Most DTC brands obsess over subject lines and design… and still get ignored. They spend hours tweaking CTAs, testing colors, and rewriting headlines.
But the real problem isn’t design. It’s tone. Their emails sound like brands. Not people.
The top-performing emails? They feel like a friend texting you. And once you see it, you can’t unsee it.
That’s the difference between brands that get ignored and brands that get opened. They’re not louder. They’re not slicker. They’re just more human.
And once you understand why conversational copy works (not just stylistically, but psychologically) you’ll stop writing like a marketer and start writing like someone people trust.
Here’s why this shift matters more now than ever:
1. People read emails from friends, not brands.
I opened my inbox this morning. Thirty unread emails.
I skipped “25% OFF – LAST CHANCE.” I skipped “Product Drop Just Went Live.”
But “this made me laugh”? I clicked without thinking.
Oodie, the viral blanket hoodie brand, sends emails that sound like someone sliding into your DMs. Not a pitch. A person.
Great brands know: humans don’t ignore their friends. They click. They reply. They remember.
2. Conversational tone removes friction.
Nobody wants to read a wall of copy. Nobody wants to decode buzzwords. They want clear. Simple. Easy.
JUDY, the emergency kit brand, once sent an email that said: “Real talk: emergencies happen. You ready?”
No long intro. No hard sell. Just truth. Just tone. Because the more your writing feels like talking, the less your reader has to work. And the more likely they are to act.
3. Humans are wired to respond to dialogue.
Ask a question. Start a sentence like a text. Say “hey.” Say “wanna.” Break the rules.
Brooklinen does this masterfully. Their subject lines ask, “Wanna sleep better tonight?” – and you lean in. Because it feels like someone talking to you, not at you. Not clever. Not complex. Just conversational – and that’s why it works.
Most brands write like businesses. The best write like best friends.
Not because it’s cute. Not because it’s trendy. Because it converts.
In 2025, the most powerful brand voice isn’t loud.
It’s human.
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.