Can email newsletters be sexy?

Too right they can!

Do you ever just open your mail app and think “what sexiness will I see today?” … no, I doubt you do. But think about this; there are specific reasons you’ve opened an email, clicked through to a website, or a completed an action – and that’s because the content is engaging and the email is visually stimulating.

So, what does make an email sexy? As above, content and appearance is key, but don’t forget about brand recognition. Keeping consistency between your newsletters will keep your customers loyal and of course get them talking to their friends; “Hey mate, you’ll never guess what I got emailed today, you’ll absolutely love it!”

Here are some of my recent favourites and why.

Brand: Paperchase

Why does it work?
Firstly, if you subscribe to Paperchase emails, you’ll know exactly why you like them: their subject lines! Secondly, if you aren’t a subscriber – do it now!

 

…. And the subject line for this email is *drumroll please*… Page Against the Machine – 20% off Notebooks.

Paperchase have fun subject lines throughout the year, often themed around seasonal events. And nine times out of then they tend to get a song stuck in your head!

So, what’s outstanding and sexy about this email? Besides the subject line, I absolutely love design; it’s like your very own notepad of things you want and are likely to buy – because you can never have too many notepads in my opinion (I have a huge soft spot for stationery). Paperchase doesn’t need to use large call-to-action buttons, because they’re heavily image-based newsletters and it’s easy to understand where you’ll be taken to when clicking on a product.

See the full email.

Brand: Daisy London

Why does it work?
Looking at the website, and looking back at this email, I don’t think I’d need to see the logo to recognise that this is Daisy London.

It’s one of the cleanest emails I’ve seen, and really utilises and makes the white space work for them.

I love the Instagram-style imagery which represents the type of audience they’re marketing to: think boho-chic / Coachella. It’s also obvious that this is a seasonal campaign – and it certainly makes me want to sit in the sunshine with a fruit cider while making daisy chains!

Next, onto the content. It’s short, friendly and readable, and all the key detail is held above fold (before you must to scroll to see the rest). There’s also a strong call to action (CTA) that you’re immediately drawn to because of the tonal contrast.

See the full email.

Brand: Grenson Shoes

Why does it work?
I really like the clean block imagery and centralised content in this email. I don’t feel bombarded with information, either – which is always a good start.

 

Grenson is a very unique brand within its industry, with all shoes being completely hand-made – and I feel that that comes across in the personality of the brand’s email creatives.

A few things in this email stand out for me. For starters, the subject line “Thank you [First Name]” is sweet and modest. Typically, key content and CTAs (call-to-actions) sit above fold – not in this case, because it’s a ‘Thank you’ message and Grenson has used a letter-style format that feels more personal. They thank [you] for [your] purchase, ask you to complete a one-minute survey (it’s very important to state an estimated completion time when asking someone to complete a survey). What’s more, they advise on aftercare for your brand-new shoes which is a fantastic customer experience.

See the full email.

Still needing some inspiration?

Check out our Hitting the Mark benchmark report – a free download featuring the hottest insights into 100 brands’ email marketing strategy.

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