I’ve been writing emails professionally for 16 years.
Not studying them from the outside. Actually building the sequences, writing the campaigns, and watching what happens when people open them, click them, buy from them, or don’t.
That background doesn’t turn off when I’m reading my own inbox.
Not collecting them. Actually studying them. Signing up for lists, documenting what shows up, and trying to figure out why some of it works and most of it doesn’t.
My background is direct response copywriting. Sixteen years of it. Which means I was trained to think about one thing above everything else: why does someone act, and what gets in the way.
That lens doesn’t turn off when I’m reading my own inbox.
So when I see a pet brand emailing my dog instead of me, or a SaaS company sending five onboarding emails that never once address why I signed up, or a welcome sequence that leads with a discount code and nothing else… I notice. And I have opinions.
That’s what this blog is.
I’m not here to teach a framework or sell a course. I’m here to think out loud about what companies are actually doing with their email and lifecycle programs, what’s missing, and what a little more persuasion thinking could change.
Some posts will break down real sequences from real companies. Some will be observations I can’t stop thinking about. Some will probably be wrong, and I’ll say so when I find out.
If you’re running email for a brand or managing it for clients, you’ll probably find something useful here. Or at least something worth arguing with.
Either way, I’m glad you’re here.
Troy Boyd