Let's be honest: most emails are terrible. They're boring, generic, and immediately forgettable. But here's the thing—your subscribers WANT to hear from you. They signed up for a reason. The question is: why are you boring them?
The Real Reason Emails Get Deleted
It's not about subject lines. It's not about timing. It's about this one thing:
"People don't delete interesting emails. They delete boring ones."
So how do you stop being boring? Let me share the exact framework I use for every email I write.
The INTEREST Framework
I — Intrigue from the first line
Your opening line should make them curious. Not clickbait—just genuinely interesting. Example: "I just lost $10,000 so you don't have to."
N — Narrative, not lectures
People don't want to be taught—they want to be told a story. Share what happened to you, a client, or someone you know.
T — Tension keeps them reading
Every good email has conflict. What went wrong? What obstacle did you overcome? What's the problem you're solving?
E — Evidence beats opinions
Don't just say "it works"—show the numbers, share the result, cite the study. Proof is what converts readers.
R — Realness is magnetic
Drop the corporate speak. Write like you're talking to a friend. F-words, casual language, and personality = better engagement.
S — Specific beats vague
"Some people" → "3 fitness coaches I worked with last month." Vague emails get vague results.
T — Take action now
End with ONE clear next step. Not 3 links. Not 5 options. One thing they should do.
Before and After
Here's this framework in action:
❌ Boring Email
Subject: Newsletter #42
Hey,
Today I want to talk about email marketing. It's important for your business. You should do it.
Let me know if you have questions.
Best,
[Name]
✓ Interesting Email
Subject: I watched a $5,000 course get posted on Instagram for free
Hey,
This morning I saw something wild. A guru was selling a $5k course. Tonight, it's floating around Telegram groups for free.
Here's what this teaches us about info products in 2026...
— [Name]
The One Thing That Changes Everything
If you remember nothing else from this article, remember this: write to one person. Not your "list." Not your "audience." One specific human being you're trying to help.
When you write to one person, your email becomes human. It has voice. It has personality. And people respond to that.
Your Turn
Next time you write an email, ask yourself: "Would I send this to my best friend?" If the answer is no, rewrite it until it feels like you would.