Building connection through email | Email teardown with Jill McClennen
In this breakdown, I’m joined by Jill McClennen, who brings a unique perspective to the art of email marketing. Jill works with individuals at the end of life, a role that can be emotionally heavy. Seeking balance, she recently turned to art and creativity as a way to disconnect from the weight of her daily work and social media. It was during this journey that she came across an email list that continues to inspire her - not just for its creative content, but for its value-driven approach to marketing.
“Value” in every email
When Jill first shared this email with me, she highlighted the importance of its "valuable” content. Now “value” is a term that I’ve often said I don’t love - it’s so vague and overused in marketing. But credit where credit is due, this email is a fine example of providing something tangible and impactful for your audience.
The email kicks off with a thoughtful question that encourages self-reflection, tackling a common concern many amateur artists have: What if I’m disappointed with what I create? Jill, who’s just starting out on her own art journey, could relate to this. In fact I’d bet we all could! Those excruciating moments when our creations fall short of our expectations. But the email effectively reassures readers that this is all part of the process, then offers practical tasks and prompts to help work through their mental blocks.
The power of connection
What really makes this email shine is how it asks questions throughout, encouraging deep reflection. Jill mentioned that these questions help her connect with the content in a more personal way, allowing her to reflect on her own art journey and apply the lessons to her life. For example, the email asks: Does the composition remind you of anything? Why might this be significant to you in this moment?
By asking these questions the sender fosters a sense of personal connection, making the reader feel seen and understood.
Visual appeal and content variety
Now, this email may be a bit long for some readers, but it’s incredibly well-structured with a mix of content. Each section is broken up with images of artwork, quotes, a testimonial, and there’s even a handy supply list to guide readers on their creative projects. Plus, the use of colour helps keep things visually engaging, making it easy to stay hooked through the longer format.
Whether you’re showcasing a product, a piece of art, or an inspiring quote, visuals can break up heavy content and make your emails more enjoyable to read.
The call to action
Like most marketing emails, this one includes a call to action at the end, encouraging readers to join a membership. But what sets this email apart is how naturally the call to action fits into the overall content. After delivering all that real value and encouraging reflection, the CTA feels like a logical next step, rather than a hard sell.
What we can learn from this email…
This email offers a few key lessons for anyone in marketing:
Value first, sales later: By leading with value, you build trust, keep your audience engaged, and pave the way for smoother conversions.
Create emotional connections: Make your readers feel something, let them connect on a deeper level with your content, and they’ll be more likely to take action when the time is right.
Consistency is key: A consistent email format that delivers both value and engagement will keep your audience eagerly awaiting the next one.
Use visuals and variety: Break up text with images, color, and different types of content to make your emails visually compelling.
Our biggest takeaway? You can absolutely blend creativity, connection, and selling in a way that feels authentic (and therefore “valuable”) - it just takes intention.
Want your own (private!) email review? I can SHOW you what works, what doesn’t, and how you can make sure YOUR emails convert. I teardown your emails, so that you can build them up bigger and better - CLICK HERE!
