The Seinfeld Email Sequence: How to Write Daily Emails About Nothing

What if the secret to email marketing success was sending more emails, not fewer? And what if those emails didn't have to be about your product at all?

That's the premise behind the Seinfeld email sequence, a strategy inspired by Jerry Seinfeld's legendary "show about nothing." Instead of carefully planned campaigns with strategic objectives, you simply email your list every day with observations, stories, and thoughts that entertain while subtly building connection.

It sounds counterintuitive. It might even sound crazy. But for the right audience and the right personality, it's one of the most effective relationship-building strategies in email marketing.

What Is the Seinfeld Email Sequence?

The Seinfeld email sequence takes its name from the TV show that famously had no plot. Episodes were about waiting in line, looking for a parking spot, or arguing about double-dipping chips. Yet it became one of the most successful shows in television history.

The email version works the same way. You send daily emails that aren't about anything in particular. There's no carefully crafted nurture journey, no strategic content calendar mapped to buying stages. Just you, talking to your audience about whatever's on your mind.

Here's what makes it different from traditional email marketing:

Traditional Sequences	Seinfeld Sequences
Strategic content calendar	Write what's on your mind
1-2 emails per week	Daily emails
Focus on value and education	Focus on personality and stories
Clear calls to action	Soft mentions of offers
Professional, polished tone	Conversational, authentic voice
Product-centric messaging	Person-centric messaging

The strategy was popularized by email marketers like Ben Settle, who built a six-figure business by sending daily emails with this approach. Others like Matt Furey, Gary Halbert, and John Carlton have used variations of this technique for decades.

When the Seinfeld Approach Works (And When It Fails)

Before you commit to daily emails, understand that this strategy isn't for everyone. Here's an honest assessment.

When It Works

You have a strong personality or unique voice. The Seinfeld sequence lives or dies on your ability to be interesting. If you have opinions, tell stories well, or have a perspective people find refreshing, this approach amplifies those strengths.

Your audience values authenticity over polish. Some markets respond better to real, human communication than corporate messaging. Founders, creators, consultants, and personal brands often thrive with this approach.

You're building a personal brand. If you are the product (coach, consultant, author, speaker), daily emails accelerate the know-like-trust factor that drives buying decisions.

You have enough to say. This requires generating 365 emails per year. If you're naturally observant, always learning, and have a steady stream of thoughts to share, you'll thrive. If not, you'll burn out.

Your business model supports it. Products with higher price points and longer consideration cycles benefit most. The daily touchpoint builds relationship equity that pays off when someone is ready to buy.

When It Fails

You're in a highly regulated industry. If every email needs legal approval, daily sending isn't practical. Healthcare, finance, and legal services may struggle with this approach.

Your audience expects formal communication. Enterprise B2B buyers at Fortune 500 companies might not appreciate casual daily emails. Know your audience.

You don't have a unique perspective. Sending daily generic tips won't work. You need actual personality and opinions. Vanilla doesn't cut it.

You're inconsistent. Missing days defeats the purpose. If you can't commit to daily, don't start. Inconsistency trains people to ignore you.

You hate writing. This needs to be sustainable. If writing is torture, consider whether weekly emails with more effort might serve you better.

The Anatomy of a Seinfeld Email

A good Seinfeld email follows a loose structure while feeling completely unstructured. Here's what typically works:

The Hook (1-2 sentences): Start with something that makes people want to keep reading. An observation, a question, a provocative statement, or a story opening.

The Story/Observation (Main body): This is the "nothing" part. Share the thing that's on your mind. It could be something that happened to you, something you noticed, a conversation you had, or a random thought.

The Pivot (1-2 sentences): Somewhere near the end, connect your story to something relevant. This is optional but effective. The pivot doesn't have to be clever or forced. Sometimes the connection is loose, and that's fine.

The Mention (1 sentence): A casual reference to what you sell, with a link. Not a hard sell, just a "by the way, I do this thing."

Let me show you some templates that follow this structure.

Seinfeld Email Templates

How to Come Up With Daily Content Ideas

The number one objection to Seinfeld emails is: "I don't have enough to say."

You do. You just need systems to capture your thoughts.

Content Sources That Never Run Dry

Your daily experience. What happened today? What annoyed you? What made you laugh? What did you notice that others missed? The mundane becomes interesting through your lens.

Conversations you had. Every chat with a customer, friend, or stranger is potential content. What did they say that stuck with you? What question made you think?

Things you read. Articles, books, social media posts, even signs on the street. Everything is content if you add your perspective.

Your work. Behind-the-scenes looks at what you're building, problems you're solving, decisions you're making. People love transparency.

Questions from your audience. The easiest email to write is one answering a question someone actually asked.

Contrarian takes. What does everyone believe that you think is wrong? What common advice do you disagree with?

Patterns you notice. Two things that seem unrelated but connect in an interesting way. Three examples that suggest a trend.

The Capture System

The key to daily content isn't inspiration. It's capture.

Keep a running note (phone, Notion, whatever) where you jot down observations throughout the day. Aim for 3-5 notes daily. Most won't become emails. Some will.

Good notes look like:

• "Guy at coffee shop spent 20 minutes on his laptop then ordered nothing. Is this what remote work has become?"
• "Customer asked why we don't have feature X. We actually do. Why didn't they find it?"
• "Realized I've been procrastinating on this task for 3 weeks. What's that about?"

Each of these could become an email with a little expansion and a business connection.

A Week of Example Topics

Day	Topic	Hook
Monday	Coffee shop observation	Working remotely vs. being seen working
Tuesday	Customer conversation	The feature they couldn't find
Wednesday	Book you're reading	The one line that stuck with you
Thursday	Industry news	Your hot take on the latest trend
Friday	Something that annoyed you	Why this common thing is wrong
Saturday	Weekend activity	What you're doing instead of working
Sunday	Reflection	What you learned this week

Real Examples From Marketers Using This Approach

Let me share how some marketers have made Seinfeld emails work for their businesses.

Ben Settle: The Godfather of Daily Emails

Ben Settle has sent a daily email for over a decade. He sells information products about email marketing (meta, I know). His style is:

• Strongly opinionated and sometimes controversial
• References pop culture (movies, books, TV) constantly
• Often antagonistic toward mainstream marketing advice
• Sells from almost every email, but casually

What makes it work: Ben has a distinctive voice that you either love or hate. The people who love it become loyal buyers. He doesn't try to appeal to everyone.

Justin Goff: Copywriting and Course Sales

Justin Goff built a copywriting business on daily emails. His approach:

• Mixes business lessons with personal stories
• Often shares income numbers and results transparently
• Discusses the copywriting industry from an insider perspective
• More educational than pure Seinfeld, but still daily and personality-driven

What makes it work: Justin's audience wants to learn copywriting. His daily emails feel like free education with a course to upsell.

Shaan Puri: Tech and Business Commentary

Shaan Puri (founder of The Hustle, now at My First Million podcast) uses daily-ish emails that blend:

• Business breakdowns and analysis
• Personal stories about entrepreneurship
• Trend predictions and hot takes
• Casual, conversational tone

What makes it work: Shaan builds in public and shares thinking transparently. His emails feel like getting coffee with a smart friend.

Common Threads

What these successful daily emailers share:

1. Strong opinions. They say things others won't. Vanilla doesn't work.
2. Consistent voice. You know it's them from the first sentence.
3. Entertainment value. The emails are enjoyable to read, regardless of topic.
4. Soft selling. They mention their products but don't hard pitch.
5. Volume tolerance. They've accepted that some people will unsubscribe, and that's fine.

Building Your Own Seinfeld Sequence

If you're convinced this approach might work for you, here's how to start.

Step 1: Audit Your Voice

Can you write in a way that's distinctly you? Try writing 5 emails without editing and read them back. Do they sound like they could only come from you? If they sound generic, work on your voice before committing to daily sends.

Step 2: Test the Waters

Don't announce you're going daily. Just start sending more frequently. Move from monthly to weekly. Then weekly to 3x per week. Then daily. Watch your unsubscribe rates and engagement.

Step 3: Build Your Capture System

Set up a system to capture ideas. This is non-negotiable. Without it, you'll hit a wall within weeks.

Step 4: Create a Sending Routine

Daily emails require daily writing (or batching). Figure out when you'll write:

• Morning people: Write before work starts
• Night owls: Write after work ends
• Batchers: Write 5-7 emails on Sunday for the week

Step 5: Set Expectations

Tell your audience what's happening. Some will love daily emails. Some will hate it. Let people adjust their expectations or unsubscribe. That's healthy.

Step 6: Track What Works

After a month, look at:

• Which emails got the most replies?
• Which drove the most clicks?
• What topics resonated?
• What fell flat?

Double down on what works. Abandon what doesn't.

Common Mistakes to Avoid

Mistake 1: Being boring. If your emails read like corporate memos, daily frequency won't save you. Personality first.

Mistake 2: Overproducing. Seinfeld emails should feel casual and quick. Don't spend 2 hours perfecting each one. Write, edit lightly, send.

Mistake 3: Never selling. The point is still business. Mention your product. Include links. Just don't make every email a pitch.

Mistake 4: Inconsistency. If you're going daily, go daily. Missing days trains people to ignore you. Better to send 3x per week consistently than daily inconsistently.

Mistake 5: Trying to please everyone. Some people will unsubscribe. Good. You want an engaged list, not a big one.

The Bottom Line

The Seinfeld email sequence isn't for everyone. It requires personality, consistency, and comfort with being polarizing. But for those who can pull it off, it builds relationships that traditional email marketing can't match.

You don't need perfect copy. You don't need strategic funnels. You just need to show up, be interesting, and care about the people reading.

Just like a show about nothing became everything.

Related reading:

• Email Sequence Templates: The Complete Guide
• Email Nurture Sequence: The Complete Guide
• Email Sequence Copywriting: Frameworks and Templates
• Cold Email Sequence: Templates and Best Practices