How to send emails your audience actually wants to read
We’ve all been there, scrolling through our inboxes, dodging a sea of “BUY THIS NOW!” emails. But here’s the thing: not every email needs to push products. If you’re a founder-led brand, your audience is here for you as much as what you’re selling. Email is your chance to connect with customers in a way that feels personal, not pushy.
When you get it right? You build real relationships, encourage repeat visits to your site, and keep your audience coming back for more, without turning every email into a sales pitch.
What does this look like in action?
Take Paramount Pet Health as an example. Instead of only talking about their products, their emails mix helpful content, fun memes, and pet-friendly resources. Think how-to guides, pet care articles, and just-for-laughs moments that make you smile.
What’s clever here is how they weave in links that direct readers back to their site. These gentle nudges—timed perfectly—remind pet parents to stock up or check out new products without feeling like they’re being sold to. It’s subtle, smart, and makes readers think, “Oh, maybe I need that for my pet.”
So, how can you create emails that feel fresh, fun, and worth opening?
Here are a few tips to keep your audience connected:
Make it personal: Share what you’re watching, reading, or laughing at. Your customers love seeing the face behind the brand. Don’t be afraid to be human!
Share value, not just products: Think articles, tips, or helpful guides that your audience will love. (A funny meme? Always a winner.) Keep it relevant, and you’ll keep readers interested.
Be subtle with sales: You don’t need flashing “BUY ME” signs. Soft mentions of your products—like a link to explore or replenish—fit naturally within value-packed content.
End with a wink: A thoughtful or witty footer can make people smile and feel like they’re hearing from an old friend. A little charm goes a long way.
Want more tips to make email your Shopify store’s best friend?
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