Christmas is a negative ROI

If you are NOT working on Christmas…

You will fail.

Jk…

I made my first engagement/rage-bait tweet earlier today with this angle.

Honestly, I assumed people would see right through it…

But people got mad, and it evoked some pretty emotional replies. Rightfully so:

“how the hell is this guy going to tie this into email marketing?” you’re probably asking.

Your email’s copy/overall subject has to evoke emotion from your customers.

It has to make them FEEL something so they can DO something.

But to do it properly, you have to understand your audience.

Think about your customer's day-to-day life. Their challenges. Their values. Their interests.

For e-commerce brands, your customers might be people who:

• have trouble getting sleep but have big dreams

• want to stay stylish at an affordable price

• are looking for skincare that helps them feel beautiful

Now, here's where it gets interesting...

You can create emails that resonate more deeply when you genuinely understand these desires. This isn't about manipulation - it's about connection.

Take my tweet about working on Christmas. Why did it work?

Because it tapped into something real:

• Some people felt defensive of their family time

• Others felt validated in their hustle

• Many wanted to share their own perspective

But here's the key: Every response came from a place of genuine emotion.

Your emails need to do the same (minus the controversy).

For example:

Instead of "20% off sleep masks 🤓"

Try "Dream bigger tomorrow with better sleep tonight"

Instead of "New arrivals under $50 🤓"

Try "Your confidence shouldn't come with a price tag"

Instead of "Revolutionary skincare formula 🤓"

Try "Your natural glow, amplified"

See the difference? We're speaking to the emotion behind the purchase.

But remember - the goal isn't to make people angry or sad. It's to connect with what they already care about and show them a path forward.

Want to see how we help brands craft emails that connect AND convert?

Let’s chat after Christmas… because I will indeed be spending time with family.

Book your chat here.

Ho Ho Ho

- Brenden