Five consumer psychology cues I put in every email

Most email copy fails for a boring reason: it talks about the sender. The fastest fix is to rewrite every sentence so the reader is the subject.

Specificity beats enthusiasm. 'We closed 1 in 5 conversations' lands harder than 'we're great at sales,' because a number invites the reader to picture the situation.

Give one action per email. When a message offers three choices, most people pick the fourth: nothing.

Match the subject line to the first line. Curiosity gaps that go unpaid teach people to stop opening.

Finally, write the P.S. first. It's the second-most-read line in any email, and treating it as an afterthought wastes it.