Most eCommerce brands are making email marketing way harder than it needs to be.

They obsess over subject lines.They A/B test send times.They wonder if adding a first name to the subject line actually moves the needle.

But here’s the thing—none of that matters if you’re framing your email the wrong way.

The #1 Mistake Brands Make in Email Marketing

Most brands write emails from their perspective. That sounds harmless, but here’s why it’s a problem:

  • “We just launched a new collection!”
  • “We’re excited to introduce our latest feature.”
  • “Our sale is ending soon—don’t miss out.”

See the pattern? It’s all about the brand. We launched. We’re excited. Our sale is ending.

But let’s be real—your audience doesn’t care about your brand the way you do. They care about themselves—their needs, their problems, and their desires.

So, if you want more opens, clicks, and sales, you need to stop writing about your brand and start writing about your customer.

The Simple Fix: Change the Frame

Reframing your emails means shifting from what you want to say to what your customer wants to hear.

Let’s take those same emails and flip the frame:

  • ❌ “We just launched a new collection!”
    ✅ “Your new everyday staple just dropped.”
  • ❌ “We’re excited to introduce our latest feature.”
    ✅ “A small change that makes your life 10x easier.”
  • ❌ “Our sale is ending soon—don’t miss out.”
    ✅ “This disappears at midnight (last chance!)”

See the difference?

The second versions instantly make the email about the reader—not the brand.

Your audience immediately knows:

  • What’s in it for them
  • Why they should care
  • What action to take next

That’s the kind of email people actually open.

Why This Works (And Why It’s So Effective)

Framing isn’t just a copywriting trick—it’s psychology.

Humans make snap judgments about what’s worth their attention. If your email feels self-serving, it gets ignored. If it feels relevant, personal, and useful, it gets read.

When you reframe your messaging:✅ You capture attention faster
✅ You create an instant emotional connection
✅ You boost conversions without relying on gimmicks or discounts

This simple shift is the difference between an email that gets deleted and an email that drives revenue.

The Takeaway: Flip the Frame, Fix Your Engagement

If your emails aren’t performing, it’s probably not because of your subject line. It’s probably not because of your send time.

It’s because you’re talking about yourself instead of making the customer the focus.

Write as if your email is about them—because it is.

This is exactly what we teach inside Flowstate Academy—how to master email psychology and turn your email list into a revenue machine without spammy tactics or endless discounts.

You don’t need to be a world-class copywriter to get world-class results. Just understanding this one concept will change the way your emails perform.

Want to master the art of writing emails that people actually want to read?

Join Flowstate Academy here

Let’s make your emails impossible to ignore.

P.S. Take 5 minutes today and reframe just one of your emails using this approach. Test it against your usual style. You’ll see the difference.