How to build goodwill with email content

I sent the same 15-minute email every Monday morning for a decade at Google. It got me promoted. Multiple times. 🚀 Here's the thing nobody tells you: Your boss isn't psychic. They have 5–10 direct reports, dozens of stakeholders, and a brain that can't see what you see from your seat. If you don't tell them what you did last week, their brain fills in the gap with the problems. Most people swallow their wins, assuming their boss doesn't want to hear about them, or that telling them about them will look like bragging.  Everyone in your office is making the same wrong guess.  You guess your boss doesn't want your wins. They guess their team is "just heads-down." Your coworkers guess self-promotion is annoying. Nobody's actually checked. So everyone stays quiet, and the wrong guess wins by default. So I built a habit: Every Monday. 15 minutes. Three sections. 👉 Last week's accomplishments 👉 This week's priorities 👉 Where I could use my manager's help That's it.  Here are 6 rules that make this email actually work: 1️⃣ Be specific, not vague. Don't write "making progress on the design work." Write "7-page brand guidelines, 80% complete, but blocked on legal sign-off." 2️⃣ Mix objective + subjective wins. A milestone hit + a glowing client quote. The milestone proves you ship work. The other proves people LOVE what you ship. 3️⃣ End with one ask. "Where I could use your help" turns a brag into a collaboration. Your boss WANTS a way to be useful — hand them one. Just one. This also means they'll be more invested in your work. People support what they help build.  4️⃣ Don't skip "slow" weeks. That's shame talking. Send it anyway. The streak matters more than any single update. 5️⃣ Quote real people. Paste the exact words. "Sarah at Acme called it the best work we've seen." Quotes are 10x more memorable than summaries — and they travel up the chain word-for-word when your boss forwards your email to their boss.  Trust me, they will.  6️⃣ Keep the receipts. By March, you won't remember what you did in January. Your performance review writes itself from 12 weeks of these emails. One more pro tip: Use the word "proud" deliberately. Say, "I'm proud we hit 80% completion on the spring campaign." It signals confidence without arrogance and cues your boss to repeat it up the chain. Most people swallow their wins. Don't.  I made you a cheat sheet with the full template + the 6 rules and the ROI framework I used to upgrade my emails for performance reviews. Save it. Steal it. Schedule your first one right now to go out Monday morning.  P.S. Want more of the exact tips and scripts I used to grow from entry-level to executive at Google? Join my newsletter, Big Small Things, at the link in the comments.  #CareerGrowth #ProfessionalDevelopment #Promotion #WorkplaceTips

Don’t treat your email list like a one way broadcast. Think of it as a conversation: • They sign up → You welcome them. • They click → You guide them. • They buy → You thank them. Each email should feel like it’s written just for them. That’s how you turn subscribers into loyal fans. Building loyalty isn’t about sending generic promos to everyone. It’s about showing your audience that you see them, hear them, and truly value them. Here’s how to make your emails feel personal: • Use their name: everyone loves seeing their name in an email. • Reference their past actions: “Since you loved [Product X], you’ll love this too!” • Speak their language: keep it simple, clear, and conversational. Remember, you’re writing to an individual, not a crowd. When your emails feel like real conversations, people don’t just open them, They look forward to them. That’s how you create customers for life.

Is your email marketing actually building relationships — or just filling inboxes? If your open rates are dropping and conversions are flat, it’s time to rethink your strategy. Here are 6 smart rules that can transform your email campaigns into valuable conversations: 1. Divide and Conquer Don’t treat your audience as one giant group. Segment them by age, interests, location, or buying behavior to make your emails more relevant and targeted. 2. Make It Personal Use details like names, preferences, or birthdays to customize your emails. A personalized touch can dramatically improve engagement and click-through rates. 3. Build Trust First, Sell Later Avoid jumping straight into sales mode. Share helpful content, insights, or updates before making any offers. Relationships come before revenue. 4. Give Before You Ask People are more likely to share their email if there’s value in it for them. Think exclusive deals, useful downloads, or insider access. 5. Let People Unsubscribe Easily An easy-to-find unsubscribe button isn’t a threat—it’s a sign of respect. If they want to leave, let them go without friction. 6. Start Real Conversations Encourage replies, ask for feedback, and respond to your audience. Email shouldn’t be a one-way broadcast—it’s a dialogue. Email marketing is more than sending messages—it’s about delivering meaning. Refine your strategy. Respect your audience. Reap the rewards.

Too many companies post what they want to say rather than what their audience cares about. Writing content that is all about your company, is the fastest way to turn off your reader. The key to building a loyal audience? Reframe your content to focus on the benefits to them. Here's how you can write content they'll love: 1. 𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 ✓ Understand your target clients' challenges. Your content should address these issues. 2. 𝐏𝐫𝐨𝐯𝐢𝐝𝐞 𝐯𝐚𝐥𝐮𝐚𝐛𝐥𝐞 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 ✓ Don't promote your services, offer practical insights that help solve your audience's problems. 3. 𝐄𝐧𝐠𝐚𝐠𝐞 𝐰𝐢𝐭𝐡 𝐚𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲 ✓ Share your expertise without pushing your agenda. Build trust through genuine interactions. 4. 𝐒𝐡𝐨𝐰𝐜𝐚𝐬𝐞 𝐲𝐨𝐮𝐫 𝐜𝐚𝐬𝐞 𝐬𝐭𝐮𝐝𝐢𝐞𝐬 ✓ Share case studies that show how you deliver results. This builds credibility and trust with potential clients. 5. 𝐔𝐬𝐞 𝐚 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐭𝐨𝐧𝐞 ✓ Don’t use corporate speak. Your audience should feel like you’re speaking with them. 6. 𝐀𝐬𝐤 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐬 ✓ Engage your audience by asking for their opinions. This creates a two-way conversation and deeper connection. 7. 𝐆𝐢𝐯𝐞 𝐚𝐜𝐭𝐢𝐨𝐧𝐚𝐛𝐥𝐞 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 ✓ Provide clear, actionable steps your audience can take based on the information you’ve shared. 𝐁𝐨𝐧𝐮𝐬: Keep your messaging consistent! ✓ Ensure that your posts reflect your overall message. Consistency reinforces your brand identity and reliability. Posting content that addresses your audience’s challenges will drive engagement, and establish your company as the experts. Are you writing content your audience wants to read?

Start a newsletter. Acquire subscribers organically. Send a welcome email and offer free advice, not a paid course. Clean your list every 7 days. Host a local meetup in your home. Shake some hands, make a toast. Ask them to subscribe to your newsletter, give them a pen and paper. Send a thoughtful follow-up email to those who attended, thanking them personally. Share a story about the meetup in your next newsletter; make it warm and human. Print business cards, but only hand them out to people who genuinely ask. Keep the design simple—just your name, your newsletter, and a single sentence that captures its essence. Invite a guest to co-write an edition of your newsletter, someone whose perspective contrasts or complements your own. Interview them over coffee, not Zoom, and include a photo from your meeting in the email. Give away something unexpected—a playlist, a handwritten postcard, or a favorite recipe. Celebrate milestones, like your 100th subscriber, by sharing what you’ve learned so far. Host a virtual meetup, but make it quirky. No slides. Just a casual Q&A, or a live demo of something you’ve mentioned in your newsletter. Let it feel unscripted, imperfect, real. Ask your readers what they need, not what you want to sell them. Run a survey, not to mine data but to spark ideas. When you write about their feedback, give credit to individuals by name. Print out your newsletter, fold it neatly, and mail it to your friends with a handwritten note that says, “Pass this along to someone you think would enjoy it.”

📊 Over the years of auditing thousands of email campaigns across various industries, I've noticed a concerning trend: The perpetual "sale spiral." 🌀 Companies are trapped in an endless cycle of discounting, each trying to outshout the other in increasingly crowded inboxes. Recently, I worked with a DTC brand whose open rates had declined over 30% over six months despite increasing their promotional frequency. Their customer lifetime value was dropping, and unsubscribe rates were climbing. The diagnosis? Discount fatigue. 😫 Here's what we implemented: We introduced what I call the "70/30 Value Rule" - 70% pure value content, 30% promotional. ⚖️ For the value portion, we created: ➜ Industry insight newsletters ➜ Behind-the-scenes glimpses into product development ➜ Customer success stories ➜ Actionable tips related to their product category ➜ Community spotlights The results after 90 days were compelling: ⭐ Open rates increased by 32% ⭐ Customer feedback emails jumped 215% ⭐ When promotional emails were sent, conversion rates improved by 28% ⭐ Unsubscribe rates dropped by 41% Key Learning: The most successful brands understand that email isn't just a sales channel—it's a relationship builder. By giving your audience "breathing room" between promotions, you create anticipation and trust that translates into stronger campaign performance when you do make offers. This approach requires patience and a shift in metrics. While immediate sales might dip initially, the long-term engagement metrics and customer lifetime value typically show significant improvement within 3-4 months. For companies looking to break free from the discount cycle, start small: Replace one promotional email per week with pure value content. Track not just opens and clicks, but also replies, shares, and sentiment. The data will speak for itself. Remember: In a world where everyone is shouting "BUY NOW," sometimes the most powerful message is simply "We're here to help."

If your email list isn’t converting, It’s not because newsletters are dead. It’s because you’re ignoring human behaviour. Sales aren’t logical. They’re emotional, instinctive, irrationally human. And here’s how to apply that psychology inside your email: 1. Scarcity & Urgency → “Just a reminder, this offer closes tomorrow.” → “We’re down to the last 5 spots, join us if it feels like a fit.” Limited-time CTAs = more clicks. Every time. 2. Social Proof → Showcase testimonials in your footer. → Drop quotes from happy subscribers. People trust what others are saying about you. 3. Authority → Mention your credentials, media features, or client wins, subtly. → Link to your most-read articles or interviews. Establishing credibility builds trust with every send. 4. Reciprocity → Free templates. → Mini courses. → Behind-the-scenes content. The more real value you give, the more loyalty (and conversions) you get. 5. Loss Aversion → “This won’t be around after 48 hours, no pressure, just letting you know.” → “It’s not something I plan to repeat, so now might be the right time if it fits.” We’re wired to avoid loss more than chase gain. Use that gently. 6. Storytelling → Use narrative intros. → Share personal transformation. → Highlight a client win. People open emails that feel human, not corporate. 7. Curiosity & Intrigue → “Tried something small with a $5 email, didn’t expect the results.” → “I didn’t think this email would work, but it brought in $12K.” Curiosity is why some subject lines get opened, and others don’t. 8. Personalisation → Go beyond just “Hey [FirstName]” → Segment based on behaviour, not just names. → Recommend content based on their interests. When your email feels custom, people stick around. 9. Contrast Principle → Show what they’re missing by not subscribing. → Compare your offer to the time/effort they'd spend doing it alone. Frame your email offer as the obvious choice. You don’t need a big list. You need a smart strategy. 👇 Which of these will you start using in your next newsletter? ♻️ Save this for your next content sprint. Repost if it sparked ideas.

When you walk into a store, the first thing you see is a greeter. - They smile - Offer to help - Make you feel comfortable. That interaction sets the tone for your store experience. Now, your Welcome Series is the online version of that greeter: It’s the first real touchpoint with your new customer. The goal is to: 1. Make a good first impression, 2. Guide them through their journey with your brand, and  3. Build trust right out of the gate. For eCommerce, SaaS, or service-based businesses, this is your chance to roll out the red carpet… 1. First Impressions Matter Just like how a friendly store greeter can instantly make or break a customer’s mood, your Welcome Series can make or break a new subscriber’s first impression. This moment helps them decide whether or not they want to engage with your brand. Welcome emails increase open rates by 50-60% This is way higher than standard promotional emails. That means customers want to hear from you when they first sign up. 2. Building Trust Early On A Welcome Series establishes trust by reinforcing why someone subscribed and how your product or service will meet their needs. How to build trust: - Outline what they can expect from you. Whether it’s the frequency of emails, the type of content, or any special perks, being upfront builds a foundation of trust. - People trust brands with a mission. You'll create an emotional connection if you can articulate your “why” and explain how you solve their problems. 3. Priming the Customer for Their First Purchase You know those store greeters that drop you the hottest deals or most popular products? Your Welcome Series should be doing the same thing. It should guide customers toward making that first purchase by: - Offering a time-sensitive discount in your Welcome Series to make customers feel more comfortable pulling the trigger on their first purchase. - Introducing your best-selling products or services to increase the chances of a purchase. 4. Building Long-Term Engagement You want to use these series as a chance to build a relationship that lasts with: - Educational guides, product tutorials, or thought-leadership articles - Finding out if customers prefer educational content or if they click certain product links to help segment and personalize future emails. - Offering early access to products or VIP benefits helps new subscribers feel valued. 5. Laying the Foundation for Segmentation The Welcome Series is meant to help you understand your customers and segment them for future targeted campaigns. How to use segmentation: - If a customer clicks on a product link but doesn’t buy → Segment them into an abandoned cart series or product follow-ups. - If a subscriber engaged more with educational content than product links → Send them more value-driven content rather than hard sales pitches. A subscriber who feels welcomed and informed is less likely to unsubscribe and more likely to engage with your future campaigns.

People don’t buy because they understand your brand—they buy because they feel understood. And great email marketing is more than eye-catching designs; it’s about sharing the right content at the right time to meet customers where they are. Here’s how to tailor your emails to each step in the customer journey: For first-time subscribers, start by introducing your story, sharing social proof, and showing how your products fit into their lives. A warm welcome email sequence can build familiarity and trust, setting you apart from just another brand in their inbox. After their first purchase, don’t stop at a simple “thank you.” Follow up with tips, care instructions, or complementary product suggestions, showing you care about their experience and satisfaction. This not only reinforces their decision but keeps your brand top-of-mind. For returning customers, deepen loyalty by offering exclusive perks, early access, or personalized recommendations. Tailored email content here shows them they’re part of an inner circle, building connection with every message. And for your VIPs—the loyal champions of your brand—treat them to pre-launch access, loyalty rewards, or exclusive content that feels crafted just for them. Ultimately, email marketing done right isn’t just about explaining your product; it’s about helping customers feel understood at every stage of their journey and building lasting connections. If you nail this - you already are miles ahead of your competitors.

The biggest mistake B2B marketing and sales makes is forgetting that we’re all still people. Here’s why that’s a problem and how to fix it: It's natural to be yourself when you're face-to-face or on the phone with a customer. Something strange happens when we move to written communication. We start to sound like robots, using stiff, overly formal language that we would NEVER use in real life. Words like "assuredly" or "henceforth" creep into our emails and social media posts, and we don’t realize we’ve created a barrier between us and our customers. This robotic tone doesn’t build trust. It raises guards. If you communicate like a machine, your customers will feel like they’re talking to one. Their defenses go up, and they start looking for the catch. They’re not engaging in a conversation anymore. They’re watching out for an expected sales pitch (that they need to dodge). So, how do we fix this? 1. Talk Like a Human: Use contractions, simple language, and a conversational tone. Imagine you’re talking to a friend, not a customer. It makes your communication feel open and approachable. 2. Personalize Your Messages: Call your customers by name and mention their specific interests or interactions with your business. This will show them that you remember who they are and what they care about. 3. Focus on Relationships, Not Sales: Change your mindset from selling to helping. Give value through helpful content, answer their questions, and solve their problems. When you genuinely care, it shows, and trust naturally follows. 4. Be Consistent: Whether on your website, social media, or email, use the same friendly, personal tone. Consistency helps build a strong, trustworthy brand image. 5. Listen and Respond: Talk with your customers. Respond to their comments, ask for their opinions, and show them their feedback matters. 6. Avoid Jargon and Buzzwords: Speak plainly and clearly. Your goal is to be understood, not to impress with fancy words. 7. Show Some Personality: Don’t be afraid to inject humor or personality into your communications. It makes your brand more relatable and memorable. The key to online communication is remembering that a person is on the other side of every screen. When you speak to them like one, you build trust and form a lasting relationship. So next time you draft an email or post online, ask yourself: Does this sound like me talking to a friend? If not, rewrite it. Your customers will thank you. #B2Bmarketing #B2Bsales #B2Bdigitalmarketing #communication #emailmarketing