⭕️ Stop Writing Emails No One Reads!

Hey, it's Raymond again!

In our first newsletter, we talked about writing subject lines that actually get people to open your emails. 

Then, we covered how to get past Gmail and Yahoo’s strict spam filters.

Now that your emails are landing in inboxes, there’s one more thing you need to fix: making sure people actually read them.

Because what’s the point of reaching the inbox if your email gets ignored?

I’ve seen it happen too many times. 

Brands put so much effort into growing their list, but when they finally send emails, crickets. 

Low open rates. 

High unsubscribes.

No clicks.

I’ve been there. 

Early in my career, I thought good emails were all about design and fancy graphics. 

But after running thousands of campaigns, I realized it’s the words that matter most.

I’ve spent years learning the ins and outs of email writing, so I can only imagine how tough it must be for those just starting out or too busy to dive in. 

No wonder so many marketers are still searching for ways to improve their email copy.

Take a look at this SemRush data for the keyword ‘how to write an email.’ It’s clear that a lot of people are looking for answers, and the search trend is steady.

If you browse forums like Quora, you’ll find plenty of people asking how to write effective email copy too.

So let’s fix that today. 

No need to sift through endless forums—let me show you how to write emails your customers will actually want to read.

1. Write Like You’re Talking To a Friend; Your Emails Should Feel Personal, Not Robotic.

I quickly realized that no one wakes up excited to read an email from a “company.” 

People want to hear from a person, someone who feels real and relatable. 

When I first started writing emails for my brand, I made the mistake of sounding too formal and robotic.

Instead of saying, “We at [Brand Name] are pleased to offer you a 10% discount,” I switched it up to something much more personal: 

“Hey [First Name], I just wanted to give you a quick heads-up—10% off, just for you.” 

The difference was huge. 

The email felt more like a conversation between friends, rather than a cold sales pitch.

When you write like you’re talking to a friend, it makes your emails feel more human and approachable. 

People are far more likely to engage with something that feels personal and genuine, rather than something that feels like it was mass-produced by a faceless company.

2. Make your subject line stand out and be impossible to ignore.

Your subject line is the first battle. 

Lose it, and your email is dead on arrival.

We already covered subject lines in our first newsletter, but as a quick reminder, here’s what works:

• Curiosity: “I made this mistake—you might be making it too”

• FOMO: “48 hours left: Your exclusive deal inside”

• Personalization: “[First Name], a little surprise for you”

What doesn’t work? 

Boring, corporate stuff like “March Newsletter” or “Our latest product updates.”

3. The First Line Matters—A Lot.

When I started being more direct and offering something that piqued curiosity, my open rates skyrocketed. 

People are busy, and they want to know right away if what’s in your email is worth their time. 

Keep it engaging, and make it clear why they should open and read.

Your preview text, the first sentence people see, has to hook them right away. 

If it’s vague or filled with fluff, like “Hope you’re doing well today!” chances are, it won’t get much attention.

Instead, I started jumping straight to the point:

✔️ “You might be making this mistake with your skincare routine.”
✔️ “I’ll keep this short: Here’s a 20% discount, but it expires soon.”
✔️ “This might be controversial, but here’s why I hate most loyalty programs.”

4. Stop Making It About You – Focus on What Matters to the Customer.

I learned this the hard way when I first started writing emails for a client. 

I used to focus on the company’s efforts, like how much time was spent developing a new product. 

But I quickly realized that people don’t care about the story as much as they care about how we can solve their problems.

Instead of saying, “We’ve spent months perfecting our new moisturizer,” 

I switched to, “Dry skin? This moisturizer works overnight—here’s proof.” 

I started focusing on my audience’s pain points and how my product could provide a solution. 

The result? 

Increased engagement and stronger connections with potential customers.

People want to know how you can make their lives better. 

When you focus on solving their problems, you're much more likely to grab their attention and inspire action.

5. Each Email Should Have One Clear Goal, Whether It’s Driving a Sale, Encouraging Engagement, or Asking for a Review.

I’ve made the mistake of sending emails with way too much going on. 

Three different promotions, a random company update, and a blog link all crammed into one message. 

It’s overwhelming, right? 

I quickly realized that it wasn’t effective. 

Instead of getting the response I wanted, I was leaving people confused, unsure of what to do next.

Now, I make sure each email has one clear goal. 

Do I want them to shop? Read? Reply? I pick one and stick to it.

For example:

• If it’s a sale email, I focus on driving them to the offer.

• If it’s a welcome email, I aim to get them to engage with the brand.

• If it’s a post-purchase email, I ask them to leave a review.

By simplifying the message and giving them one clear call to action, it’s much easier for my audience to follow through. 

Too many options can actually lead to no action at all, so I keep things straightforward and focused.

Your emails deserve to be read. 

But if they sound robotic, have weak subject lines, or overwhelm readers with too much info, they’ll get ignored.

Focus on writing like a human, making your subject lines irresistible, and keeping each email simple and clear.

Now, I want to hear from you—what’s been your biggest struggle with writing emails? 

Reply and let me know!

Talk soon,

Raymond Chen
Founder & CEO, 11 Agency

Still unsure of how to navigate email marketing?

Let’s Make This Work for You

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

More Resources to Help You Win at Email Marketing

If you’re up about boosting your email game, I’ve got a few more gems for you:

📝 Read Our Blog

Looking to create more impactful email content? Our head email copywriter, Lawrence Soliman, just released an in-depth guide on the role of emotional triggers in writing high-performing emails—packed with actionable examples. Check it out now!

💡 Let’s Connect on LinkedIn

I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect! Follow me here!