Inside the Inbox: A brand copywriter talks most inspiring sends

Inside the Inbox is a series created by Emma to empower you with an inside look at your customers’ favorite emails. We’re tracking down email subscribers from every industry and asking them to share the current state of their email inbox with us, ultimately giving you unfiltered consumer insight you can’t find anywhere else. From email messages they open right away to those that go directly to spam, we’ll uncover the good, the bad, and the undeliverable.

This time, we’re taking a look inside the inbox of Jared Evers, brand copywriter extraordinaire who knows an effective email when he sees one. Also known as “most likely to fill our inboxes with inspiration.”

First things first: How many unread emails are currently in your inbox?

“Between my work, personal, and side hustle accounts, I have several different email addresses. Currently, I have 18 unread messages in my personal account and 25 in my work inbox. I’ve actually already read all of them, but I mark the messages unread as kind of a to-do that reminds me to complete a task or respond.”

Which emails have you opened recently?

Ceros: “Ceros is a creative agency that sends an email every Friday to highlight three or four of their articles from the week. Functionally, it works like a blog post, but it has additional features like interactive and design elements that are incredibly unique and engaging.

Someone forwarded me this email to highlight one of the articles and I subscribed to their list right away. I’ve been anticipating the arrival of this email every Friday afternoon since!”

Ceros

Takeaway: Subscribers will take note of not only what’s inside your emails, but also other logistics, like when you send them. Decide whether you want to send emails they can anticipate at the same time every week, or keep them on their toes.

Artifact Uprising: “I just love the visual side of Artifact Uprising’s emails, and they really change the way I think about emails. In addition to being a brand copywriter, I also have a few side hustles that I do email marketing for and this company is always someone I look to for fresh inspiration.

This email, in particular, is short and sweet. From a content marketer's perspective, they highlighted a blog post that had 10 tips and showed two of them, which I really liked. It was teasing additional content while visual pointing to something specifically engaging, and it works really well.”

Artifact Uprising gif
 

Takeaway: According to Marketing Sherpa, gifs increase click rates by 42%. Include one in your next send.

Musicbed: “Musicbed is a company that helps you license music for your videos. Selfishly, I look at their website often because I have music with them licensed (Check out his music here), but they also do a really great job of highlighting new artists when they add them to their roster.

What interests me about these emails is they have these behind-the-scenes articles about pretty big names in the film industry. They’re usually focusing on one really interesting article instead of 20. Right after A Quiet Place released,  they interviewed the movie’s sound designer and it made for really engaging content. I don’t notice a specific time that they’re sending them out—I think it depends on what movies are coming out at the time.”  

Musicbed
 

Asana: “This is an email nurture email that’s separate from their regular marketing cycle. I’ve used Asana for project management for over a year, and I like how they send content showing you new features or new ways to be productive. It’s a really, really cool way to make sure your customers stay engaged and know how to use their product.

It’s kind of like if you bought an item of clothing and the retailer followed up with different ways to wear it in the summer or winter. That’s what Asana’s doing with their email marketing.”

Asana

 

Takeaway: Don’t stop sending emails to your customers after they convert. Continue providing valuable content and nurturing the relationship over time.

What about the trash?

“The stuff that most often goes to the trash folder are emails from companies who send promotional ads every single day. I think they’re sending way too much, and even if you truly do have a sale every day, it just becomes noise at some point.

Online furniture company: “I originally clicked through an ad and entered my email address, but since then, they haven’t sent me many messages relevant to what I clicked on. The emails are usually well-designed and I’m sure their products are great, but I’m not going to open their emails every day.”

Anything good in your spam folder?

“I noticed that I get a surprising amount of random overseas web and app development people who reach out and ask me to hire them. Between it being a cold email and the copy of their emails that rarely makes sense, I don’t think I’d ever trust a message like this, much less hire someone for web development!”

What’s the last thing you remember buying because of an email?

Apple Music sends regular music roundup emails that include recommendations of songs and artists to listen to. They’ll tell me what’s new in alternative. That’s the majority of what I listen to—and I find myself actually clicking through these playlists and listening to the songs.”

 

How often would you say you check your email?

“I generally do it twice a day, at the beginning of the day and at the end of the day. I definitely don’t open all of them, and generally it will be a two-pronged like look at the sender and the topic topic see if it’s relevant. If I don’t know the sender but the topic is interesting, I might check it out. If I don’t know about the topic but the sender is someone I know, I may also check it out.”

Choose three adjectives to describe your ideal email experience.

Attractive: Something that’s really visually appealing, because, in the age of mass amounts of email marketing, you need to stand out.

Unique content: I don’t want to see what your overseas SEO team cranked out, I want something that’s truly unique and interesting.

Authentic: From people I trust and senders I’ve subscribed to who are interested in developing the relationship they have with me instead of carelessly blasting emails.”

What do you wish email marketers knew about you?

“I want to interact with content and products that are unique. I don’t want the same experience your competitors are providing or to read the same headline over and over. Send me stuff that is higher quality and has a different unique perspective from what I’ve seen before. Don’t just send me a canned list of content.”

Wrap up

Looking through Jared’s inbox reminded us of the importance of originality. Take a step back to look at the big picture of your brand and decide what sets it apart from your competitors. How can you communicate that in your next send? Use some of Jared’s favorite emails for inspiration.

About the Author

Kaitlin Wernet

Kaitlin Wernet is a content specialist on Emma's marketing team. When she's not restraining herself from using too many exclamation points or grabbing one more La Croix from the office kitchen, she can be found working on her first book or planning her next big travel adventure.

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