It’s August, and my TikTok feed is deep in #BamaRush season—a sure sign that summer is almost over. So, instead of clinging to what’s left of long days and poolside playlists, I decided to have a little fun. Let’s take a break from our usual serious business talk and dissect something all of us (marketers, business owners, or anyone with a .com in their email signature) have in common: the endless stream of brand emails flooding our inboxes.
I’ll be honest: I delete most without opening. But every so often, one makes me pause mid-scroll. It’s rarely by accident. The best emails are thoughtful, well-timed, and just personal enough to make you feel like you’re not just one of thousands on a list. Here are a few recent examples that caught my attention, and why.
Monster-flavored ice cream?
By: The Hustle
This one hooked me immediately; though I’ll admit, my love for ice cream may have helped. The Hustle consistently delivers witty, skimmable news that blends headline stories, finance updates, and delightfully odd bits of culture. Their design makes it easy to jump to what interests me most, and their tone keeps it conversational.
The only drawback? The ad density can make me bail early. But the curiosity spark worked. I will, without question, be looking for “monster-flavored ice cream” at my local RiteAid.
Torchy’s Takes Austin’s Taco Obsession National, Ron Yates Debuts New Boxed Wine, and Nostalgia is the Summer’s Hottest Trend
By: Austin Monthly
This is not a short subject line . . . but that’s exactly why it works. It’s specific, detailed, and tells me exactly what I’ll find inside. If it just said “July Monthly”? Pass. But this specificity earns my click. Plus, I’ll always have a soft spot for Austin Monthly as a local business in the city Zogo calls home.
3 Bullets > 7 Bullets
By: Teal
Teal, an AI resume tool, does something simple but effective: their emails come from a real person’s name. It’s a small touch that makes the message feel more personal. The content itself is short, mission-driven, and gives just enough to encourage a click-through for more details. A masterclass in less-is-more.
The mother of all pregnancy tracking is here
By: Oura
Full disclosure: I’m a mom, so the topic caught my eye immediately. But even beyond the relevance, I’m a sucker for a smart pun, and Oura does clever without tipping into cheesy. Their “Give us the finger” campaign is still one of my recent favorites. This email was sleek, easy to digest, and clear on its value proposition. No jargon, no guessing, just a confident product update. Well done.
What these emails get right
Email marketing has changed a ton since my first media role. But simply being useful to your customers will always stop the scroll.
Here’s what these inbox standouts have in common and why they work:
- They make it personal. Be it name inclusion or content resonance, they work because they establish this personal connection on line one.
- They teach something new. I’ve learned something new in each email in this list. They are not fluff for the sake of a brand campaign.
- They’re easy to replicate. These are not mindblowing ideas and can easily translate across different industries and audiences.
As someone who has written my fair share of email copy, I can tell you: having a few great examples on hand is a lifesaver when you’re staring at a blank doc. And who knows—maybe your next member email will be the one that stops my scroll.
Let me know what you think of these examples, and look out for some from Zogo in our monthly newsletter. Excited to hear your feedback.
