“hi. it’s me. caleb.”
About
Hi. I’m Caleb.
I write email people actually read, and I’ve been doing it long enough to have strong opinions about it.
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The story
How I got here.
I’ve spent a lot of years running email programs for people whose livelihoods depend on their list. Not “brands.” People.
The one that shaped how I think about this work: I run email for a top-shelf astrology school with a nine-figure list and weekly sends. That’s a list where a bad email has real consequences and a good launch can cover the payroll for the year. You learn fast, or you don’t last.
Somewhere in there I started Actually Fun Coffee, a media brand about Charlotte cafes. Different audience, same lesson. People can smell a boring email from three inboxes away. And once they smell it, they never open the next one.
Actually Fun Email is the version of me that got tired of watching founders and creators pay a lot of money for the same “welcome series” template. So I put up a shingle. Small on purpose. Two client spots at a time. Every email is written and designed to get your audience to engage with you.
Why “actually fun”
The name is the positioning.
Most brand email is bad on purpose. Someone tells you to send “one email per week,” so you send one email per week, and it’s a product roundup nobody asked for.
The word “fun” in the name isn’t a joke. It’s the whole promise. If your email isn’t a little bit fun to read, it doesn’t get read. If it doesn’t get read, none of the other stuff matters. Not the segmentation. Not the deliverability tricks. Not the beautiful header image.
Email is a conversation.
So we write like you’re actually in one.
Other things I run
Two other projects. Both taught me this one.
Media brand
Actually Fun Coffee
A Charlotte cafe media brand. Reviews, a directory, and a weekly-ish newsletter about the city’s coffee scene. If you’re in Charlotte, subscribe. If you’re not, come visit.
Client work
Email for a top-shelf astrology school
I run the email program for a school with a nine-figure list, weekly sends, and multiple annual launches. It’s the highest-stakes email work I do. Everything I ship for clients gets tested against what works there first.
Best way to reach me is a 15-minute call or a direct email. I read everything myself.