Like Death and Taxes–Email is always with us!

The original dotcom spawned AOL [remember, you've got mail?]

Microsoft took up the mantle with their installed base, then Hotmail blazed a trail with a wicked viral loop. Growth hacking 101.

Enter Apple mail, Gmail, and a bunch of others–widespread adoption had arrived.

The rise of social media put email in the shade. Why speak to a few when I can talk to everyone! But email is back in vogue.

Rebranding–as 'Newsletters'–and popular launches of 'Hey' and 'Superhuman' prove that the email market is getting hot!

Powerpoint offers a great example of a product that, although widely used, the original product designers would be horrified by its current use.

The default black background with light text morphed into a generic white background with the dark text due to printing issues. You can't buck the market!

Email similarly morphed from a quick hello, 'let's meet at this time' tool– into a bloated platform with overlong text and minimal, if not zero, user experience considerations. 

Email UX is thus a strategy that could provide excellent traction. But what is email UX? It's the difference between sending a large email to a few or sending a small email to the masses.

This strategy's great pioneer is Harry Dry [https://marketingexamples.com/], who sends short, insightful marketing tips to hungry marketers and entrepreneurs' comprehensive platform. 

Complexity Condensed [https://www.complexitycondensed.com/] by Louis Pereira and Trends.vc [https://join.trends.vc/] written by Dru Riley are also great examples of a user-first approach to email.

Email UX has arrived. These IDEApreneurs have adopted a user-first approach is a great way to scale their audience and deliver value.

And you can too!