Axios newsletters have a secret weapon: STRUCTURE.
Just like James Clear, Axios structure is… well simple!
Every section has:
Bold headline
"Why it matters:" [one sentence]
"The big picture:" [context]
"What's next:" [implication]
It's so scannable that even if you only read the bold parts, you still get value.
The 59-sec takeaway:
People don't read emails. They scan them.
If your email is a wall of text, people bounce. If it has clear sections with bolded labels, they engage.
Structure = respect for their time.
How I'd use this:
Next email, add these subheads:
What happened: [your news/update]
Why it matters: [one-line value prop]
What you should do: [action step]
Even if they only read the bold parts, they get the full story.
Resource:
If you liked this - you will love this cheatsheet I made breaking down the top 10 newsletters, the structure they follow, and why they stick.
Catch you tomorrow,
Pavan
P.S. What's the longest email you've actually read top to bottom? What made you finish it?
Structure is invisible. You can't screenshot it anyway.