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““They share photos and stories from the designer..””

Floyd is one of my favorite furniture brands (I have their bed frame and it's the best). This email highlighted The Gere Easy Chair, made from a design originally created in the 70s. They share photos and stories from the designer with whom they partnered with to create this piece. Having a glimpse into the life and home of the designer shows the love for craft and thought that was put into this item.

““Amazing collaboration campaign.””

Another brand I love is Oddli! They just did a collaboration with a wine brand and created a wine bag with their own art on it. Amazing campaign.

““I generally love an opportunity to match or get a gift, give a gift.””

I loved Crap Eyewear's buy one, get one campaign's around Valentines day. Generally love an opportunity to match or get a gift, give a gift.

“An overall really seamless experience..”

I got an automated email from Chamberlain Coffee recently reminding me to stock up on a product I bought a few weeks ago. It was pretty straight forward but when I got another campaign a few days later, I loved that it also included a banner reiterating that same message I had gotten a few days before. Definitely felt really personalized/cohesive. They also get bonus points since when I clicked on the banner, it had already re-added my last purchase to my cart so I could easily checkout. An overall really seamless experience that I'm sure has great results!

“I love when brands send emails that show more of their personality..”

Loved this email I got from DedCool for International Women's Day. I love when brands send emails that show more of their personality as well as the team behind the scenes, it just makes it feel more human, and this email does just that. It also does a good job of highlighting products too so it doesn't feel like *just* a brand moment with low CVR, it also ties back to what the brand sells in an organic feeling way. Even if I'm not planning on buying more perfume right this minute, emails like this make me remember the brand long term so when I am in the market to buy, I'll think of them!

“Even though this text was only 8 words, it made me want to click and see more..”

This whole campaign was definitely a moment and I loved all of it! Reformation does a really good job being short and snappy with their copy (in the best way possible, in my opinion) and so even though this text was only 8 words, it made me want to click and see more of the campaign! Definitely felt different than other texts I get from brands too so for that, it really stood out to me.

“A feast for the senses, every darn time.”

I was recently introduced to Goldbelly emails and my god, they're gorgeous. A feast for the senses, every darn time. I recently got their Valentine's email and just everything about it was pulling me in: the beautiful pastel tones, the top down photography, the sheer dessert debauchery. They are long but they use email as more of a "show don't tell" kind of channel. And yes, I know they're image-based, which isn't best practice, but they're still email artists!

“ It's the brand voice that does it for me, it's so over-the-top luxurious that I can't help but chuckle to myself”

I love getting Aesop emails, and this one from Black Friday really tickled me. It's the brand voice that does it for me, it's so over-the-top luxurious that I can't help but chuckle to myself. They keep that consistent, and I respect that. It's one of the very few examples of OTT luxury that I have in my inbox - the thing that sells it every time is the passive voice; it's never "we're offering 15% off", but "a 15% reduction will be offered". I would've loved to be a fly in the room when they discussed their brand guidelines.

“This one's actually an email I've NOT received lately, and I have to admit I miss it.”

It's the famous Spam by Oatly, which was a series of emails so creative that I looked forward to them. They were just overtly silly and took self-aware marketing to the extreme. They called me FIRSTNAME LASTNAME in every email, and the writing was fantastic: verbose, like their train of thought that didn't go through a filter before it ended up in an email. I love it when brands step out of the ordinary in interesting ways, and are not afraid to take risks. I don't think I would've noticed a milk alternative otherwise, to be honest!

“Love the packaging, branding, and photography.”

An amazing view of super premium coffees.

“A beautiful email advertising one of the world's best coffees.”

No one does it like George Howell, and their storytelling and coffee education is really top tier.

“I love spotlighting the team behind the product…”

This tells a great story that gets you excited to try their coffee!

“Yes, I will usually stop and think if a question is presented to me in the subject line!”

I've been loving Dedcool's content on email, and their cheeky Valentine's Day email made me stop and giggle. Subject line: “Still Single?” caught my attention and the messaging made this holiday much more relatable to the masses, while introducing me to new product categories.

“Marketers aren't perfect and sometimes mistakes happen!”

Marketers aren't perfect and sometimes mistakes happen! I enjoyed how Dolce Vita turned this segmentation mishap into a celebratory purchase occasion for the rest of their customers.

“This simple numerical visualization was very effective…”

Like many others, I enjoyed Dry January with delicious Ghia products. This simple numerical visualization was effective -- tying in their main product benefit (clear-eyed mornings) while emphasizing the number of servings in their largest packs. Loved the added subscription push and emphasis on no automated renewal.

“Flower brand marketing often feels like a 64 pack of Crayolas spilled all over the place, but Bouqs’ marketing is elevated.”

Everything about their brand is so well done. The timing of their comms is huge; for example, I always order too late for Valentine’s Day and end up spending a lot of extra money. This year, Bouqs sent a super timely email to get ahead of the rush and avoid extra fees for fast delivery. They run promos and discounts in a very elevated manner. They also have many points along their purchasing journey where they remind you of their subscriptions offering. They make you want to join even if you can’t afford it!

“Everything flows very symbiotically in their emails without feeling corny.”

Each email features well-thought out designs that make you want to buy insoles. Bet you never thought you’d really want to buy insoles…

“Even if you’re not the ‘down the fairway’ person in the hero message, scroll and you’ll inevitably find a product that’s useful to you.”

Huckberry is a brand doing incredible community-building with an aspirational aesthetic. They do a great job of finding exit ramps for anyone who reads their emails.You might not be interested in one type of boot because you are not a deep sea fisherman, but there are products in every email to keep you interested. They have a really awesome Instagram presence, too.

“Our aim was to encourage customers to feel confident in their buying decision.”

I love this launch campaign we sent for our Neutralizer Pencils. We know complexion products are hyper-personal. We introduced the product by selling the problem it solves and addressing the need for it. Then we helped them find their shade using our quiz, and show the effectiveness of the product with a before and after. Our aim was to encourage customers to feel confident in their buying decision.

“They hit a potential objection without me even realizing that it was an objection.”

Brands like OLIPOP were smart to lean into Dry January to market their product. This text Olipop sent me hit a pain point of not knowing where to start when creating a mocktail. But what encouraged me to click was the line that read ‘with easily accessible ingredients you can find around your house.’ They hit a potential objection without me even realizing that it was an objection. Killer text.

“The click rate was 2x our normal click rate…”

We sent this ‘dry skin remedies’ email to a segment of customers that told us they had dry skin via our quiz. The click rate was 2x our normal click rate.

“I was actually inclined to send off a referral to somebody at work who was interested…”

You can't really open TikTok or Instagram these days without seeing Athletic Greens. After I got my second subscription order from them, I received a plain text email from their founder. It appeared highly personal and really reflected the heart of AG. It was powerful. I was actually inclined to send off that referral to somebody that I worked with who was interested. I also use plain text emails at Olipop!

“They educate you on how to care for your hair.”

Ouai sent me a post-purchase email with save 15% and a ‘build your own bundle’ where they listed things that you should do for your hair without specifically calling out their product. I liked that it was educational, beautiful and didn’t feel pushy.

“It was a really enticing offer.”

Saje sent me a really enticing offer for an abandoned cart. They sent what I had in my cart that I obviously had clicked away from and then similar products that I might like to add to the cart along with a 15% discount code. I think I clicked out of it because it was a little bit too expensive and I didn't want to buy it at that time.