This Issue's TLDR...

• My top 5 resources for email #inspo
• Five principles for ads that demand attention
• If your hook sucks, your creative doesn't have a chance

👉 Did someone forward you this newsletter? First of all, give them a crisp high five when you see them. Second, head over here to subscribe and read past issues.

​

SPONSOR TrueOps Why are you paying more than a 10% commission to your FBA reimbursements provider? Especially with the upcoming (March 10) Amazon policy change that will now reimburse based on manufacturing costs. Seriously, I want to know. Are you sticking with your provider because they claim to recover more $? Are you sticking with your provider because some well-known "Amazon expert" (that might not even sell on Amazon anymore) is always recommending that provider? Look, man, you do you. But, for me, I'm going to pocket the extra cash from only paying 10% vs 25%. ​ Pay Just 10% with TrueOps Today

I'm a big believer that success leaves clues. And that we should all follow the Charlie Munger-ism to "stand on the shoulders of giants."

Because of that, today's issue is NOT going to be me feigning expertise in email copywriting.

Truth is, I'm learning, just like all of you. And if I were to pump out 1000 words on the topic of writing great emails today, it would be the blind leading the blind.

So, instead, I'm going to share two sources that I use to 1) develop my own pattern recognition and instincts around best practice email marketing copy and 2) steal -- er, "borrow" -- from the best.

SOURCE 1: MailCharts​

What It Is:​
MailCharts is a platform that provides email marketing inspiration and competitive insights. It curates and tracks emails from top brands, offering data-backed performance benchmarks, industry trends, and email examples across lifecycle stages (welcome, cart abandonment, seasonal campaigns, etc.).

Why It's Useful:

• Competitive Analysis: See what leading brands are doing with their email strategies.
• Lifecycle Campaign Ideas: Get inspiration for triggered and segmented email flows like welcome series, post-purchase, win-back, etc.
• Data-Driven: Combines email examples with performance data so you're getting ideas and what actually works.

SOURCE 2: Really Good Emails​

What It Is:​
Really Good Emails is a massive collection of high-quality email designs and templates. It’s like a design showcase specifically for email marketing, featuring best-in-class examples across various industries and campaign types.

Why It's Useful:

• Design Inspiration: If you’re stuck on layout, copy, or structure, this is the place to spark creativity.
• Best Practices: They emphasize accessibility, great UX, and mobile-friendly designs.
• Searchable: You can filter by categories like welcome emails, product launches, seasonal, etc., making it super easy to find relevant examples.

SOURCE 3: Email Love​

What It Is:​
Email Love is a curated gallery of beautifully designed marketing emails from brands across industries. It's updated regularly with fresh inspiration, focusing heavily on design aesthetics and UX-friendly layouts.

Why It's Useful:

• Design-First Focus: Perfect if you'e aiming to level-up the visual appeal of your email campaigns.
• UX Inspiration: Highlights designs that prioritize user experience and readability. Helpful for crafting emails that both look great and convert.
• Fresh Ideas: The gallery is frequently updated with cutting-edge email examples, keeping you on top of current design trends.

SOURCE 4: Good Email Copy​

What It Is:​
Good Email Copy is a simple but powerful resource that curates examples of effective email copy from top startups and brands. It focuses on the words -- i.e., subject lines, body content, and CTAs -- rather than the design.

Why It's Useful:

• Copy Inspiration: Ideal if you're stuck on what to say in your email, whether it's a welcome message, product launch, or re-engagement email.
• Tone & Voice: See how top-performing companies strike the right balance between professional, friendly, and persuasive copy.
• Subject Lines & CTAs: Great for optimizing two of the most critical parts of any email: the opener and the closer.

SOURCE 5: Milled​

What It Is:​
Milled is a searchable database of marketing emails from thousands of global brands, including e-commerce, retail, and DTC companies.

Why It's Useful:

• Real-Time Campaigns: See what brands are sending right now. Great for staying on top of seasonal trends and promotional strategies.
• Competitor Research: Track the email marketing strategies of competitors or brands you admire.
• Searchable Library: Easily search by brand, keyword, or category to find specific types of emails or promotions.

*

Now, go forth and write great emails!

FRIENDS OF B@A Brand Rescue Mission My good friend Ben Leonard sold his brand, Beast Gear, to Thrasio in 2019. It was actually Thrasio's first European acquisition. Spoiler Alert: It...did not go well. But, they same that time is a flat circle. And Ben is now in a unique position to resurrect Beast Gear. You see, Ben actually bought back Beast Gear in January 2025. He's going to try to rescue it. Watch as Ben documents -- in radical detail -- his attempt to recover and rescue Beast Gear. ​ Follow the Brand Rescue Mission

BEST from my Inbox

I'm a big fan of DTC Newsletter.

It's 80% DTC-focused (which is why I like it), but sprinkles in Amazon content every now and again.

In a recent issue, the editors shared five principles behind killer ads.

Of course, I've talked about direct response marketing principles in Best@Amazon before:

• ​9 principles that will make your ads and creative assets better​
• ​3 Direct Response Marketing Principles to Cut Your Customer Acquisition Costs in Half​

But much of marketing is repetition and, as we all strive to be better all-around marketers, I thought this email from DTC Newsletter was worth sharing!

(Email is lightly edited and paraphrased for length)

*

🚀 Five Principles For Ads That Demand Attention

A killer ad doesn't just happen. It's built on foundational strategies proven to cut through the noise.

Here are five principles that can transform your ad creation process so you can craft ads that demand attention.

1️⃣ The Hook is Everything 🎣

80% of your time should go into the hook.

Why?

Because the hook isn't just an intro—it's your audience's invitation to pay attention.

Your hook is your first (and sometimes only) chance to grab attention.

A killer hook = higher watch times, more clicks, and bigger conversions.

The goal? A callout that feels personal enough to resonate deeply but broad enough to include your ideal audience.

Here's how to think about it:

• Too specific: "New moms in Vancouver, struggling with colic? Here’s your solution." (This leaves out too many potential customers.)
• Goldilocks hook: "New parents, here's the secret to a good night's sleep." (Broadens appeal without diluting relevance.)

2️⃣ Assume They Know Nothing 🤷‍♀️

Let's face it: your audience doesn't know you, doesn't know what you offer, and is probably scrolling while waiting for their latte. ☕

That means:

• Clear > clever: "Save 50% today" wins over "Unlock irresistible savings."
• Brevity > brilliance: Short, punchy, and straight to the point.

3️⃣ The Funnel Starts at the Front 🛠️

Even a small improvement—like a 2% bump in Click-Through Rate (CTR)—can lead to massive downstream results.

That's why you should always start by optimizing the parts of the funnel that matter most:

• 20 hooks to test: The more ideas you throw at the wall, the better your odds.
• 1-3 body variations: Core ad concepts that reinforce the hook and deliver your message.
• 1-2 CTAs: Keep it simple, clear, and actionable.

This structure ensures that you're not just testing at random—you're testing with purpose.

By refining the front end of your funnel, you lay the groundwork for scalable results, making every click count.

4️⃣ Study What's Working 🔍

The best ads leave clues.

One of your go-to tactics should be studying competitor ad libraries.

You should hunt for ads that have been running for weeks (or months) in Meta's Ad Library—a sure sign they're driving results.

Here's what to do:

1. Document every hook: From niche appeals to broad generalizations.
2. Analyze their messaging: What pain points are they solving?
3. Adapt their success: Reframe their ideas to suit your unique product or audience.

This isn't copying—it's learning from the competition and applying it strategically.

5️⃣ Accessibility is King 👑

Let's clear something up: making your ads simple doesn't mean dumbing them down. It's about making your message clear enough for anyone to get it immediately.

• Smart people? They love simplicity—it saves them time.
• Struggling readers? They’re grateful for clarity.

Clarity doesn't discriminate. It amplifies your reach and ensures your message lands with everyone.

The takeaway?

Great ads don't just happen—they're engineered with precision.

From the hook that grabs attention to the CTA that drives action, every step of your ad should scream, "This is for you."

BEST from X

David Ogilvy once said:

"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar."

Now, replace "headline" with "hook" and you have a guidepost for modern internet marketing.

You have less than 2 seconds to capture your audience's attention.

Obsess over those 2 seconds.

Anze Markovic | Performance Creative @anzedetn If your hook SUCKS, your creative doesn’t stand a chance. Here’s the psychological principles we’ve used for all our winning hooks (and how you can STEAL it to your next creative): 9:2 AM • Dec 7, 2024 40 Retweets 435 Likes Read 5 replies

​

Everyone runs their due diligence process differently, but one cornerstone of mine is that I'm actively trying to find reasons NOT to do the deal.

My thinking is: It's very easy to fall in love with a deal very quickly.

Especially if/when you're competing with other buyers under a tight timeline.

I don't want that early swell of emotions to cloud my judgement or lead me down the path of ignoring warning signs.

So, throughout diligence, I wire myself to find RED FLAGS; to find reasons not to believe.

Invariably, I find some.

Either (a) they are concerning and lead me to walk away or (b) they can be de-risked with the deal structure.

Eric Hsu @lawyer4SMBs ❗3 Red Flags That Make a Business Acquisition a Hard NO ❗ Red Flag #1: Major legal issues like an entire workforce of 1099s that should be employees. Red Flag #2: Significant unreported income. If the seller is willing to lie to the IRS, they'll lie to you too. Plus, you… https://x.com/i/web/status/1889691496674120072 9:2 AM • Feb 12, 2025 1 Retweets 18 Likes Read 6 replies

​

​​​