How To Write Banger Email Angles

Hey it's Max from The Inbox Newsletter.

Copy is the most important thing to getting people to convert in email.

What you say and how you say it is what gets people to open, click, and buy…

But there's one specific piece of your copy doing the vast majority of the lifting, and it's what you should be spending most of your time on as a brand.

Today I'm walking through what 90% of your email conversions actually rely on, and how you can use it to make more $$ on every send.

Let's get into it!

Your ANGLE Is Everything

The one piece of copy that will do 90% of the lifting in your emails is your angle.

Now, you might be thinking "but Max, what about the body copy? The CTA button? The product description?"

All of that stuff works as supplementary, but if the angle at the top isn't fire, the rest of the email will flop…

The angle is what stops the scroll in the first place and it’s what gets 90% of the reader’s attention.

Get the core angle right and even okay body copy will convert, all because the customer is already hooked. 

But get the angle wrong, and your customer never reads past the first two lines no matter how good the rest is…

Finding banger angles is where you should be spending the majority of your planning time as a brand!

How To Find Banger Angles

1) Start with the boring benefit. 

What does your product actually do? Write it out in the most generic way possible.

Something like "helps with sleep" or "reduces plastic waste." We don't have to make it too exciting at first.

2) Find the emotional pain behind it. 

Now that we have the boring benefit written out, we need to dig one level deeper. Ask yourself what's the specific painful moment your customer is trying to solve?

We don’t want to be surface-level here, but really tap into the emotional reality underneath…

The image above is a great example of this.

Instead of saying "help your dog live longer," this brand framed it as "You want your dog to live forever. Feed them like it."

It’s the same product benefit, but the banger version taps into an emotional truth every dog owner already feels (they want their dog to live forever). They then turn the food into the vehicle for that impossible goal.

I’m sure 99% of dog owners reading this will feel it in their chest…

3) Find the tension or contradiction. 

Now that we've got the boring benefit AND the emotional pain, let's find the reframe.

What's something your customer hasn't heard before? What surprising angle would make them stop and think?

For this brand, instead of saying "made with hops, adaptogens, and nootropics," they framed it as "What we left out matters just as much as what we put in."

The whole message is flipped by pointing out what's missing from the bottle, and implies their competitors are the one hiding something…

Now, they’re not just another beverage brand, but are reframed as the only honest option out there in the market!

Some very clever positioning right there…

4) Add the special sauce. 

Now that you have everything from the first 3 steps, the last and final move is to package it in a way that would actually make someone screenshot it and send it to a friend.

Notice what's happening here for this toothpaste brand:

The brand hands you a shocking statistic (the average person will toss out 137 plastic tubes in their lifetime).

Now you're mentally counting every tube you've ever tossed and every one you'll toss in your lifetime…

Much much stronger than just saying "we use less plastic" lol.

They even visually show the angle in the hero section!

Shit like this is what makes something screenshot-worthy, and what belongs in your emails.

Get these right, and you'll unlock a whole different level in your email performance!

P.S. If you want to make finding banger angles 10x easier on yourself, I built a custom Claude skill inside my community that runs this exact framework (plus a lot more) for you.

All you got to do is feed it your brand info and it hits you back with banger angles, campaign briefs, flow plans, and final email copy in your brand voice.

Only available for members of my community!

If you're interested, watch the full walkthrough here »

Email Inspiration Of The Day

Brand:
Okholm Studio

Email Design:
https://drive.google.com/file/d/1jTvywom4gttglzsXm-e5ny3-yz7cu1i5/view?usp=drive_link

Notes:
Great way to make people identify with the product as they shop! 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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