From visual noise to cold and clear copy: How Stormfors builds B2B trust through simplicity

Stormfors is a digital agency based in Stockholm that specializes in branding, design and technology. They are known for creating digital identities, high-performing websites (often using Webflow) and for offering strategic growth advice. They create customized digital solutions that drive growth and lay the foundation for long-term business success.

Focus on the written word

For the digital agency Stormfors, email marketing is first and foremost a channel for sharing knowledge and building trust in communications with other companies. George, the company’s Head of Growth, has spent several years developing an approach that always puts content at the center. The decision to choose Rule was driven by the combination of competitive pricing, local support, and the ability to easily work with integrations.

Instead of creating design-heavy newsletters, Stormfors has chosen to focus on the written content. Their approach aligns with a text-first style of communication, inspired by the clarity and simplicity often seen in AI-driven interfaces. Most mailings consist largely of text, with a deliberately understated design that reflects the company’s brand. The content is shaped around a few key questions: what is genuinely interesting to the recipient, what the company wants to highlight at that moment, and how the message can be made as easy as possible to read and absorb.

"To truly cut through the noise, you have to simplify. We focus on clean, concise copy and minimalist design to ensure our message is heard, leading to higher engagement and more authentic B2B connections."

George Duckett, Head of Growth, Stormfors

How can you cut through the noise?

The newsletters are based on insights, perspectives and expertise, and the aim is to get the message across without feeling like advertising. George describes it as a way to “cut through the noise”. In an inbox full of visuals and marketing messages, a simple, well-written email can stand out precisely by being restrained and informative. It reminds us that good B2B communication doesn’t have to be so complicated.

Over the years Stormfors has worked with Rule, the marketing team has continuously tested and refined their email campaigns. They regularly run A/B tests to understand what resonates best with their target audience, and the results have been clear – open rates have steadily improved over time. For the team, open rates are one of the strongest indicators that the communication is working. At the same time, their core philosophy remains unchanged – good email isn’t about selling the most, but about being the most relevant.

The guiding principle

George sums up the guiding principle for every email in a simple question: “Would I be happy to receive this?” And if the answer is yes, there’s a good chance the recipients will feel the same way. In a channel where competition for attention is fiercer than ever, simplicity, clear copy, and respect for the reader can be what makes the biggest difference.