SUBJECT: WE SUCK!

Yep. That was the subject line.

All caps. Exclamation mark. Sent to thousands of customers 15 years ago, back when I was running Fusion Nutrition.

We messed up - pretty sure it was a pricing error.

Instead of hiding it, we sent an email.

Plain. Honest. No PR gloss.

We suck!

Here’s what happened.

Here’s how we’ll fix it.

We value your time and attention.

Full stop.

Then something unexpected happened:

People loved it.

Not the screw-up.

But the honesty.

The accountability.

The guts.

Replies poured in:

    “You guys are real.”

    “This is why I trust you.”

    “Most brands would never do this.”

That was the day email changed for me.

It stopped being a blast and started being a conversation.

Email is personal. Email is powerful. Email is human - if you let it be.

That moment shaped how I treat the inbox to this day.

Not as a megaphone.

But as a handshake.

And it’s why Clickaroo exists today.