90% of Emails Are Terrible (And We’re Done Pretending Otherwise)

Ever heard of Sturgeon’s Law? Sci-fi writer Theodore Sturgeon came up with it after people dismissed his genre as junk. His now-famous rebuttal: “90% of everything is garbage.” Not just science fiction—everything.

And nowhere is that more obvious than in your inbox.

We read marketing emails all day. Most of them? Total disasters. They’re irrelevant, tone-deaf, pushy, poorly written, or just plain annoying. Honestly, calling only 90% of them bad might be generous.

But Doesn’t Cup O Content Write Emails?

We do. And we work hard to be in that elite 10% that’s actually worth opening.

Our team writes with intention. We only email people who’ve said they want to hear from us. We focus on useful, relevant content. We track open rates, clicks, unsubscribes, and—most importantly—we care about what people actually want to read.

We’ve made our share of mistakes along the way. But we’ve also learned what works—and what doesn’t. So, in the spirit of better inboxes everywhere, here are our hard-earned email rules. Please steal them. Share them. Tattoo them on your mouse hand. The more people who follow these, the better off everyone will be.

The Cup O Content Rules for More Effective Business Email Campaigns

1. Send Sparingly

Even your best customers don’t want daily emails. If your message isn’t useful or timely, don’t send it. Simple.

2. Get to the Point

No one is looking for a short novel in their inbox. Be clear. Be brief. Be done.

3. Have a Real Reason to Hit Send

What's in it for the reader? If you can’t answer that, hit delete instead of send.

4. Skip the Spammy Subject Lines

Loaded with emojis, weird punctuation, or all-caps? Yeah, no. That’s the fast track to the junk folder.

5. Break It Up

When you do need to cover multiple topics, break it into digestible sections. Headers, dividers, bullets—make it easy to scan.

6. Lead with the Good Stuff

Put the most important info right at the top. Don’t bury your best offer or insight at the bottom. Prioritize like a pro.

7. Stick to One Offer Per Email

One clear message always outperforms a cluttered inbox buffet. Keep it focused.

8. Never Send to People Who Didn’t Opt In

This shouldn’t need to be said, but here we are. Sending unsolicited emails doesn’t build your brand—it tanks it.

9. Respect the Unsubscribe

When someone opts out, take them off the list. For good. Don’t sneak them back in later.

10. Make It Easy to Opt Out

Tiny links, confusing forms, weird hoops to jump through? That’s how you lose trust. Be a grown-up—make it simple.

11. Be Honest About Results

Everything isn’t always a win—and that’s okay. What matters is learning, testing, and improving. Pretending every campaign is a home run only slows your growth.

You Get What You Send

Emails only work if they respect the reader. If your goal is to hit “send” and hope something sticks, we’re not the right fit. But if you want thoughtful, strategic messaging that builds trust, earns attention, and drives action—well, hello.

Contact Cup O Content. Let’s make emails people actually want to open.