The Best & Worst Emails in My Inbox - Volume 3

Alright you guys, this weeks edition of the Best & Worst Emails in my Inbox is for all my small service-based business owners out there. So if you're reading this and are in the e-commerce world, just warning you that this article may not be super applicable for you but feel free to keep on reading anyway! Let's dive right right in. 

The Best Email in My Inbox

1. The subject line caught my attention.

Ah, the curiosity evoking subject lines... they always get me! The subject line that Caitlin used for this email totally had me thinking to myself "What does she mean my type?". Annnnnnd queue email open.

While you don't always want to use curiosity evoking subject lines, it's definitely effective to sprinkle some in here and there to keep your subscribers on their toes.

TAKEAWAY: Try mixing in some curiosity gap subject lines and see how your subscribers react. 

2. It's succinct & straightforward

People have the shortest attention spans in the world nowadays when it comes to consuming content online. Not only that, most inboxes are hella busy so when sending out communications to your list, you want to get in and get out as fast as possible while still delivering a meaningful and compelling message.

When it comes to the emails I personally receive, I always appreciate when people get straight to the point, tell me what I need to know and clearly spell out what it is they want me to do next. This is something I try to always do with my own email communications as well.

TAKEAWAY: Avoid sending novel length emails to your list. They won't get read. Try to use short, succinct, straightforward and scannable copy in your email communications. If you must send a longer email, make sure you put a CTA at the top as well as at the bottom of the email so that it's easy for people to take action even if they don't make it all the way to the end of the email. 

3. It has a clear call-to-action

Not only does Caitlin make your life so much easier simply by making this email nice and punchy, she makes it really clear how you can take her up on this offer by using a direct call-to-action.

Visually, the call-to-action stands out from the rest of the email. Although Caitlin uses text-based emails (vs. image-based) she's done a great job of using text formatting to make the call-to-action stand out amongst the rest of the email copy. 

The call-to-action she uses is "Go watch the video and let me know your type". The first half of this is very clear and doesn't leave you with any questions as to what might be on the other side of that's a video! The second part of the CTA actually tells you what she wants you to do next - watch her video and tell her which type of person you relate with most. Brilliant! Not only is she getting you to watch her video but she's also priming you to feel compelled to engage with her after you're done watching it. 


1. Design your emails in a way that allows your CTA to visually stand out from the rest of your email.

2. Use clear calls-to-action that do not leave your readers wondering what's going to happen after they click. 

Caitlin does a great job of this in her email. This email is nice and short, easily scannable, has a clear call to action and communicates all of the important information in like ... 3 sentences.

The Worst Email in My Inbox

Okay, sometimes I find my use of the word "worst" to be a little harsh. This week is definitely one of those times. The email I'm featuring below is full of some REALLY great copy. However there were a couple things about this email that left a bad taste in my mouth.

1. Click-bait subject line...yuck.

The words ACTION REQUIRED right at the beginning of this subject line definitely caught my attention, but for all the wrong reasons. I'm all for using attention grabbing subject lines but not ones that are misinformed. The use of "ACTION REQUIRED" should only be used when there's truly an action required. For example, letting you know that they want to remain on your mailing list or perhaps updating their account information or something. But in this particular email, the action "required" is to sign up for the webinar which is absolutely not a requirement, that's a choice your subscriber can make for themselves. I bet this email got a lot of opens but I also bet that most people felt tricked once they actually read the email which is NOT something you want to make your subscribers feel.

TAKEAWAY: Only use "action required" in your subject lines when there's truly an action required by your subscribers that may negatively impact them if they weren't aware of it.

2. Image use appears spammy.

Subject line aside, the design of this email really threw me off. The image takes up the entire email and there's absolutely no padding between the image and the text. To me, the design of this email appears unprofessional and spammy and would not leave me feeling compelled to take any action whatsoever. 

TAKEAWAY: Make sure you always send yourself a test of your email before it's deployed. I feel like this person forgot to test the email before they hit send because if they saw how the email was rendering they likely would have fixed this issue...maybe...maybe not. Always leave padding between your images and your text. In this case, I would have shrunken the image way down and placed it on it's own line underneath the fourth paragraph (with the pink writing in it) because the 4th paragraph is the one referencing this guide. Doing this wuold have split up the email a little bit, make it appear more organized and professional and make it much more scannable for your readers (and who doesn't love a good scannable email am I right?)


That's all for this week! Hope you learned a thing or two that you can apply to your own email marketing. 

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