Inbox Magic: How to Write Emails People Can’t Ignore
by: Jenn Hurless + Jena Hintze
In an age when most people can’t sit through a 90-second video, we somehow expect them to read an email that clearly sounds like it was written by ChatGPT. No wonder most emails get ignored or (more likely) deleted. The secret isn’t sending more emails. It’s writing ones people actually want to read.
It starts by thinking like your reader. Every line has to feel useful and human from the very first line. Here’s how the best creators make it happen.
Start with a Subject Line That Hooks
Your subject line is the first and sometimes only thing people see. Make it count. Generic lines like “Weekly Update” or “Check This Out” rarely get clicks. Instead, tease curiosity, offer a benefit, or add personality.
Quick Tip: Numbers, questions, or emotional triggers work well. For example, “The 3 Things I Did That Changed Everything” or “You’re never going to believe what happened to me yesterday…” make readers feel like they need to click.
Lead with Value, Not Sales
Nobody wants to be sold to right away. Start with something useful or relatable. A short story, a common pain point, or a quick tip can grab attention faster than a sales pitch.
Try This: Ask yourself what the reader will gain by opening the email. If the value isn’t clear in the first few lines, rewrite it.
Keep It Scannable
Most readers skim emails. Big blocks of text can be intimidating. Break content into short paragraphs, include headers, and use lists sparingly. Make it easy to digest quickly.
Quick Tip: Highlight key phrases so readers can understand your main points at a glance. Even skim-readers should walk away with the key takeaway.
Write Like a Human
Forget corporate jargon or stiff language. Emails perform best when they feel like a conversation with a real person. Humor and personality go a long way. And if you’re email is riddled with em dashes, your robot is showing.
Try This: Read your email out loud. If it doesn’t sound natural, revise it. The goal is for readers to feel like you are talking directly to them.
Include a Clear Call to Action
Every email should have a purpose. Whether it’s clicking a link or reading a blog post, make the next step obvious. Don’t bury it at the bottom or make it confusing.
Quick Tip: Keep calls to action simple and benefit-focused. Phrases like “Download the Free Guide” or “Claim Your Spot” work much better than vague alternatives.
Test, Analyze, and Improve
Even well-written emails don’t always hit the mark. Track open rates, clicks, and engagement. Experiment with subject lines, formats, calls-to-action, and sending times to see what resonates.
Try This: Pay attention to replies and comments as well. Real feedback often shows what people truly value.
Send Emails People Look Forward To
Writing emails that get read isn’t magic. It’s a combination of creativity and truly understanding your audience. Craft subject lines that hook, provide value upfront, keep content scannable, write like a human, include clear calls to action, and test regularly. This is the recipe to a successfu email.
Think of each one you sendl as a mini-conversation. Give readers something they look forward to opening and engaging with. Over time, your emails will stop getting lost in the shuffle. They will be the ones your audience actually reads.
