6 Founder-Led Emails You Should Be Sending Right Now

Hey it’s Max from The Inbox Newsletter.

Most brands send generic, lifeless emails.

They get ignored.

Founder-led emails? Different story.

They feel personal. They stand out. They convert.

Here’s 6 types of founder-led emails that actually work—with real examples you can copy.

1. The "Our Story" Email (Example: Munk Pack)

📌 Best for: Building brand trust, making people care

People don’t buy products. They buy into people. The story behind the brand matters.

Munk Pack’s email nails it:

• Founder speaks directly to the audience. Feels like a personal letter.

• Tells a short, clear brand story. No fluff. Just how and why they started.

• Subtly ties it into the product. No hard sell, just connection.

How You Use This:

• Keep it first-person and direct (“I started this brand because…”).

• Be short and to the point. No one cares about your childhood dreams.

• End with a soft CTA (Check us out. See what we’re about.)

👉 Pro tip: This works great as an early email in a welcome sequence.

2. The "Exclusive Offer & Info" Email (Example: Brez)

📌 Best for: Making people feel special and driving action

Most brands send promo emails like:
👉 “Hey! Here’s a sale. Buy now!” (boring)

What Brez does:

• Makes it feel exclusive. Not just a sale—this is something special.

• Personalized from the founder. Feels like a direct message.

• Adds brand updates. Not just pushing products, but keeping customers in the loop.

How You Use This:

• Call it "Founder’s Special" instead of "Sale."

• Write it like you’re talking to a VIP insider.

• Stack value. Not just a discount—what else are they getting?

👉 Pro tip: Run these quarterly. Build hype before you launch them.

3. The "Holiday-Themed" Email (Example: Wander & Ivy)

📌 Best for: Tapping into emotions and seasonal buying patterns

Most holiday emails = generic discount spam.

What Wander & Ivy does:

• Founder adds personal touch. It’s not just “Valentine’s Day Sale” — it’s a story.

• Emotionally driven. Connects product to a meaningful experience.

• Tied to a specific moment. Uses urgency without being pushy.

How You Use This:

• Tie your product to a feeling or tradition.

• Speak as the founder. How does this holiday relate to your brand?

• Don’t just push a sale. Create a story worth reading.

👉 Pro tip: Plan ahead so you’re not scrambling.

4. The "Tips & Giving Value" Email (Example: JoyMode)

📌 Best for: Positioning yourself as an expert & building trust

Most brands just sell. Big mistake. People don’t want more products—they want better outcomes.

What JoyMode does:

• Shares practical tips. No selling—just useful, relevant advice.

• Positions the brand as the expert. Builds authority.

• Naturally leads to the product. The product is a tool, not the focus.

How You Use This:

• Think: What’s a problem my customer has? Solve it for them.

• Make it simple, actionable, and quick to read.

• Soft CTA: “If you want an easier way to do this, check this out.”

👉 Pro tip: The more value you give for free, the easier the sale later.

5. The "Item Abandonment" Email (Example: Proof)

📌 Best for: Recovering lost sales without being annoying

Most brands’ abandonment emails = “You left this in your cart.” (lame)

What Proof does:

• Founder-led = more personal. Not an automated bot—it’s you following up.

• Assumes good intent. “Maybe you got distracted” → not pushy.

• Adds an incentive, but only if necessary. Don’t give away margin too soon.

How You Use This:

• Keep it casual and human. “Noticed you checked this out—any questions?”

• Don’t assume they need a discount. Just remind & reinforce value.

• Only offer a discount on the 2nd or 3rd follow-up.

👉 Pro tip: Send this within 1 hour after the abandonment.

6. The "Welcome Email" (Example: Cocunat)

📌 Best for: First impressions & setting expectations

Most brands waste their welcome email. They either:

1. Go straight into selling (bad), or

2. Say something bland like “Thanks for subscribing!” (also bad).

What Cocunat does:

• Introduces the brand like a real person. Feels like a direct welcome.

• Gives them a reason to care. Why should they stick around?

• Sets expectations. “Here’s what you’ll get from us.”

How You Use This:

• Open with "Hey, I’m [founder’s name]. Here’s why I started this."

• Make it about them, not just you. Why should they care?

• End with a small CTA. (Example: “Check out our bestsellers.”)

👉 Pro tip: Your first email sets the tone. Make it count.

Email Inspiration Of The Day

Brand:
Pins and Aces

Email Design:
https://drive.google.com/file/d/1MH8JWffZ3n-61Cpnm8na6SnVXZ7ZWy-Z/view?usp=sharing

Notes:
Love fun review emails like this! Great for customer engagement.

It will also encourage more reviews because people want to be featured in emails.

And this is just a funny story lol

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• Stop sending these emails lol

• New Klaviyo billing!

• Do this to effortlessly grow your list

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

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