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“…sometimes, less is more…”

I really loved this text from Madhappy - it was a great reminder that sometimes, less is more. The clean format with minimal imagery and a strong, punchy message immediately grabbed my attention. I’m a huge fan of SMS that feels intentional, not cluttered, and this one was a perfect example of that. I’m also a sucker for a well-done collaboration, and the Madhappy x Guest in Residence partnership just made sense. The brands align so seamlessly from an aesthetic and values standpoint, and the imagery they used to support it was incredibly strong - simple, elevated, and totally on brand for both sides. The text was so well done it actually got me to click through and purchase from the collection, which speaks volumes. It didn’t feel overly promotional - it felt curated, cool, and considered.

“Seeing real people using and loving the product creates an instant sense of trust and relatability.”

I really love this UGC email Rhode sent because it perfectly blends product storytelling with real, community-driven content. I’m a big fan of incorporating UGC into email marketing-it’s one of the most effective ways to showcase product in a way that feels authentic and organic. Seeing real people using and loving the product creates an instant sense of trust and relatability. It also reinforces a sense of community around the brand, which is so powerful. This kind of content doesn’t just show the product-it proves it works, and does so through the lens of the people who actually use it.

“[This] was our second education-focused send, and it played a huge role in helping us drive over $1 million in sales within the first hour of launch.”

I’m especially proud of this email from our Resort Collection marketing rollout - it was our second education-focused send, and it played a huge role in helping us drive over $1 million in sales within the first hour of launch. We intentionally chose to include two education emails in this campaign because of the sheer volume of styles we were launching across all our signature fabrics, and we wanted to make sure our customers had the information they needed to shop confidently. Some pieces also had unique sizing details as part of our Bloopers Collection (a whole separate and amazing moment), so clarity and transparency were key. Huge shoutout to our incredible copywriter, Danielle, and our graphic designer, Talya, who made this email both stunning and strategic. It struck the perfect balance between being visually elevated and highly informative - ensuring our community felt confident, empowered, and excited to shop.

“A juicy reminder that was sent at the exact right time.”

Perfect timing meets practical value. This cookware brand knows exactly when to reach their audience - right as summer produce hits peak season. Smart positioning that makes you want to prep for those farmer's market hauls.

“Exclusive. Evocative. Limited run. Par for the course at Flamingo Estate!”

LA luxury done right. This indulgent brand uses an unexpected hook to draw you into something beautiful and premium, with just enough urgency to make you act. A masterclass in elevated marketing that doesn't feel pushy.

“After a few months, I feel like I'm friends with these founders...”

Relationship marketing at its finest. While other brands compete on price, Casamara's founders build genuine connections through weekly book recs and personal reflections. In an era of rising costs and careful spending, they're creating the kind of trust that keeps customers loyal long-term.

“This email doesn’t shout—it connects. And that’s why it performs.”

Rhode delivers on every front: clarity, resonance, and elevated simplicity. From the ultra-clean layout and whitespace play to the refined copy that speaks with the audience, not at them. It’s a masterclass in modern lifecycle marketing. Rhode has completely redefined how Gen Z interacts with email. The subtle undercapitalization in the messaging feels intimate and personal—like a text from a best friend, paired with ‘selfie-style’ imagery and social-native visuals. This is a brand that understands how to meet their audience where they are and guide them effortlessly toward conversion.

“Surprise-and-delight, done right.”

Loftie—known for its calming, tech-meets-wellness alarm clocks—took a fun detour for their Easter campaign. Loftie dropped an interactive, site-based ‘egg’ hunt that rewards curiosity with real value. Users are teased with the promise of a hidden egg containing a “sweet surprise”—and the only way to unlock it? Engage with the site and drop your email. It’s playful, it’s smart, and an exemplar in frictionless list growth. The email keeps things simple and charming: soft tones, minimal copy, and just enough mystery to drive the click. Start Hunting, and from there, Loftie seamlessly blends engagement with acquisition. The gamified journey that feels fun, and not forced.

“Made by Mary leans into origin storytelling, and it works.”

This engaging Mother’s Day campaign turns a jewelry email into something deeply personal. By placing the founder and her real-life family at the center, the message transcends product and taps into purpose. It’s not just “shop for mom”, it’s ‘here’s why it matters.’ The result? An elevated moment of lifecycle marketing where brand narrative, customer empathy, and commerce move in sync.

“Whenever I get an email or text from them, I know I'm in for a ride.”

If we've ever talked IRL about brand crushes we have, there's a BIG chance I've already told you how much I love Pit Viper's email + SMS marketing. They're bold, a little (a lot) ridiculous, and they never play it safe. Whenever I get an email or text from them, I know I'm in for a ride. They don't waste time trying to sound polished -- they go straight in for the gut punch of humor and chaos. They deliver on a whole experience whether you're on their site, socials, or email.

“I'm impressed...”

I loved this text from Oura Ring. I'm impressed that they crammed so much into a single text without it feeling heavy. Social proof - check. Education bullet points - check. FSA/HSA payment option touchpoint - check.

“Big brand crush!”

Oooh, big brand crush on Clare V as well! Their bags are gorgeous, and I fear you all need one. This text was short and optimized for click rate. It also feels conversational with it being "from Clare". The strategy of sending these short, CTR driven messages is brilliant and doesn't feel overwhelming to the recipient.

“Makesy's emails stand out in a crowded inbox. ”

I nominated Makesy’s emails because they consistently push creative boundaries, making their content stand out in a crowded inbox. One of the key ways they do this is by incorporating playful themes that step outside their usual brand identity—whether it’s through bold color choices, unique fonts, or unexpected copy. This approach keeps their emails fresh and engaging, ensuring that subscribers remain excited to receive and interact with their content rather than overlooking it like the more formulaic emails from other brands.

“Motion captures attention quickly, driving deeper engagement and often boosting conversions.”

Another standout element is their use of movement, particularly GIFs, which create a dynamic and stimulating experience for the reader. By leveraging motion, they capture attention quickly and encourage deeper engagement, often leading to increased conversions. This strategy not only makes their emails visually appealing but also enhances storytelling, making each campaign feel more immersive and interactive.

“'Words are hard. Shopping is easy.'”

Makesy’s willingness to take risks with their copy is what truly sets them apart. Instead of sticking to safe, predictable messaging, they embrace creativity and bold language that resonates with their audience. This willingness to challenge conventional marketing norms has proven to be a winning strategy, allowing them to build a more engaged and loyal customer base while seeing measurable success in their email performance.

“Love the subject line 'WHAT BOTOX'...”

Reformation emails are always an immediate "OPEN" from me. The team does a fantastic job bringing campaign and brand moments to life through each digital touchpoint. Catchy and sometimes provocative subject lines can be risqué but with Reformation, it's always on point with body content to bring the message full circle. I love this recent example of "WHAT BOTOX" to highlight this spring's linen collection launch -- "wrinkles are in."

“Graza goes beyond standard launch cadence comms...”

I LOVE to see how smaller brands (specifically in the F&B vertical) are playful in what are sometimes more traditional revenue channels. Graza goes beyond standard launch cadence comms and engages their SMS list through two-way messaging, giveaways, and regularly updated Spotify cooking playlists.

“The Ripple Fries campaign series is a perfect example of...”

Sweetgreen delivers when it comes to email. The Ripple Fries campaign series is a perfect example of launch cadence that is exciting, educational, and provides a longer-term engagement strategy. I saw about 8-10 emails deploy within the first four weeks of this new category launch focusing on everything from nutrition to sourcing to bundling/product add on information. One such email hit inboxes at 10AM delivering a very important message: "It's Monday. Your scratch-made lunch deserves a scratch-made side of Ripple Fries. Order Now."

“Apologies in advance…”

This message is great for a few reasons. First, the subject line (Apologies in advance.) was too good not to click. Next, they build a sense of urgency and exclusivity consistently throughout the body (see the last CTA). And finally, it comes from a real person, which ties the whole experience together for me.

“Plain text hits different!”

Graza knows their customer and has their voice down pat. This is a clever way to deliver value to shoppers who might be really excited or inspired by a new recipe, and call subtle attention to a great new product offering. It’s so much easier to read than a long scroll with superfluous information.

“We love a community round-up.”

Ilia is doing the MOST, in the best way. They are always launching of-the-moment collabs, popping up in different cities, and unveiling incredible new products. I bought an eyeshadow at Sephora last week and was handed a sample of the Barrier Base skin cream, along with a postcard describing all its powers. I felt so special! That’s how I felt reading this email: like this brand cares about me enjoying their product and their community.

“I live in leggings so naturally the subject line on this one got me...”

"I feel like a f***ing panther." I don't know what I admire more, the reviewer's audacity or the marketing manager's persistence in getting it signed off and released into the wild.

“I've got FOMO...”

This one's from Ffern. Fine fragrances, small batches and exclusivity. I don't know about you, but I've got FOMO and I want on that ledger NOW. Did I mention it's all done by SMS?

“I adored this one...”

from Desmond & Dempsey (as much as their gorgeous nightwear which is just so add-to-baggable). Can I be dreaming of a white Christmas, craving decadence AND a kiss under the mistletoe? I can and I am.

“This is the PERFECT equation for a high performing email…”

Summer Fridays has mastered the art of the top fold hero. I LOVE how the hero image is correlating to the birthday promo offer with clean text-overlay. The clarity in the offer and the call to action is extremely easy to follow and exciting to read. The rest of the email is easy to read and fun to explore with additional banners like images of their community to celebrate their birthday, and an exciting new launch announcement for lead gen sign ups. Chef's Kiss to their designer and strategy here. I clicked immediately.

“I clicked immediately. ”

Not only is the copy and imagery compelling, the GIF movement brings so much excitement to the reader. I love the clear CTA buttons and the shopping block below the message for easy add to cart moments. Plus the charity giveback is a huge win for Gen Z audiences. We're always looking for ways to include merch into our loyalty and rewards program, and the way Glossier incorporated merch for their VIP/loyalty segments was seamless. This is the PERFECT equation for a high performing email and I hope that brands can mirror this format in an increasingly competitive CRM deliverability and performance-based landscape.

“"Tap to fall in love" got me…”

No image needed. Carbon38 has a way with words. Something about how they combine functional with fabric in their copy alone is an art form. Their CTA to "tap to fall in love" got me immediately. So much YES.

“They educate beyond the product to truly set themselves apart from competitors.”

I was immediately captivated by ARMRA's email featuring the powerful subject line "Accept No Substitutes." The clean branding perfectly complements the extensive consumer education that's true to the ARMRA brand. What makes this email stand out is how it transcends a basic product pitch, taking the time to educate consumers and clearly differentiate the product from competitors. The clearly displayed claims appear clean and cohesive, enhancing the product's credibility, while strategic CTAs throughout guide the customer journey effectively.

“It's fun engagement without the hard sell—just pure brand experience.”

This LUSH email caught my attention through its creative gamification of a tarot card experience, making for a genuinely engaging interaction. Rather than focusing solely on online conversion, the email cleverly encourages in-store visits, promoting an omnichannel experience by inviting customers to visit their local LUSH location for a similar tarot experience. I appreciate that it's simply a fun email—from the distinctive branding and imagery to the refreshing absence of a "hard sell" component.

“They make sustainability personal by sharing team members' own recycling ideas.”

Glossier's "Don't Toss It!" email resonated with me for its simple, clean branding and easily stackable content—a perfect format for cutting through busy inboxes. The sustainability focus particularly impressed me, as I value brands that consider their products' full lifecycle and actively involve customers in realizing their sustainability vision. What adds authenticity to the email is how it features ideas from Glossier team members, giving the message a personal touch while bringing the sustainability concept to life.

“I think consumers appreciate unexpected humor in their inbox.”

SET Active is always trying new designs, which keeps their emails fresh and fun to open. This one in particular was so memorable because of the humorous copy. I think consumers appreciate when the unexpected humor shows up in their inbox.

“I don't even have a baby and I love their emails!”

Bobbie emails balance informative content, design with a dash of sales. You can tell they know their audience and use emails to deliver content to help new moms in an overwhelming time.

“I check every week to see what the theme will be!”

We know Retention is more than just SMS and Email - it is a larger strategy and uses these channels to drive retention. I love to see brands like BudahGirl maintain engagement from customers through frequent drops. They have a themed Stack of the Week that they promote through their marketing channels. While so many brands may do bundles or weekly drops, BudahGirl pulls the thread through their site, photography, and copy. Without fail, I check every week to see what the theme will be!

“This uses a real employee to drive a user’s ‘aha’ moment…”

I absolutely love Unfabled’s emails (and brand). One of their latest uses an employee's routine to drive the user's "aha" moment on the type of self care regime you can follow yourself. The email copy is fun, the design is playful, using the employee's real image, text message format, notes list and all sorts of visual identity elements that speak to young, modern female audiences. They achieved a lovely balance between products and messages. 10/10 from me!

“Stop asking Dr. Google!”

Another lovely female care brand! Daye has striking designs and very innovative products that come to life SO well through their email campaigns. One of my favourites lately promotes their online health service, encouraging women to "Stop asking Dr. Google". The email hero shows an example of the experience of the tool, and the copy shares relatable use cases to make the service accessible. I love the way they demystify vaginal issues, and approach real medical conditions while keeping a friendly and conversational tone of voice. Ultimately both educating us and destigmatising feminine reproductive health. Another female founder rockstar, incredible products. I'm a true fan!

“Their curation and themes are so on point…”

Here’s an email from a B Corp that sells pre-loved books online called World of Books - they have very lovely email templates, and their curation and themes are so on point! I get really inspired and get choosing my next book with every email! For their thriller-themed email recently, they had this cute animation simulating a magnifying glass. Very playful, very well executed, a great example of "second-hand can be cool and sleek."

“Did I buy my husband a photo of us in a puffy heart frame for V-day? Of course I did. ”

I love how they sent this message just in time for customers to purchase V-day gifts. Their product offering was spot on for the occasion. And I especially loved that they included an option to bring a photo into one of their stores for instant framing at the end!

“The history they shared here is beautiful. It shows the brand's heart.”

This email felt different from everything else in my inbox that day. Brands don't often share relevant history like this, nor do most people know adorable facts like these! As a lover of both this historical figure and this brand, I was very impressed.

“It's sassy & so on point. J'adore.”

This email does SO MUCH. The copy is hilarious up top to draw you in, but then it actually educates you in a digestible way, dropping relevant products throughout. This is truly a 10/10 email.

“Glossier is the queen of UGC marketing.”

They master converting the success of the "GRWM" trend from socials to email.

“I love their use of sensorial images...”

I love their use of sensorial images to get across the flavor and scents of their products. It makes the emails so much more engaging than just showing a tube of lip gloss. We've found similar success at Boll & Branch (ie. using a Pink Rose in an image for our Dusty Rose color launch)!

“Shoppable, AND conversion focused...”

They take a seasonal moment (Valentine's Day) and are able to make an email that is shoppable and conversion focused, but also lets their brand voice shine through. Their copywriting is so smart, concise, and playful!

“The brand message invites shoppers to splurge on little luxuries, without guilt.”

The home of radical pleasure. This is Flamingo Estate’s brand manifesto and common thread throughout their marketing assets and experiences. The brand message invites shoppers to splurge on little luxuries, without guilt. The marketing wraps its arms around users, inviting them to experience a small piece of beauty with each item and join the personal community of others doing the same. It’s rare to shop a brand so consistent in both its message and execution, and that’s what keeps me coming back for more with this one (plus, there is such a surplus of content that I'm ever-curious to keep exploring what else the team is up to!). You can see this messaging in the wild through their luxury pop-ups, their viral moments, their website, and their culturally relevant emails.

“It's aspirational, yet welcoming... ”

Flamingo Estate's membership program perfectly ties back to their brand message. It's aspirational, yet welcoming and within-reach. The annual membership is just under $100 which unlocks access to concierge support, free shipping, member-exclusive products, discounts, seasonal gifts, and more. Not only is this program tailored to deliver top-line business results by driving repeat purchases and retention, but it’s also an affirmative experience for loyalists. It’s refreshing to shop a brand that treats their highest LTV customers with priority positioning. This personalized and membership-forward experience is their differentiator, and why their members have 2x the value of non-members. Checkout the program on their website, and highlighted as a global banner in the majority of their emails.

“The brand stands for something and isn't afraid to get political.”

It's commonplace today for brands to have some type of charitable / give-back arm as part of their marketing program, but many times, it's just that. A marketing play instead of a true give-back moment. Flamingo Estate is investing in three different programs (The Melipona Bee Project, The Jalama Canyon Project, and The Flower Infusion Project). The work being done across all three is utterly fascinating, and appears to be a legitimate investment in the environment that Flamingo Estate has built it's brand on. On top of this, the brand stands for something and isn't afraid to get political

“Such. a. vibe.”

In the fall, they dropped Retrospect: a perfume that's basically art in a bottle, accompanied by a stunning launch video. I love that they included this product in their BFCM sale, too.

“This made luxury feel human.”

They collaborated with Completedworks on jewelry, and celebrated with a dreamy NYC dinner that made luxury feel so human.

“What really gets me? The details.”

That signature bag they include with every purchase? They shrunk it down for holiday gifts (cute). Then at the beginning of this year, they dropped a full-sized tote (see below!) that made everyone lose their minds. Including me. Obviously.

“Stio knows their audience.”

The subject line (Gift Guide For Cozy Cabin Days) had me clicking into the email because cozy cabin days is something I'm looking forward to.

“This text made me click through. ”

Armada does a great job of bringing their brand to life through copy. While this text is short, their brand's voice comes through. This text made me stop, smile, and click through.

“I love to see brands utilizing their channels to drive traffic to their wholesale partners' doors...”

For many years I was in roles that focused on aligning D2C and B2B digital marketing efforts. I love to see brands utilizing their channels to drive traffic to their wholesale partners' doors, especially during key shopping windows.

“Their emails keep me hooked from start to finish.”

One of the best emails I’ve received recently was a holiday email from Juicy Marbles. If you haven’t subscribed to their newsletter, you’re missing out. For a plant-based meat company, they’ve got a meaty personality! Their emails are always bold, entertaining, and filled with hilarious little nuggets that keep me hooked from start to finish. One standout line: “Consuming all these recipes could result in: deranged carol singing, goodwill towards men, and/or meat sweats.” How can you not love an email like that?

“...the CTAs were so clear and concise…”

The best message I’ve received lately was a festive MMS from a local California small business. In a sea of holiday SMS messages, this one stood out. The image was super eye-catching and perfectly holiday-themed, and the CTAs were so clear and concise that I couldn’t resist clicking through. It reminded me how much a well-done MMS can cut through the noise!

“Super mobile-friendly, super scrollable, and eye-catching.”

Good Culture turned a text-heavy email into a convo in text bubble form. It felt like I was scrolling through a chat with a friend, not reading an email. Super mobile-friendly, super scrollable, and eye-catching. Proof that good design is like good gossip—it grabs your attention and keeps you hooked!

“I loved the inclusion of a video…”

I loved the letter format and the inclusion of a video to introduce new subscribers to the brand.

“Nuuds does a great job of hyping up newness…”

I think Nuuds does a great job of hyping up newness by highlighting the date and time that things are coming, allowing customers and leads to preview the collection.

“This is a great example of knowing your customer during the post purchase journey…”

This is a great example of knowing your customer during the post purchase journey and providing timely, relevant content. They reiterate a key reason customers purchase from them (making meal time easier), proactively provide answers to common questions, and plug some of their communities to help build loyalty.

“I've never seen something like this before.”

This email from The Inkey List is very unique, I am a huge fan because I've never seen something like it before. It was a gif that came through as a live chat about their newest skincare product. The approach caught my attention and the information in the chat bubbles was really informative.

“Converse took a different take on New Years…”

While I've seen other brands focusing on resolutions or getting organised, Converse took a different take on New Years with this email around the Year of the Snake. It's a really unique and engaging way to show the customisation options they offer. The email itself as well is very clear, the mix of lifestyle photography for the hero blends nicely with the specific product images below which are easy to link to.

“It's very short and sweet…”

This email was a reminder for my friend Susan's birthday. It uses customer personalisation really well including her name and birthday and arrived in time to get her card ordered. It's very short and sweet, and allows me to shop easily with card suggestions and different links for cards and gifts.

“This feels like a cop-out, but Reformation continues to impress.”

Not only is their brand voice consistent and unique, but their hyper-personalization and content hierarchy are ultra strategic. This email seamlessly messages three different content buckets (gift card reminder, Thanksgiving, and 25% off promo) without overwhelming the user and while maintaining brand voice uniformity.

“Rhode just knows how to churn out the perfect content…”

I love this Rhode SMS because it makes a really simple launch feel like a BIG DEAL. The brand leaned into (1) a partnership with a mega-influencer, (2) seasonal content, and (3) scarcity to drive up purchase intent. I also love what comes before this SMS via their email capture. The pop-up content matches the website content which matches the SMS content. Content remains king and Rhode just knows how to churn out the perfect content strategy.

“Their emails are crafted with a strong story-first, convert-second positioning, and it works!”

Flamingo Estate is a brand that I remain subscribed to even though my purchase intent is admittedly low. Their emails are crafted with a strong story-first, convert-second positioning, and it works! This particular email was introducing their holiday gift-sets and felt like a letter from a friend abroad. The writing gives users a legitimate look inside the founders' backstory without it feeling inauthentic. Building brand loyalty is rooted in trust, connection and authenticity; this email does a great job building on all three.

“Skatie nails the "best friend" tone...”

Skatie nails the "best friend" tone with that casual, excited language, making their messages feel warm and personal. The two-part sequence is clever, too—a teaser to build intrigue, followed by a reminder with an image that grabs attention. Leaning into fall seasonality while keeping it short, sweet and to the point. It's just the right amount of excitement to make you want to click and see what's new!

“Graza brings that new drop energy!”

Graza does a great job bringing that new drop energy! This email brings customers right into the excitement with an eye grabbing hero, culminating in an irresistible, fun “Yippeeee!” CTA. The link drops you into all the hype on Instagram, adding that “in-the-know” vibe that’s so hard to resist (check out that engagement ????). Even if you can’t pick it up locally, seeing the community buzz is almost as fun! The email even offers a mini “Costco must-haves” guide that’s both practical and playful, rounding out the email with the exact kind of value you’d want from this friendly, fun brand!

“…feels like a special club!”

ILIA's SMS for their exclusive VIP sale is spot-on! The “members-only” element instantly creates exclusivity, making it feel like a special club. The SMS also does a great job stacking the incentives—20% off, 2x points, and a free gift, which sweetens the deal and nudges people to act. Linking directly to their VIP page encourages sign-ups and boosts brand loyalty by giving non-members a reason to join.

“This time of year even if it doesn't make sense for me, this might trigger the thought of a future gift.”

Never not in style - Converse. I know Converse has done a ton of product expansion over the past few years, but at the end of the day their entire brand ethos is centered around the classic Chuck Taylor shoe. I liked this email because it really brings you back to the basics, using imagery that strongly aligns with this 'back to basics' messaging while promoting original designs. The bottom also shows more of their unique new designs, which I think does a nice job to also showcase these designs to a consumer like myself who only has a purchase history of classic styles. This time of year even if it doesn't make sense for me, this might trigger the thought of a future gift.

“Sending this email won't recover 100% of the lost revenue from their outage, but…”

We're Sorry for the Inconvenience - Here's 15% Off Your Next Purchase. Admittedly I don't know much about this business, short that I purchased my oldest brother a frame for his college diploma a very long time ago. This email caught my eye though for its honesty and transparency. The connection between your customer base, emails, and website is critical. If your website doesn't allow folks to check out (its main function for a DTC business) you've got a problem. Sending this email won't recover 100% of the lost revenue from their outage (especially with a discount), but being forward about a technical issue gives your customer base awareness to the situation and confidence that this was a one-off issue. We've personally experienced major issues that needed an honest, open resolution to (remember those sub zero January days? imagine shipping glass liquid products during it!) and our customers were extremely appreciative of us being upfront, many writing in to simply voice that feeling.

“…you don't need to have wildly designed, super optimized emails to be effective.”

Welcome to the Cult - Liquid Death. This is actually a mailing list I just joined, not so much because I'm super late to get on their huge wagon, but because as a brand that's quickly grown in CPG beverage, I'm interested in how their messaging has evolved. i.e. if they don't sell their actual products at their website, what's one to expect from their mailing list (and more specifically, the welcome email). The main reason first and foremost, they prove the theory that you don't need to have wildly designed, super optimized emails to be effective. This email is extremely limited in its design, doesn't have an immediate CTA, it's not all clickable, and even has plain old Calibri as its text.

“Retail email marketing is an area that continuously serves as an inspiration for me...”

and Detox Market does a great job in that regard. I love their ability to curate the customer email experience surrounding new product launches, seasonal gift guides and promotions. Detox Market meticulously crafts emails that take the customer through all online shopping touchpoints with easily digestible, actionable information that makes you want to shop.

“...a clever play on clothes swapping”

One of my favorite DTC brands that is simply just doing digital marketing right, is Set Active. I loved this email for a few reasons, primarily because it plays into the notion of "his hoodie is my hoodie" but this time the roles are reversed, and he wants to use our sets. Thought it was a clever play on clothes swapping and matching with your partner.

“Our email team consistently produces outstanding content!”

(and I don't say that just because I work at RMS). What inspires me most is our team's ability to cut through the noise in an inbox with strong creative direction, informative messaging, and engaging copy that create easily consumable, call-to-actions for customers to action on.

“Don't let family drama leave you sweating! is almost too relatable.”

You may know how much I love a plain text email by now. Especially when it's funny. I love how this early sale (which would normally annoy me) is tied directly to the time when you will need this product most. Sweating it out around the dinner table with your wild relatives. Duradry really didn't miss with this one.

“Exciting and meaningful? Jackpot.”

East Fork is proudly born and based in Asheville, NC. I love how they tied their roots to this new collection (which, by the way, is an absolutely mesmerizing color). They are donating 5% of all sales to grassroots organizations in their area through the end of the year, making sure to practice what they preach and really looking out for their community. I could not love this brand more.

“I appreciate how dependable & concise Everlane is during the holiday chaos.”

I was left feeling calmer after looking at Everlane's gift guide. Their categories were so useful and compelling. I felt like there was no gift I couldn't find simply by looking through their curations! I really want to reiterate how nice this felt to me, during a season chock full of noise, sales, and subpar gift guides.

“You don’t need to have any tech in place…”

Every brand is looking to do some gamification around Black Friday - this is an amazing example where you don’t need to have any tech in place. You’re getting customers to interact and then simply sending them to the collection page. Giving them choice, adding some fun, getting some data from your customer - then you also get more information to play with in future emails.

“They must know their audience really well…”

With Minor Figures, every email is different. Which is crazy. How many times can you talk about oat milk and make it interesting? But they always make it interesting and relatable. These emails can be quite niche, but their content totally speaks to their audience. They must know their audience really well. Even though I’m not constantly purchasing this product, I love following their brand.

“Like Reformation they always…”

They always follow the same formula like Reformation. Using these great formulas and beautiful graphics; it just works.

“The kicker? This email is for a product that isn't even out yet.”

I recently received this email from Merit and it had our whole team buzzing! The subject line (The fragrance industry is bigger (and more annoying) than ever) hooked me in and felt very journalistic. Once I opened the email I was pleasantly surprised to see a substack-style design written by Emily Sundberg. The kicker? This email is for a product that isn't even out yet. The CTA encourages customers to shop in order to get a free sample of their perfume that launches later in the month.

“It made me feel valued as a customer...”

I immediately took a screenshot of this SMS from Kopari Beauty to celebrate their birthday. It made me feel valued as a customer and I like that they highlighted the original products that their customers know and love.

“I love receiving Fishwife's emails.”

They're fun, they're colorful, and they're direct. I'm obsessed with how short and effective their emails are.

“Influencer stories are what typically get me to convert...”

This email hit my inbox at the perfect time — I had gotten the classic jar, was almost out of it, and was ready to branch out to a more adventurous flavor. Positing this product release as a new cult fave is both on brand and enticed me to believe people already were loving the limited edition flavor. This was confirmed when I saw they included UGC as social proof. Influencer stories are what typically get me to convert, so I loved the use of this format from a reputable creator whose content values are in line with the brand’s. On top of that, the layout is clean and straightforward with peeks of copy that made my mouth water.