Hey there,

Imagine this: you walk into a new ice cream shop this weekend.

In front of you is a 30 foot cooler with a huge array of ice cream flavors.

Forty-four flavors to be exact...FORTY. FOUR.

You stand there with the little tasting spoon, completely frozen (and not in the fun, dessert way).

Cookie dough? Sea salt caramel? Goat cheese & beet swirl?

Ten minutes later, you walk out with trusty old vanilla…or maybe even nothing.

Too many choices. Brain short-circuited. Total overwhelm.

There’s a real name for this: choice overload.

It’s the same thing your buyers feel when they get an email from you with 44 different links, buttons, product promos, and “you might also likes.”

(see below example)

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More isn’t better. It’s exhausting.

And in B2B especially, buyers already have enough friction in their day. You’re not helping by handing them a menu the size of a Cheesecake Factory novel.

The brain likes clarity.
One option. One next step.
That’s how decisions get made — and sales happen.

So instead of cramming your next email with every product you carry, do this:

• Choose one thing.
• Make it timely or relevant to that segment.
• Give them one, clear CTA.

The best emails aren’t catalogs. They’re conversations.

And good conversations don’t ask you 44 questions at once.

Here to help,
Kyler

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P.S. If your email strategy feels a little like that ice cream case — cluttered, confusing, or just not getting the results you want — we put together a resource that might help:

​The 9-Part Email Engine for Modern B2B Ecommerce​

It’s a short playbook with the exact systems we use to help B2B brands grow their list, convert more customers, and stop leaking revenue.

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