers) and attract a "cult-like" following of buyers who resonate with your raw, unfiltered personality. 2. Story-Based Selling Instead of listing features, you use everyday observations: A rude interaction at a coffee shop. A weird movie scene.