In 2021, the DTC brand Haus sent a plain-text email that crushed every campaign they’d run before – no design, no discount, no gimmicks.
Just a message that made the reader think: “This was written for me.”
They didn’t target a segment. They spoke to a person.
While other brands were busy polishing templates, Haus built trust at scale. They made the inbox feel personal – not promotional.
Here’s how you can do the same in three steps.
1. Start With a Real Person in Mind (Not a Segment)
Segments don’t buy. Sarah from Brooklyn does.
Before you write, picture her: she just got home from work, she’s scrolling on her phone, her cart’s been abandoned for 3 days. Now write like you’re texting her – not pitching a list. Kristen LaFrance, former Shopify Growth Lead, nails it: “Write like you’re texting your most loyal customer.”
Most brands write for everyone. The smart ones write for someone.
2. Use Language Your Customers Actually Use
The best copywriters don’t invent. They repeat.
Your next killer subject line is probably buried in a 3-star review or a customer service rant. Screenshot it. Steal it. Use it verbatim.
When customers see their own language reflected back, trust happens instantly. Because they don’t think you’re marketing to them. They think you get them.
3. Make the Email Feel Like a One-on-One Conversation
If your email starts with “We’re excited to announce…,” stop. Delete it. Now.
Start with “You.” Use contractions. Break the rules.
You’re not writing a newsletter – you’re starting a conversation. The brands that succeed treat email like a DM, not a billboard.
Automation can scale anything. But only connection can convert.
Most e-commerce emails die in the inbox because they feel like another brand screaming for attention. But when you write to one person, use their words, and speak like a friend?
That’s when trust builds. That’s when action happens.
Personalization isn’t about fancy tools or deep segmentation. It’s about writing like you’ve already earned their attention.
People don’t buy products. They buy the feeling of being understood.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.