Everyone loves to bemoan diminishing attention spans “these days.”

But at the same time, the most popular podcast in the world is routinely 3-hours long.

It’s not that people are unable to commit their attention to something for a long time.

The challenge is that consideration spans—the time it takes to decide whether to give something attention—are minuscule.

You can spend enormous effort creating beautiful email templates, distilling insights, and crafting copy. But if your name in their inbox isn’t recognized or esteemed, recipients aren’t going to give your email any attention.

The solution is to send emails to a familiar and resonant audience.