This week, Unbreakable turns 25. You know, that M. Night Shyamalan classic where Bruce Willis slowly realizes he’s a superhero because he survives a train crash, marriage counseling, and Philadelphia in a plastic poncho. (Which, honestly, is the hardest part.)
No cape. No spandex. Kind of like transactional emails.
They’re not glamorous, but they are the quiet juggernauts of your inbox. Receipts, shipping updates, password resets... all surviving redesigns, management shakeups, and seven rebrands where someone inevitably says “What if we try sans-serif?”
And right now, before the holiday inbox goes full train crash meets villain monologue, it’s time to hit the email gym. Polish the copy. Test your triggers. Lift until your send flow looks like Bruce doing that scene where he just keeps benching and the kid’s like “Dad, that’s 350 pounds.”
Because finding your weaknesses now beats discovering them mid-Black Friday meltdown in a poncho made of regret.
