Hey Reader,

SO, I’M ON THE INTERNET SHOPPING, TRYING TO FIND A SEXY OUTFIT FOR MY NIECE’S WEDDING.

Yes, sexy. No judging.

My niece is getting married in Boston in November. My husband’s whole family will be there, and after finishing cancer treatment, I don’t want to be “the poor cancer gal.”

I want to be:
“WOW. You look amazing.”

Ever since the Big “C” word entered my life, my closet has suffered greatly.

I’ve basically been home recovering since January, which means:
✔ Pajamas have become daily attire
✔ Bras are optional
✔ My UPS driver probably thinks I’m a squatter

So naturally, I decide it’s time to become a glamorous woodland fox again.

Hence:
online shopping.

I’m on one of those websites where all the women are six-foot-tall goddesses with silky hair, poreless skin, and what appear to be negative waist measurements.

And instead of saying:
“Barbara…be realistic.”

I continue scrolling with full confidence that these clothes will somehow look just as fabulous on my 5’3” frame and linebacker shoulders.

After all…
I have MONTHS before the wedding.

I can get in shape.
Get Botox.
Sew in luxurious mermaid hair extensions.

It’s called manifesting, darling.

Anyway…

I spot it.

A copper jumpsuit with a draped cowl neckline.

Sexy.
Sophisticated.
Slightly dangerous.

And suddenly I hear that little voice in my head.

You know the one.

I call her:
She-Devil.

She-Devil:
“You can’t wear that.”

ME:
“I absolutely can.”

She-Devil:
“You’ll look like a tart.”

ME:
“I don’t even know what that means.”

She-Devil:
“You’re too old and too fat.”

ME:
“I’m curvy. Men like curvy.”

She-Devil:
“Debatable.”

ME:
“Buy it. You deserve it. You survived cancer.”

Then the website starts showing me accessories.

Dangly gold earrings.
Sexy heels.
A matching clutch.

It’s basically trying to turn me into a Real Housewife of Fountain Hills.

She-Devil:
“Those 4-inch heels look like an orthopedic emergency.”

ME:
“I can pull it off.”

She-Devil:
“Mmmkay.”

At which point I SHOULD have said:
“Bitch, go back to hell where you came from.”

Which would’ve automatically made me the winner of this argument.

Except I didn’t say that because none of this conversation actually took place. But it totally did in my mind, as you can see.

God, my mind is a scary place. You can only imagine what it's like to be married to me.

ANYWAY.

Right in the middle of my delusional fashion fantasy, my phone rings.

Client call.

I close the computer.
Focus on work.
Completely forget about the jumpsuit.

Then later…

I open my email.

AND THERE IT IS.

Like a glorious little internet stalker.

An email from the store saying:

“Hey Barbara…that copper jumpsuit is still waiting for you.”

AND THAT RIGHT THERE…

…is the entire point of this email.

Because in that exact moment — when I was imagining myself strutting into that wedding looking like a sexy copper disco ball with emotional resilience — I was READY TO BUY.

But life interrupted me.

And without that email?

I absolutely would’ve forgotten about the jumpsuit.

But the store didn’t forget.

It reminded me of something I already wanted.

And within 4 minutes…
I had added it to the cart and spent $300.

THAT, MY FRIEND, IS THE POWER OF SENDING THE RIGHT EMAIL AT THE RIGHT TIME.

Not random emails.

Not:
“Happy Tuesday!!! 🌸”

Not:
“Just checking in!”

Not:
“We haven’t emailed you in 8 months but here’s a coupon.”

No.

SMART emails.

Behavior-based emails.

Emails triggered by what people are ALREADY doing.

Because when desire is hot?
THAT is when you strike.

Not three weeks later after Brenda has emotionally moved on.

Here are a few of the smartest emails businesses can send:

WELCOME SEQUENCE​
“Hey there, thanks for subscribing. Here’s who we are, what we do, and why you’re about to become emotionally attached to our emails.”

CART ABANDONMENT​
“You left your goodies behind like a drunk girl leaving Taco Bell in an Uber.”

BROWSE ABANDONMENT​
“Girl…you stared at that jumpsuit for 42 minutes. Let’s not pretend this isn’t happening.”

POST-PURCHASE​
“You bought the thing. We love you. Here’s how to use it without accidentally ruining it.”

CROSS-SELL​
“Oh, you bought the mascara? Cute. Now you obviously need the eyeliner too.”

REVIEW REQUEST​
“Tell the internet you loved us. Or at least tell them we didn’t ruin your life.”

VIP EMAILS​
“Here’s a special perk because you’re one of our favorite little internet goblins.”

WIN-BACK EMAILS​
“Hi. Remember us? You disappeared harder than a man who says he’s ‘not really into labels.’”

See the pattern?

The best emails aren’t random.

They’re timely.
Relevant.
Behavior-driven.

They show up exactly when someone is already halfway to buying.

And THAT is why email marketing works so well.

Not because businesses scream louder.

Not because they send 97 newsletters a week.

But because smart businesses understand timing.

And honestly?

That’s true for almost everything in life.

The right words.
The right offer.
The right moment.

Magic.

I want you to kick ass in 2026, and email marketing can make it happen.

Next week, we'll address how many emails you should send, and I'll show you the best way to do it without coming off like an annoying woodpecker. Or, worse, a salesy a -hole. Because nobody wants that.

It's about finding intelligent ways to best help your customers while simultaneously building a thriving business. This is all about a win-win. And sending the right email at the right time is just one piece of the greater pie, which, in my world, would totally be pumpkin. Yum!

Wait, oh…ya…I’m on a diet. Do they make diet pumpkin pie?

It's go time, baby.

The jumpsuit has shipped.

See you next week.

XOXOXO,

P.S. If your business only sends newsletters and promotions, you’re probably leaving money on the table. The real magic happens when your emails respond to what people are already doing. That’s when selling stops feeling pushy and starts feeling helpful. Also…pray for my ankles in these heels.👠