Subject Line: Thinking about coloring your hair? Chat with a Licensed Colorist for FREE
🎯 Why we love this:
Uses the PAS framework—note how the pain points get solved with the consultation
Spells out the steps to book a consultation and establishes authority as an expert
The images help guide the user visually through the steps—note how the message is delivered even without reading the text
Users can avail offers if they aren’t interested in the consultation or the best-selling products:
To induce conversions, the email quietly features a “Free Shipping” minus the cart threshold on the “notification banner” style section:
📌 What you can learn from it:
Use this emailer for repeat customers or active subscribers (people who click through from your emails)
Make your footer visually attractive and tuned for conversions—note how Sally nudges users with their social links, and app install callouts along with a host of other trust badges:
5. Show Them The Awards
Brand: Shiseido
Subject Line: 2023, A Year Of Beauty Awards
🎯 Why we love this:
Avoids choice paralysis by pairing only a representative product from a category
Maintains a visual hierarchy throughout the email
A newsletter that acts as a promotional email
Drives curiosity on what the bundle is (instead of just showing it)
Product recommendations are highly personalized and attuned to browsing and purchase history
📌 What you can learn from it:
Consider featuring a “get X free samples of your choice for every order with your subscription” type promotion, if you don’t have a virtual try-on tool
Works best for subscribers who’ve added to cart/have made at least one purchase
Alternatively, you can feature a lookbook featuring customers/employees wearing your products
14. Celebrate Their Birthday With a Discount
Brand: L’Occitane
Subject Line: arthur, Happy Birthday! Time to Treat Yourself 🎂
🎯 Why we love this:
Evocative product descriptions
Uses the anchoring effect—(the “FREE” gift and shipping are the focus)
Upsells in bundles (“full-body pampering” and “mouthwatering treat”)
Personalize the discount percentage by purchase history, AOV, and CLV—for example, if it’s a new customer, give 5% off; and in case of a new customer, offer 20% or more
If you are using their name in the subject line, consider using it with your emails too
Build a flow during their birthday month—ensure that you remind them a week in advance (to prepare them)
The email isn’t reliant on images to deliver the message
Rather, the visuals enhance the message
Excellent use of employee-generated content
Offers a bundle, with a free gift “while supplies last” to drive the FOMO further:
📌 What you can learn from it:
This is a typical newsletter format, that drives product discovery, as well as product recommendations
Send browse abandonment emails to all who clicked (but didn’t purchase) through this email
Maintain this format in a frequency, (don’t send too much, or too less)
16. Show Them How To Refill
Brand: Peter Thomas Roth Skincare
Subject Line: JUST IN: Peptide Skinjection™ Refill Pods!
🎯 Why we love this:
Showcases frugality, by offering refillable pods and in turn, drives up CLV
Repeat purchases form about 35% of revenue for eCommerce businesses
Showcases its sustainability statement by proclaiming the pod’s material of construction as recycled
Offers a product up for free to make a stronger value proposition
📌 What you can learn from it:
If you are sending this to repeat customers, personalize the email further with their names
Quantify the rewards with your copy (works awesome for all inboxes, including image blockers)—note how it’s done here:
17. Create Grippin’ Visuals
Brand: Milk
Subject Line: 12-hour grip. All-day glow.
🎯 Why we love this:
The notification bar type section that calls on to shop and increase their loyalty points
Genius email design—the image itself is the background of this email
Use of Occam’s Razor—the email describes as much as needed (while skipping a huge scroll depth)
Yet another email that’s full of text—however, intelligent typography guides the eye
📌 What you can learn from it:
91% of marketers trust in visuals—however, almost 43% of your customers will read your email, without downloading the images
Thus, ensure your images have descriptive alt text (with CSS and HTML formatting) like: “Don’t see the images? ಠ_ಠ Try viewing this email in your browser”
Additionally, it’s always a good idea to rely on HTML to render colors and typography
18. Be Hilariously Frank With Proof
Brand: Frank Body
Subject Line: 🍑 Her butt left a 5 star review.
🎯 Why we love this:
The subject line stands out as the “butt” of all jokes (we couldn’t help it)
A lingo that’s hilariously relatable, yet convincing
Features reviews that continue the message (yet don’t go borderline)
The quiet upsell and the hilarious CTA “Butt Dial Me, Shop My Kit”
Fully goes into the first-person mode—note the use of “my”
📌 What you can learn from it:
This email works best for helping consideration in particular product segments—note how Frank Body features a single product up on focus
Target or retarget your emails to subscribers who’ve viewed a particular product/purchased the product
For those who’ve purchased the product, modify this email’s headline and CTA to ask them for reviews
For example: “My Butt’s Dialling Up Everyone” or “Leave a Butt-iful Review (and get featured)”
19. Help Them Find a Signature Scent
Brand: Hawthorne
Subject Line: Discover the cologne that's uniquely you
🎯 Why we love this:
Drives a quiet upsell (with the confidence of a returns policy)
Ensure that your landing page for the quiz has questions set up with visuals and recommendations set up with powerful product display (and a list of ingredients, testimonials)
Offer free samples up for grabs with your products (to help cross-selling)
It’s worth remembering—a hassle-free returns policy is critical when it comes to the beauty industry
Only 21% of consumers in the US are willing to pack up a product to pick-up for returns
20. Run a Quiz Within Your Email
Brand: Frontman
Subject Line: Which patch is right for you? 🤔
🎯 Why we love this:
Displays choice paralysis (with a dose of fun)
The quiet nod to the upsell through the bundle (at the end)
Describes the product, while the user goes through the quiz
Is convincing without using discounts or a lot of visuals
📌 What you can learn from it:
Perfect for consideration and browse abandoners (who can’t choose between product variations)
Tune your subject line to drive curiosity and attention (and open rates)—Frontman’s subject line does just that
21. Help Them Stick To Their Resolutions
Brand: Baxter of California
Subject Line: Save 15% off today!
🎯 Why we love this:
Tells users that it’s cheaper to save, right at the top section