Matthew Smith is the co-founder of Really Good Emails, and the founder of design firm Fathom & Draft.

Really Good Emails aggregates and analyzes thousands of email campaigns, to determine what makes an email great.

At Con Con -- the content conference produced by The Hustle -- Matthew explains how to create engaging and effective email campaigns, from the subject line to the messaging to how you sign off at the end.

This was one of the most popular talks at Con Con.

Con Con is produced by The Hustle, a daily business news email for forward thinkers. Sign up here: thehustle.co