03/22/25 | The Rehm Copy Newsletter

I was reviewing a client’s email campaigns yesterday…

And noticed something really interesting about their best-performing email vs. their worst.

The winner featured just 3 products. The loser showcased 12.

This wasn’t a coincidence nor is it surprising.

I believe psychologists call this the “Paradox of Choice” which explains exactly why more options actually decrease the likelihood of purchase.

When customers face too many choices, they experience decision paralysis, often resulting in no decision at all.

The confused or overwhelmed mind simply does not buy.

Here’s how to apply this to your emails:

1 / Product Recommendations

1. Limit featured products to 3 maximum per email
2. Choose products with clear, relevant connections
3. Remove those “you might also like” sections with 8+ random items

2 / Call-to-Action Strategy

1. Feature one primary CTA if possible (make it visually dominant)
2. If secondary CTAs are necessary, make them visually smaller or less significant
3. Remove navigation links that distract from main conversion goal

3 / Campaign Focus

1. Build campaigns around single themes rather than broad categories
2. Give each email in your welcome series one clear purpose
3. Create dedicated flows for specific product lines instead of general ones

4 / Visual Simplicity

1. Reduce visual clutter that creates mental fatigue
2. Use white space to focus attention
3. Simplify layouts to create clear visual hierarchy

This doesn’t mean limiting yourself. It's just about focusing people's attention on a smaller amount of things.

The most profitable email campaigns aren’t trying to sell everything at once.

Adam

P.S. If you have any recommendations for email topics for this newsletter, shoot me a reply and let me know.