Autopsy #1 – Calming Co.

In this series, I will be delving into powerful emails and see what makes them special. And more importantly, how you can apply the same formulas to your communication.

What we will learn…

⭐️ Breaking patterns
⭐️ Giving advice the right way
⭐️ The power of connection

Life can get hectic. We all experience a lot of chronic stress, so much that some people turn to drugs to alleviate it.

Among all the advisable options, one stands out as surprisingly intriguing: kava kava.

Ka-what?

Kava (for short) is a small shrub in the nightshade plant family. It’s grown in and native to the Pacific Islands, like Hawaii and Fiji.

Here’s what makes it special.

⭐️ Reduces stress and anxiety
⭐️ Slows down mind chatter
⭐️ Relieves muscle tension
⭐️ Gets rid of brain fog
⭐️ It is also neither toxic nor addictive

But here’s the thing: this magical plant tastes like… DIRT.

Adam and Robert from Calming Co decided to do something about it.

They experimented with homemade tonics to make the drink more palatable and turned to the experts: a leading scientist and a flavor specialist.

The goal was to create a product that was both effective and tasty. Quite the challenge. But after a few dozen recipe tweaks, they nailed it.

And Ü Relax was born:

But how did they turn this idea into a successful product?

Part of the answer lies in their use of engaging, story-driven emails that resonate with their audience. Let’s dissect one of them…

Subject line: The unexpected way a crayon taught me to de-stress
Preview text: [edited], how’s your week going? For me, it started pretty stressful, to be honest

The unexpected way a crayon taught me to de-stress

This is not the kind of subject line we often see, and this is intentional. When you open your inbox, you’re more likely to read the email that stands out. This can be achieved by writing a unique and eye-catching subject line.

And this is further emphasized by the word “unexpected.”

We’ll dive into it later when discussing pattern interruptions.

[edited], how’s your week going?

For me, it started pretty stressful, to be honest.

There’s a lot to unpack in these two lines.

First, starting with a question is a way to get the reader involved.

Granted, no one is going to reply to this email just to answer it. But we unconsciously answer in our minds, and that’s enough to keep us going.

And second, he admits he’s not doing so well. By the way, ‘he’ is the founder, Adam. And by opening up, he shows vulnerability, making him more trustworthy. Because he’s like us.

And now we’re waiting to hear more. It’s a subtle open loop.

Unexpected problems…

My inbox is overflowing…

Deadlines are piling up…

I can feel my stress levels rising by the minute.

I’m sure you’ve had similar days or weeks, [edited]…

Where you start to question whether you have what it takes to keep on going.

It’s a terrible feeling… we both know.

Indeed, we do. It’s pretty vivid, he doesn’t just ‘feel bad’, he paints a relatable picture.

So I did what I always do:

I grabbed a packet of Ü Relax and whipped up a quick mocktail.

And as always, stress started melting away.

Again, that’s a pretty good move.

Adam mentions the product casually as his go-to solution and talks about the benefits. If you’re not familiar with the product, it feels logical to want to try it.

But as I was about to dive back into work…

I noticed a stray crayon that had rolled under my desk – likely left behind by my daughter.

Okay, so on the company’s website, Adam portrays himself as a family man. If you check out the “about us“ page, the only picture of him is with his wife and kids.

This is important, because it’s part of his identity. And it makes him authentic.

It’s also a way to connect with all the other parents. I assume it’s a pretty common experience for parents to stumble upon toys lying around the house.

Usually, I would have ignored it and continued my frantic work pace.

But something about that crayon made me pause….

And here comes the story…

Crayons are not the most exciting thing to talk about. And the way he puts it sounds a bit awkward too… What kind of person has a revelation by just staring at a crayon?!

It doesn’t matter…

You’re into it and you can’t look away anymore.

I picked it up and, on a whim, decided to take a 3.5-minute break to doodle in my meeting notebook while sipping on my Ü Relax mocktail…

Okay, so he just doodled? That’s what he’s been teasing all along?

Yes… But wait, there’s more.

And you know what? That’s exactly what I needed!

The ingredients of Ü Relax were calming my body & nervous system…

While the meditative, creative act of doodling helped reset my wandering mind.

Bit by bit, the tension melted away and my mood shifted!

Coloring – as it turns out – is a fantastic way to unwind and express creativity.

(It’s been proven by science – that’s why the adult coloring book industry is booming!)

Good. If you can support your claims with evidence, always do so. It strengthens your message.

It’s an act of meditation, allowing you to focus on the present and let go of stress.

And when combined with the most effective calming tonic in the world – Ü Relax – it felt like my whole nervous system was reset for the day.

I was able to tackle the rest of my to-do list with a renewed sense of focus and productivity.

This is a textbook example of “show, don’t tell“.

Instead of simply listing the product’s benefits, Adam walks reader through what he achieved by using it. Much more compelling.

So remember…

Taking care of your mental health daily can unlock happiness.

But you can’t always hope to find stray crayons to help you de-stress!

And here’s a clever callback to the earlier anecdote, tying the email together neatly.

It also transitions seamlessly from a personal story to a product pitch…

For stress-free moments on demand, you can simply have a delicious Ü Relax drink.

Again, this is pretty smart. Doodling is an great way to unwind, but their product is even simpler to use. Mix it up and you’re ready to go.

And as a thank you for being a part of the Calming Co. community, I want to offer you a personal code YUMMY-LP3RF for extra 25% OFF Ü Relax:

Get 25% OFF + FREE Shaker with the world’s most effective calming tonic.

Okay, two things here.

First, always give a reason for a discount. Funny thing is, the reason doesn’t matter much, the key is to provide a “because“. Of course, you should make sure it feels logical and fits the context.

Second, always create urgency. Without a sense of urgency, your customer has no incentive to act now. Time limits, exclusive events or limited quantities work well to nudge them toward action.

Wishing you colorful, stress-free days,
Adam
Founder of Calming Co.

P.S. I’d love to hear about your favorite stress-busting activities. Reply & let me know!

One last thing, see how he’s encouraging readers to reply?

This is an effective way to improve email deliverability. Getting replies is a signal for email providers that the content is valuable, and not spam.

As we’ve seen, the email opens with an unusual and intriguing subject line: “The unexpected way a crayon taught me to de-stress.“

This is a classic example of a pattern interrupt, a technique used to stand out by breaking expectations.

People are naturally curious when something disrupts their routine. A strange or unexpected subject line piques interest, making readers think, “Wait, what?“

That being said, it’s important to not overuse it. Leaning too heavily on quirky subject lines can turn them into a pattern themselves.

You can use this anywhere by the way, not just in emails.

This email uses a story as a means for delivering advice.

Why is this effective?

Because stories are memorable and engaging, acting as a vehicle for the message. While a straightforward list like “5 ways to relieve stress“ might convey the same information, it wouldn’t resonate as deeply.

Interestingly enough, readers often remember the story more than the advice itself.

Adam’s crayon anecdote isn’t just entertaining. It subtly reinforces the benefits of Ü Relax and provides actionable insights on stress relief in a way that sticks with the audience.

Building a connection with readers is easier when they can relate to a real person rather than a faceless company.

Adam achieves this by weaving personal details into the email, such as finding his daughter’s crayon under the desk. These small, relatable moments create a sense of authenticity and warmth.

Adding a touch of vulnerability strengthens this connection further. It humanizes the brand. It can be as simple as talking about your plans for the weekend, and it’s a powerful way to foster trust and engagement.

Maybe not so wise. But hopefully useful.

⭐️ If it’s useful but gross, hide it in something tasty
⭐️ Every boring anecdote can be turned into a good story
⭐️ Plain advice is forgettable—serve it on a silver platter
⭐️ Scatter fragments of your life like breadcrumbs to follow
⭐️ Don’t just list benefits, paint a picture they can see

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