I’ve written a zillion emails in my day. I’ve covered niches like (but not limited to):
- Supplements
- Pet health
- Golf
- Real estate
- Apparel
- Leather goods
- Health wearables
- SaaS
- Homeschool supplies
And business models like:
- Physical eCom
- Info products
- Memberships/subscriptions (physical and digital)
- Nonprofits
Safe to say I know a thing or two about writing good emails.
So today, I want to break down 5 of my favorites (and best) I wrote for clients:
- What kind of email it is
- The specifics of what I did in each
- Why each email worked
Let’s get into it…
Email 1: Education/Belief-Shift For Supplements
Results:
Broad Context
This is an educational belief-shifter email for a supplement brand targeting an older audience.
This email aims to change the customer’s perspective from a false belief that stops them from buying to a true belief that, alongside making them feel more informed, makes them want to buy.
As for the list size, we were warming the list. That’s why we sent it to so few people.
Specifics
The email opens by connecting with a widespread belief the audience has, that stem cell = fancy and expensive.
We then shift into the debunk:
Your body uses stem cells daily for all sorts of things. Which means your body makes them.
Logically, then, supporting the systems that make those cells can help potentially reduce symptoms associated with “aging.”
And how exactly do you do that?
Certain compounds… that our product contains.
Boom. CTA. Done.
Why It Worked
This worked for a couple reasons:
- It hit an audience pain point hard (symptom of aging)
- It addressed a common misconception (that anything related to “stem cells” within health/wellness were fancy celebrity treatments)
- It reframed the whole thing, shifting to a belief that primes them to buy
- It showed our product as the perfect solution here
65.71% opens. 5.75% clicks. 7 sales for almost $1,000 to this small list.
Imagine the results once the full list (I think over 10,000 people) starts getting emails.
Email 2: Storymonial For Health/Wellness Physical Product Subscription
Broad Context
This is a “Storymonial,” which tells a customer story (based on a testimonial) with bits of the testimonial sprinkled in.
There is an art to Storymonials.
Except in rare cases, you can’t just plop the whole testimonial in. You choose the best parts and weave them into the copy where they fit.
As for the brand, it sells wellness products focused on fighting aging.
Specifics
This story’s emotional intensity made it jump out.
A stage-4 cancer recovery patient? Immediate empathy and curiosity.
Note the classic success-story structure:
- Life before (problems, pains)
- Discovery of solution
- Objections arise and are overcome
- Initial results of solution
- Life afterward
Some elements are minimal (like #5), but they’re all there.
In this specific storymonial, I wrote a “teachable moment” section.
Part of the reason was I did NOT want to imply that our offer helps cancer recovery explicitly for compliance reasons.
But more importantly, it bridges us to that offer — a subscription program that includes the product she used.
Why did I do it that way?
Well, we’re trying to drive memberships.
She was not technically on one, but she was ordering the product regularly.
So that “teachable moment” copy allowed me to shift focus from the product itself to the importance of regular use and testing…
Which is exactly what the membership offers.
Why It Worked
This combines the power of customer language and storytelling to hook the reader and make them visualize the events as they play out.
And since it’s a fellow customer, the reader can relate. That creates a strong appeal.
Now, I can’t leave out the special offer attached to this.
The fact that their first bottle of supplement is free definitely helped sales.
But I built the offer up via storytelling already. That “free bottle” is the cherry on top that pushes people over the edge.
Email 3: Problem-Solution/Belief-Shift Hybrid For Online Golf School
Results:
Broad Context
This is another belief-shifter, but more of a problem-solution focus than an educational one.
Pretty big list, and we were pushing to the client’s online membership program (a golf school/community).
Specifics
I opened with a problem — golfers failing to practice in the winter.
And I explained why they don’t practice. That’s the false belief (that I don’t quite debunk yet).
From there, I twist the knife with some future-pacing. I show them how NOT practicing makes things worse for them in the future.
The solution is obvious here. Practice in the winter.
But then I have to shift the belief that it’s even possible to do that.
It sets up the perfect product segue.
Not only do I introduce the product…
But the copy between the first and second CTAs shoots down objections and future-paces the positive scenario.
Why It Worked
This one worked because:
- It addressed a key pain point
- It appealed to status subtly (being better at golf after the winter ends, while everyone else shakes off rust)
- It shifts the reader from a false belief to a true one that primes them to buy
- It teases what’s inside without giving it away
- It focuses on a specific aspect within the larger offer (the indoor program inside the golf school) to prevent dilution or product overwhelm
In short:
This makes the reader excited to buy and consume the content.
Email 4: Identity Appeal Email For Leather Goods
Broad Context
This shorter email is an “Identity Appeal.”
It speaks to the soul of a specific person. In this case, someone who believes in “made in America.”
Someone who cares about quality and supporting their countrymen. A patriotic customer, one might say.
As part of that, it positions “us” (my client, the brand) as doing the right thing despite the cost, against “them” (everyone else) who cuts corners.
Specifics
The email opens by addressing the big issue our audience is concerned with (that also touches our niche)…
Before diving into why we took the “correct” path.
Notice how I don’t just say “because we love America”.
I claim America is the best in hides, workers, and customers.
The patriotism isn’t “empty.” There’s a reason for it.
I also added a legacy element. “For 50 years…” tells them we aren’t some flash in the pan.
It reinforces the “we saw the decline, but resisted it anyway.” It demonstrates our brand has staying power and thus is doing things right.
Plus, more language emphasizing identity components like American heritage and craftsmanship.
Powerful, patriotic concluding sentence that flows straight into the CTA. Boom.
Why It Worked
Already said it:
I appealed to their identity.
Particularly, at a time when the subject of manufacturing moving overseas (and more recently back) was pressing on the public mind.
Email 5: Urgency-Driven Price Hike Email For Health Wearables
Broad Context
This is an urgency-driven “last call” email. The whole point is to knock fence-sitters off that fence by showing the stakes of waiting.
It comes from my Perfect Price Hike Formula (the last email in the sequence).
So it’s not a standalone email. But it adapts to many kinds of campaigns — not just price hikes.
Specifics
We wasted no time warning them that prices were going up at midnight, then gave an immediate CTA for ready buyers.
Section 2 then reiterates why prices are going up, which combines nicely as a “here’s why our products are so good and worth the price anyway”…
With a little bit of mission/values copy to connect with the readers.
More urgency + second CTA + guarantee seals the deal.
And yes, we threw some testimonials at the bottom.
Why It Worked
A few reasons:
- This was a price increase campaign. Customers had a last chance to buy before prices permanently rose.
- This email in particular was the last one. Urgency drives sales.
- We highlighted why prices were increasing (a good justification allows you to reemphasize selling points).
- We reminded them of our amazing guarantee.
- We used multiple CTAs to catch people at different levels of readiness.
On the 2nd point, most promos have a “barbell” structure.
Announcement and last call emails drive more sales each individually than middle-of-promo emails.
Hence, I love to send at least 2 announcements and 2 (sometimes 3) last call emails.
Real Emails That Made Real Sales
Picking these was tough.
I crawled through all sorts of old client folders, compared emails to pick the best (with millions of tabs open), and, in some cases, anonymized info.
But it was fun. I got to see my own evolution and reminisce on past client engagement…
All while eventually showing you a glimpse of how my email marketing mind works.
Funny story is, I followed this same process (plus extra depth and details) when putting together my 21-Email Swipe Vault.
The first four emails in this article are 4 of the 21 email types in it. Email 4, in fact, is ripped straight from the Swipe Vault.
If you want all of them…
What To Do Next
- Share this article with someone who might find it helpful (or entertaining).
- Subscribe to my Substack to get these in your inbox every Friday.
- Get my free eBook using the form below to learn the 5 things stopping you from turning “one-and-done” customers into repeat buyers.
- Grab my 21 best email templates/frameworks.
- Reach out to me if you have a sizable email list and make less than 20% of your revenue through email.