Lesson 1: Why Your Emails Feel Like Chores (And How to Make Them Feel Like Conversations)
You stare at a blank email, type ‘Hey everyone,’ delete it, try again. 30 minutes later, you give up. By the end of this lesson, you’ll write your next email in under 15 minutes without the anxiety.
Holiday season just ended (customers are email-fatigued) and while Q1 is historically slow for retail besides for Valentine’s day – where we Share the Love. This is THE moment to build relationships that carry you through the year.
When sales slow down, most brands panic and discount. The smart ones deepen relationships so Q2 doesn’t start from zero.
The real problem: You’re writing TO customers, not WITH them.
What makes email copy feel natural vs. forced.
Write from a place of being of service instead of hungry for the money.
The shift: Email isn’t broadcasting, it’s continuing the conversation from your store/booth.
Most people write their content with themselves in mind. When you are at a vendor in-person event and you’re selling you are thinking about your customer.
Write the same way.
Say hello, ask them about their special occasions and how your product could pair with existing pieces or solve a problem that has been driving them crazy.
At your booth: You ask “What brings you in today?” In your email: Start with “I’ve been getting a lot of questions about…”
Why retail email copy is different from corporate email copy (you have a relationship already)
You can sit back and relax and talk to your customer. This isn’t your boss. This isn’t a stuffy-suit and a briefcase.
This is a table with two hot chocolates, two friends—or two people who trust each other.
People buy from people they know, like, and trust.
A clear comparison of natural vs. forced: Glossier
Glossier consistently nails the natural, conversational approach. Their emails:
- Use clean, minimal design with lots of white space
- Feature real customer reviews and user-generated content
- Write in a friendly, conversational tone without being pushy
- Lead with product value and education rather than constant discounting
- Feel like a friend sharing something they love, not a salesperson pushing a product
Forced Email Example: The “Everything Must Go” Approach
Think of emails that:
- Stack urgency tactics: “LAST CHANCE! 🚨💰 ENDS TONIGHT! Only 3 left!”
- Lead with massive discounts in every single email (50% off! 70% off!)
- Use ALL CAPS everywhere and excessive emojis
- Feature countdown timers in every email
- Have multiple competing CTAs screaming at you
- The subject line: “BLACK FRIDAY BLOWOUT MEGA SALE ENDING SOON!!!”
Why it feels forced: When every email is urgent, nothing is. It reads desperate rather than confident. The constant discounting undermines brand value and trains customers to never buy at full price.
The Key Difference
Natural emails feel like they’re adding value to your day – whether that’s education about ingredients, routine tips, or genuinely helpful product recommendations based on your interests.
Forced emails feel like they’re trying to extract value from you – every word is engineered to trigger FOMO and push you toward checkout, regardless of whether you actually need the product.
Here’s my 15-minute framework breakdown:
Minute 1–3: Pull reviews
Minute 4–7: Choose one problem
Minute 8–12: Write like a booth conversation
Minute 13–15: Subject line + send
Do This Before Next Tuesday assignment:
- Write one email this week using the vendor booth approach
- Don’t overthink it, just hit send
- Screenshot your open rate and bring it to Lesson 2
Your email doesn’t have to be perfect. It has to sound like you, sound natural, and provides value.
Next Tuesday, I’ll show you how to find the exact words your customers use—straight from your reviews and DMs—so you never stare at a blank email again.
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