We’re Not Really Strangers: Personalization and Emotional Marketing in Email
How often do you feel like an email you received was written just for you? In the world of email marketing, where the rulebook demands polished graphics, attention-grabbing promos, and perfectly placed calls-to-action, one brand is flipping the script by doing just the opposite—and thriving.
The card game company We’re Not Really Strangers, founded by Corinne Quinzio, has turned a $25 card game into a multi-million dollar brand using an approach that feels like it was crafted by your best friend, not a marketing team. With just one subject line and a single line of plain text, they’re proving that true connection beats clever marketing tricks every time. Here’s why it works—and what other brands can learn from this refreshingly authentic email strategy.
1. Simplicity: Keeping It Real, One Line at a Time
Most brands pour resources into elaborate email campaigns, jam-packed with graphics, fancy headers, and persuasive product shots. But We’re Not Really Strangers stands out by keeping it short and sweet. Their emails look like they’re straight out of your friend’s inbox: plain, unpolished, and refreshingly simple. It’s a deliberate move, and here’s why it resonates:
Breaking Through the Clutter: In a sea of overly-designed emails, a simple, authentic message catches attention. We’re Not Really Strangers knows its audience isn’t looking for flashy visuals—they want something real.
Simplicity Speaks: With just a single line, they’re able to capture a reader’s attention immediately, without overwhelming them. Less is more, and it allows the message to shine.
This strategy isn't about skipping work; it’s about cutting through the noise. Their emails feel more like personal notes than marketing ploys, inviting readers to lean in and pay attention.
2. Audience Understanding: They Get Their People
At the heart of We’re Not Really Strangers’ success is their deep understanding of who they’re talking to. Their customers aren’t just card game enthusiasts—they’re people craving meaningful connections. They want conversations that matter, authenticity over appearances, and relationships that go beyond the surface.
Emotional Marketing in Action: The brand’s tone resonates because it reflects the values of its audience. Their emails might ask simple, introspective questions or share relatable thoughts, making it feel like a personal check-in rather than a sales pitch.
Relatability Wins: The simplicity and openness create an emotional response, inviting readers to reflect, connect, or engage in a way that a traditional marketing email wouldn’t.
People don’t just buy We’re Not Really Strangers because they want a card game; they buy it because it aligns with their values. The email feels like an extension of the game—authentic, thought-provoking, and built to connect.
3. Personalization Without the Fuss
In an era where personalization is often tech-driven—think name tagging, targeted products, and automated recommendations—We’re Not Really Strangers brings a refreshing take. Their personalization doesn’t rely on data and tracking but on creating content that feels personally relevant to a broad audience.
One Line That Resonates: The genius lies in crafting universal messages that feel deeply personal. A single line like “Take a moment today to check in with someone” or “What does connection mean to you?” speaks directly to readers without needing data on their preferences or past purchases.
Emotional Connections Drive Action: It’s a different kind of personalization—more emotional than technical. And it works, as the brand has seen major success in revenue from email and SMS by fostering that genuine feeling of connection.
By skipping complex targeting in favor of heartfelt messages, We’re Not Really Strangers’ emails resonate with audiences on a deeply personal level, making readers feel valued and understood.
4. Authenticity as a Brand Value
We’re Not Really Strangers isn’t afraid to break traditional email marketing rules because they prioritize authenticity above all else. This approach has transformed email into one of their top revenue-driving channels and solidified a strong, loyal following.
Realness Over Polish: In a world where customers are increasingly wary of sales tactics, authenticity is refreshing. The brand’s commitment to being “real” in every communication builds trust and loyalty with each email.
People Buy from Brands They Connect With: It’s simple but effective—people don’t just want to buy from brands; they want to connect with them. And We’re Not Really Strangers gets this, offering emails that go beyond the transaction and speak directly to the reader’s values.
This approach reminds us that authenticity in email marketing isn’t about perfect messaging; it’s about genuine, relatable connection. People buy the We’re Not Really Strangers card game not because it’s just a product but because it feels like a movement—a community built around honesty, openness, and connection.
5. Key Takeaways for Your Brand
We’re Not Really Strangers has cracked the code on email marketing by focusing on authenticity and emotional connection. Here’s what other brands can learn from their success:
Embrace Simplicity: Not every email needs to be a spectacle. Sometimes, a single heartfelt message is enough to make a lasting impact.
Know Your Audience: Understand your audience's values and speak to them. Personalization isn’t just about names and data; it’s about resonating on a deeper level.
Be Real: Authenticity beats flashy marketing every time. When customers trust that your brand’s values align with theirs, they’re more likely to engage and remain loyal.
The Future of Emotional Marketing
As more brands adopt emotional marketing, We’re Not Really Strangers stands as a powerful example of how personalization and simplicity can lead to real connection—and impressive revenue. For brands looking to make a meaningful impact, it’s time to take notes. In the end, it’s not about getting attention; it’s about creating connection.
Want your brand to connect on a deeper level and stand out with an authentic, meaningful approach? Let’s chat! Reach out to hello@andwhyagency.com, or fill out our quick 1-minute form and let’s build a strategy that speaks to your audience—not at them.
