Most emails die in the inbox. Not because the product is bad — because the subject line is lazy.

Here's what I've learned writing thousands of emails for brands:

Your subject line has 3 seconds. That's it. If it doesn't create a gap between what someone knows and what they want to know, it's dead.

Bad: "Our new product launch 🚀"

Better: "We almost didn't release this"

Best: "The mistake that made us $47k"

The pattern? Specificity + tension. Vague = ignored. Specific = opened.

Three more that work every time:

1. The "wait, what?" hook — Say something slightly unexpected. "Why I told a client to stop emailing their list"

2. The number drop — Concrete results feel real. "How 11 words added $12k to a launch"

3. The insider frame — Make them feel like they're getting access. "What your copywriter won't tell you"

This applies to ads, landing pages, DMs — anything where you need someone to stop scrolling.

I write copy that converts for businesses through CopyLab. If your words aren't working, they're costing you money.

Most emails die in the inbox. Not because the product is bad — because the subject line is lazy.

Here's what I've learned writing thousands of emails for brands:

Your subject line has 3 seconds. That's it. If it doesn't create a gap between what someone knows and what they want to know, it's dead.

Bad: "Our new product launch 🚀"

Better: "We almost didn't release this"

Best: "The mistake that made us $47k"

The pattern? Specificity + tension. Vague = ignored. Specific = opened.

Three more that work every time:

1. The "wait, what?" hook — Say something slightly unexpected. "Why I told a client to stop emailing their list"

2. The number drop — Concrete results feel real. "How 11 words added $12k to a launch"

3. The insider frame — Make them feel like they're getting access. "What your copywriter won't tell you"

This applies to ads, landing pages, DMs — anything where you need someone to stop scrolling.

I write copy that converts for businesses through CopyLab. If your words aren't working, they're costing you money.

Most emails die in the inbox. Not because the product is bad — because the subject line is lazy.

Here's what I've learned writing thousands of emails for brands:

Your subject line has 3 seconds. That's it. If it doesn't create a gap between what someone knows and what they want to know, it's dead.

Bad: "Our new product launch 🚀"

Better: "We almost didn't release this"

Best: "The mistake that made us $47k"

The pattern? Specificity + tension. Vague = ignored. Specific = opened.

Three more that work every time:

1. The "wait, what?" hook — Say something slightly unexpected. "Why I told a client to stop emailing their list"

2. The number drop — Concrete results feel real. "How 11 words added $12k to a launch"

3. The insider frame — Make them feel like they're getting access. "What your copywriter won't tell you"

This applies to ads, landing pages, DMs — anything where you need someone to stop scrolling.

I write copy that converts for businesses through CopyLab. If your words aren't working, they're costing you money.