How to Write Emails That Actually Get Opened and Read
Originally published on my Substack, Marketing With Margin — subscribe here
Marketers have urged business owners to collect email subscribers, especially in recent years, and the logic is sound: in 2025, email marketing generates $42 for every $1 spent. That’s a fantastic ROI.
But now, inboxes are flooded. With every brand, creator, and tool pushing more content, often repurposed blog posts or AI-generated text, it’s getting harder to earn attention.
Now, there’s even this place called Substack, where we can write articles or blog posts, and they can get published AND go immediately to someone’s inbox. It’s a dream for writers and creators - and the reader - if it is well done.
As a reader, you know reader’s fatigue. As a writer or content creator, you hope your emails aren’t sitting there unopened, waiting in line for the email purgatory that is the next page, never to be seen again.
So, how can we compete with so much competition, including AI?
We lead with empathy.
Write Like a Human, for a Human
Empathy in writing means asking:
“Would I want to read this?”
“Does this help someone feel seen, solve a problem, or add delight?”
“Does this piece of content earn its right to be in someone’s inbox?”
Putting the reader’s needs before your own.
Use Marketing Models but Don’t Depend on Them
The problem-agitate-solution model works, but if every email follows that script, readers catch on - and tune out.
Think of these formulas as seasoning, not the main dish. Mix in value-driven updates, personal stories, Q&As, or even a quick note that feels like a text to a friend.
Your readers want to learn and grow with you. And yes, sometimes buy from you. But they don’t want every email to feel like a sales pitch.
Use AI Thoughtfully
AI is a fantastic tool. A tool, not a done-for-you. If your content sounds like generic advice anyone could Google, your readers are moving on.
I often ask Chat for quick parenting tips. It’s fast and decent. But I’m paying attention to - and buying from - a fellow mom who gets it. She emails real stories, thoughtful insights, and encouragement that feels personal. I trust her.
The takeaway: people want human connection. Use AI to assist, not replace.
Write with Reader’s Fatigue in Mind
Tell relevant stories. Let your personality shine. But don’t overtell or include unnecessary details.
Always ask, Is there a simpler way to say this? Would I keep reading this?
Don’t Serve Ice Cream Every Day
Ice cream is great. But if you ate it every day, you’d eventually want a cookie.
The same goes for emails. Even your most loyal readers don’t want to hear from you constantly. Weekly or fortnightly is usually plenty, unless there’s a time-sensitive reason (like a launch or event).
Oversending dulls your message. Even great content gets tuned out if it’s too frequent.
Send an Occasional Surprise
Want to build loyalty? Delight your readers.
Every so often, send something unexpected:
A short video
A helpful freebie
A thank-you note
A behind-the-scenes peek
Small, genuine touches remind readers they’re not just another name on a list. They’re part of your community.
Anyone who wants to hear from you is worth giving your best.
Wrapping It Up
Not long ago, getting a new subscriber felt like an honor. Now, it's often reduced to a metric.
But magic isn’t in the number - it’s in the relationship.
Every subscriber is a person who raised their hand and said, “I want to hear from you.” Imagine it like someone choosing you for their kickball team. You want to show them your best.
