What We Can Still Learn from the Daily Skimm

Note: As of March 2025, theSkimm has been acquired by new owners. Exciting new chapter ahead! I originally wrote this post when their daily email format was a bit more raw and organic. I debated taking it down—but honestly? This kind of email deconstruction still holds up. So I’m leaving it here for you to… Skimm over. (Had to.)

If you’re not among the millions who start their mornings with a cup of coffee and the Daily Skimm, you can subscribe here. It’s worth seeing firsthand how they’ve absolutely nailed the art of successful email marketing.

I first met Carly Zakin and Danielle Weisberg, founders of theSkimm, when the company was only 2 years old… and I’ve had the privilege of calling them colleagues and supporting their growth over the years. You can check out the Case Study here.

Here’s the thing: most email marketing falls flat. You know what I mean—spammy, boring, inconsistent, too long, unclear. And yet, email remains one of the most powerful tools we have for building connection and trust with our audience.

So how did theSkimm break through inbox fatigue and actually win at email? Let’s break it down.

1. The Opt-In
No annoying pop-ups. No pressure.
Their audience grows organically—mostly through word of mouth. That’s how I found them. TheSkimm rewards loyal readers who share the newsletter with others, knowing the best growth comes from genuine enthusiasm. Be so good people want to tell their friends.

2. The Subject Line
Short. Smart. Often a clever throwback reference.
Their subject lines are carefully crafted to stand out in a sea of noise. No long, over-explained titles. No clickbait. They know their audience is scanning, and they meet us where we are.

3. Easy to Read
This is where they shine.
Each email is clean, well-structured, and digestible. One pop of color. Bold headlines. Quick subheads. Tight paragraphs. Your eyes know exactly where to go, and you walk away informed—not overwhelmed.

4. Thoughtful Advertising (Or Lack Thereof)
Instead of cluttering the page with traditional ads, theSkimm [used to] integrate sponsors seamlessly into the content. It’s respectful, clever, and genuinely interesting. As a reader, I trust the partnership more because it feels aligned and intentional. [Note, this may sadly change with the acquisition, so note that you can do this elegantly! That’s the point.]

5. The Humor
A personal favorite.
Every Skimm makes me smile—sometimes laugh out loud. They strike a beautiful balance between keeping it light and knowing when to go deep. It’s hard to do both well, and they do it effortlessly.

6. The Voice
This is the secret sauce.
The founders, Carly and Danielle, knew exactly who they were speaking to—and never strayed. The voice is consistent, smart, approachable, and unmistakably theirs. That kind of clarity and commitment to audience builds serious brand loyalty.

So what does this mean for you?

If you’re sending emails (and I hope you are), take a step back and ask yourself:

• Are you inviting your audience in—or pushing them away?
• Are your subject lines crafted for humans, not just algorithms?
• Are your emails skimmable, clear, and worth someone’s time?
• Do you know your voice—and your audience—really well?

I work with clients every day who are brilliant at what they do, but need support translating that brilliance into clear, compelling communication. Email is one of the most powerful ways to connect—if you do it right.

If you’re ready to rethink your own email strategy, I’m right here.

xo,
Greta Rose