I Probably Didn’t Open Your Email Newsletter — Here’s Why.
The promotions tab of my inbox has 16,000 emails.
A relentless flurry of pings, like the endless snowfall of northern winters. The second you shovel a path — bam — more messages cascade into your perfectly cleared inbox.
Most days, I do the digital version of control-alt-delete:
Click. Click. Delete. In a furious rage.
Even the emails I want to open often get buried.
But lately, I’ve started paying closer attention to what stops my scrolling thumb — and what makes my eyes glaze over. Why? Because I’ve been hired to write emails that make people click open. For a jewelry brand, to be specific. And now that I’m on the other side, I see the mistakes (let’s call them sins) that hold emails back from getting the love they deserve.
Here are a few:
It’s All About You — Not Your Reader
Brands love to talk about their big news. New launches, awards, holiday collections — and sure, that’s exciting for them. But here’s the thing: readers want to know, “What’s in it for me?” The best emails turn your news into their win.Instead of: “Introducing our new cast-iron skillet collection!”
Try: “Your holiday dinners deserve a skillet that does it all (yes, even dessert).”
You Forgot to Hook Me
You’ve got seconds — literally — to convince someone to open your email. Yet most subject lines read like someone clocked out early on a Friday.Boring: “Shop our new wine arrivals.”
Better: “The perfect bottles to pair with cozy nights in 🍷.”
It’s Way Too Long
Newsletters aren’t novels. If I’m greeted by a wall of text, I’m already gone. Great emails are snackable: one core idea, one easy action.Instead of: A long list of winter styles.
Try: “5 cozy pieces to take you from work to weekend — effortlessly.”
And with that - I’m done. If you liked this email, please share it. Thanks! Happy holidays 🎄