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Your ATTN Please || Tuesday, 17 June

Your ATTN Please || Tuesday, 17 June

Charlotte Ellis
June 17, 2025

dOn’T mIsS oUt On ThEsE sAvInGs!!1!

How many times have you seen a subject line like that? Anddd how many times have you opened that email (is it a number less than 1?). So why are we still cluttering our subscribers’ inboxes with emails that look like they were written by a marketer who’s dead inside? It’s time to stop making your audience lose their will to live and start writing emails they can’t wait to read.

- Charlotte Ellis, Editor ♡

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WHAT’S HAPPENING IN MARKETING TODAY?

Diet Coke goes viral, France pushes for more limits on social media & Socials being used to warn about ICE raids

Diet Coke is the new ciggy.

Marketing girlies know the importance of a Diet Coke to get us through the day. Actually, it’s an integral part of our diet. So, when I saw TikToker @reallyrachelreno call it a Fridge Cigarette, I felt like, for the first time ever, the entire world made sense. Because that’s exactly what it is: a crispy, cold ciggy to take the edge off around 1.45pm.

The video, which has since been viewed 3.5 million times, shows her cracking one open in the sunshine. She then followed up with an even deeper analysis: Diet Coke = Parliaments, regular Coke = Marlboro Reds, and Coke Zero = American Spirits. Any other diet soda = menthol (trash). Full-fat Coke in a glass bottle? That’s a cigar.

The viral trend has earned Coca-Cola a cultural cachet without the brand having to even do anything (except make the most perfect product of all time, of course.) It just goes to show the staying power of a consistent and iconic brand like Coke. Beyond that, the trend's a sign of the times. Clean girl is out. Cigarettes are cool again. Even if they’re from the fridge.

France clamps down on social platforms that enable sharing adult content.

The French government has begun an urgent push for social media sites to remove adult content or implement stricter age verification controls. French President Emmanuel Macron told the nation last Tuesday that he will ban social media for under-15s in France following the murder of a high school teaching assistant.

Macron also announced that age verification would be imposed on sites selling knives online. This is similar to measures that currently apply to pornographic sites in France. Now, the focus is age verification on any platform that distributes or enables the sharing of adult content. And that means X, Bluesky and Reddit are all on the chopping block.

Social media's being used to alert communities about ICE raids.

The undocumented migrant community is using social media to alert each other about the presence of immigration agents in different regions of the US. WIRED reports they've found several groups and pages dedicated to receiving, verifying, and disseminating reports about ICE checkpoints, patrols, and raids.

This comes as raids intensify in a “never seen before” manner. The Coalition for Humane Immigrant Rights of Los Angeles estimated, that in recent days, around 300 migrants have been detained in California alone.

-Sophie Randell, Writer

DEEP DIVE

How to write emails your audience can't wait to open

You know that feeling when your email performance dashboard looks like a crime scene?

Open rate: tanked. Click rate: MIA. Unsubscribes: thriving. Yeah… it’s giving “left on read.” If your email list is drier than your dating roster, don’t worry, it’s not you. But it is the way you’re showing up. Because let’s be honest: most marketing emails read like corporate ghosters. Cold, forgettable, and completely void of vibe.

The fix is simple. You need to write emails that flirt back. So let’s, for hypothetical purposes, look at email as basically a dating app. Every email you send is you shooting your shot. Your subject line is your opener. Your preview text, the cheeky follow-up. And if you want someone to actually click, you need to make them feel something.

Not desperate. Not needy. Not “per my last email.” Please ENOUGH. Intrigued. Delighted. Seen. Horny for your brand (emotionally speaking… mostly).

So, let's talk about how to stop writing dry emails:

1. Subject line: Give them butterflies (or a red flag they can’t resist)

No more “June Newsletter” energy. Your subject line is the spark!! Be clever, curious, or even downright chaotic. It’s your email, after all. Examples:

“You up? 👀”
“We need to talk…”
“Click if you hate bad emails”
“Open this for a good time (or at least a discount)”

2. Preview text: Don’t waste it.

This is your second chance to hook them. Treat it like a wink, not an afterthought. Bad: “View in browser.” Good: “I wrote this 5 coffees deep. You’re welcome.”

3. First line: Cut the small talk.

Nobody wants a “Hey there, chick!” from a brand. Start with a bang, a bold statement, or a question that actually gets a pulse going.

4. Body copy: Write like you’re texting your funniest friend.

Drop the jargon. Be weird, be warm, be you. Your email should read like a personality, not a press release. Bonus points for cultural references, inside jokes, or memes. Basically, the opposite of “just checking in.”

5. CTA: Make it irresistible.

Instead of “Read more,” try:

“Spill the tea”
“I need to see this”
“Let’s make it official”
“Take me there, daddy” (okay, maybe A/B test that one)

Flirtation = invitation. You’re not begging them to click. You’re making them want to.

Ok, now for a few red flags. The things killing your email vibe:

Five conflicting CTAs = commitment issues
No formatting = snoozefest
Robotic tone = ick
Sending too often = stage 5 clinger
Not sending enough = playing too hard to get

So, what now?

Start treating your email list like the situationship it is. Tease a little. Reveal slowly. Surprise them. Make them laugh. Make them curious. Above all, make them feel like it was worth clicking.

The truth is, no one wants another freaking newsletter. They want a little fun in their inbox. A little wink. A little “oh okay, pop off.” Give them a reason to click, and a reason to stay.

-Sophie Randell, Writer

TREND PLUG

I know him

Today’s trend is inspired by the song "I Know Him" from the one, the only HAMILTON.

For this trend, we're putting two and two together, showing how things of our past have now shown up in our life today. Creators are using the lyrics, "John Adams? I know him, that can't be..." and writing about people or things that have made a reappearance in their life (mostly slightly strange things that maybe shouldn't be occurring 👀).

How you can jump on this trend:

Start with the sound. Take a video of yourself lip syncing to the lyrics "John Adams? I know him, that can't be..." and use on screen text to describe something that has made an unusual comeback into your life.

A few ideas to get you started:

POV: your old boss shows up in your profile views
When an old client starts posting themselves after cutting ties with you
When you and a new friend have the same history with the same person...

- Jony Lee, Creative

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

What can I do to make my content more engaging? -Ricky

Hey Ricky!

At its core, all the best content has one thing in common: great storytelling. Every piece of content needs a clear structure, which at its basic level, is beginning, middle, and end. In our team, we call these storytelling elements "setup" (providing context), "conflict" (creating tension), and "resolution" (emotional release or catharsis).

As far as the actual story you're going to tell, the key is finding a universal human truth that resonates across all age groups. Your content should make people see themselves in the story, whether it's through humour, emotion, or a shared experience. Get the human truth and the story structure right and your content will resonate.