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Inbox VIP in the style of Kandinsky by Stable Diffusion


Write Emails Subscribers Can't Ignore

Establish a strong connection and build trust with your audience through authenticity. Swipe this nine-point checklist and get inspired by the examples.

By Susan Rov

•3 min read

We've all seen those robotic, soulless emails that look like they've been copy-pasted from a land of yawn-worthy templates. But even when you're writing copy for brands or promos, your emails don't have to be a snooze fest. Adding authenticity will make them resonate and build trust with your audience.

Swipe this nine-point checklist that'll turn your emails into inbox VIPs. 👇🏽

1. Flaunt your flaws

"Remember when we promised to deliver your pizza in 30 minutes or less, but it showed up cold an hour later? Oopsie daisy! We've revamped our pizza tracking system and now you'll get your hot, cheesy goodness before you decide what to watch on Netflix."

2. Get up close and personal

"When I started my freelancing adventure, I couldn't set boundaries to save my life. I would reply to client messages on my phone at a house party at 2am. Sad, I know. "

3. Sneak them backstage

"Today, I'm not feeling it. My office is a mess, my fridge is empty and I've already eaten 4 cookies before breakfast. Have you ever had one of those days? No? Just me?"

4. Share your opinions

"Call me old fashioned, but I just can't get behind the idea of getting a standing desk. I'm unable to flex my creativity and quads at the same time. Who are these people that buy under-desk walking pads and make us feel guilty for our back pain?"

5. Make your team members relatable

"Jane here, your over-caffeinated marketing assistant. Just reaching out to share our latest app updates. After asking Bill—our grumpy tech guy—for this feature 17 times, it's finally here. I hope you'll appreciate it as much as me."

6. Face objections head-on

"Worried our organic skincare line might leave your wallet drier than the Sahara? Let me show you why it's worth the splurge."

7. Share your struggles

"Creating products you're happy with isn't a walk in the park. It took me 78 different folders, two existential crises, and countless espresso shots to get my signature program to where it is now."

8. Let them make a decision

"I've been tossing between these three book covers for over a week. Help me decide and let me know which one you prefer."

9. Show off your wins

"We're popping the champagne today. Our brand just got featured in The Quirkiest Brands To Watch in 2023. I mean, it's not Forbes, but it's something."


  • Customize example #2 for your next client email "When <I started my freelancing adventure>, I <couldn't set boundaries to save my life>. I used to <reply to client messages on my phone at a house party at 2am. Sad, I know.>"
  • Use this template "When I <insert part of the journey your audience might be on>, I <insert relatable struggle>. I used to <insert a specific example + how you felt>."
  • Then continue the email by explaining how you overcame this. If applicable, connect the solution to the related product/service you're selling.
Susan Rov

About Susan Rov

Susan traded cocktails and lattes for words that move. As a copywriter on a mission to end boring, she brightens brands and makes an impact. Number 463 on the list of fiction readers left standing, you'll find Susan at sunrise—running, writing, and wondering how to change the world next. That drive led her to become a founding team member of BRIL.LA.