I'm from Manchester (UK), which means where I grew up... you can't get to the end of your road without someone saying, "Morning!"

And you absolutely cannot just nod and carry on.

You must stop and have a chat about absolutely nothing:

☔️ The weather (it's usually raining)

🚌 The fact that the bus is always late. (Alwaysss!)

📮 Why on earth the mail now arrives at 4pm instead of 9am.

It's just what we do. We like saying hi to each other.

And for years I assumed that's how it worked across Britain – but then I went to London.

Turns out: it's only Northerners who like to chat 😅

Down south, in London, nobody says hi to each other for no reason.

Nobody makes eye contact just for the sake of it. Everyone's walking with purpose because they've got somewhere important to be. The unspoken rule is: don't slow anyone down.

As much as I love how we do things in Manchester, you've got to be a bit more like London when it comes to your emails.

You don't need to say hi to your subscribers every time you email them.

The first line of your email has a job to do.

It's your hook.

Sometimes it's one line. Sometimes it's a whole paragraph. Either way, its one and only job is to hook your subscribers and keep them reading.

Most people give that job to:

"Hey First Name!" – which is a dead hook, in case you're wondering.

I'm not anti-greeting, and I do use one occasionally.

The difference is it's an intentional choice, not a thoughtless habit.

You've got seconds to earn another few seconds of someone's attention. Don't spend that precious time saying hello when you don't need to.

Spend that time making your subscriber curious so they'll keep reading the rest of your email.

The Manchester in me hates giving this advice.

But the London in me knows it's right.

Eman

PS. No hate to London or Londoners. I love both 😉

PPS. Audit your emails with the help of my YouTube video. There are at least 9 other email mistakes I'm 97% sure you're making regularly. Don't forget to subscribe ⬇️

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