Luxury brand emails have to be different – but how different exactly?
Here are answers: 27 luxury email marketing examples (and strategies) from luxury brands of all shapes and sizes.
27 Amazing Luxury Brand Email Marketing Examples (+ Strategies)
1. Offer a personalized incentive for signup – like exclusivity
Brand: Arlo Skye
📌 What we love about this lead capture pop-up:
- A tangible yet exclusive gift on offer
- Doesn't reduce the value of the brand
- Can be used to launch a separate quiz flow within the inbox
✅ Key takeaways from this lead capture strategy:
- Delayed but relevant rewards work better for luxury brands
- Try showing images of a recently viewed product in the pop-up
- Consider offering access to ongoing live streams to repeat customers
- Trigger different pop-ups by the page a visitor is viewing – however, do ensure that you are triggering only one pop-up per session
FURTHER READING: 28 No-BS Ways To Get More Email Subscribers in eCommerce
2. Use your welcome flow to educate customers about brand benefits
Brand: Strolleria
Subject Lines:
→ Welcome to the family!
→ Take a look at all of the exciting rewards!
→ We make it easy to shop and pay for your baby gear!
📌 What we love about these luxury brand emails:
- 3-part non-promotional welcome flow to educate and convert
- Clearly organized visual cues to establish brand identity
- BNPL payment options on offer to handle objections
- Option to reply to the email – or give a call
✅ Key takeaways:
- Avoid being promotional from the get-go – instead, establish your brand benefits first
- Use your images to show your products in a natural setting
- Offer clear support options in your emails – note the call, live chat, and direct reply options
- Remind customers from time to time about loyalty benefits
- Research indicates customers want to feel the quality of the products, see real-life people wearing em’
FURTHER READING: Welcome Emails Inspiration: 15 Incredible eCommerce Examples
3. Get your copy and design on-brand
Brand: Erica Weiner
Subject Line: Friday 5: 🐍 Snake jewelry ♾️
📌 What we love about this luxury brand's email:
- Use of emojis – and a super crisp subject line
- Inclusion of the price within the email
- Rich product descriptions that paint the product with words
- Colors remain on-brand to the black and gold in a 70:20:10 ratio
✅ Key takeaways:
- White isn’t the only color to use in your emails – use typography and font sizing to establish a visual hierarchy
- Focus on the product images first – then the email design
- Also, write product descriptions for the mobile reader – note how each description remains crisp (yet visually appealing)
- Your subject lines need to be catchy to actually stand out – and get opened – or in simple terms have a high click-to-open rate (here are some ideas to improve CTOR)
- Make sure your emails are designed with mobile UX in mind – try formatting your emails in HTML – and reduce relying heavily on entire sections built of images
FURTHER READING: eCommerce Email Design: 25 Beautiful Examples (& Why They Drive Sales)
4. Use your emails to offer service to subscribers – like this wishlist 😉
Brand: Saks Fifth Avenue
Subject Line: Your May wrap-up is here
📌 What we love about this luxury brand's email:
- 3 personalized sections to handle cart and browse abandons, as well as repeat views
- Social proof is on offer through the ‘most viewed’ section
- Neatly organized table sections to avoid choice paralysis
✅ Key takeaways:
- This email is perfect for ending your abandonment drip campaigns
- Personalization in emails for luxury brands is a ‘can’t skip’ element – but, make sure your content is relevant
- Research shows that customer expectations, if not met, can work adversely for luxury brands who are just stepping into the online space.
FURTHER READING: 20 email personalization templates (examples from great brands)
5. Feature a cool quiz
Brand: Fender
Subject Line: Artist Trivia: Test Your Knowledge
📌 What we love about this luxury brand's email:
- Gamified email without relying on heavy graphics
- Helps add more data to a subscriber’s profile
- Giveaway on offer for a limited edition product
- Well-crafted CTA’s for each section
✅ Key takeaways:
- Curiosity is a great product discovery driver – use it like Fender has
- Track link clicks from email quizzes – and, create segments out of those clicks
- Launch a custom follow-up flow based on the product – consider showing the journey of the product, a subscriber interacted with – show how it came to be
FURTHER READING: eCommerce Behavioral Segmentation Examples For 2024
6. Tell them your story
Brand: Competitive Cyclist
Subject Line: Pinarello’s all-new Dogma X
📌 What we love about this luxury email marketing example:
- Solves pain points with features
- Adds in a YouTube video for social proof
- Live support options on offer
- A magazine-like feel to the email design
✅ Key takeaways:
- Don’t be afraid to dive deep into technicalities – highly engaged niche audiences need more technical info
- Consider featuring reviews from your TikTok followers as well
- Try retargeting with follow-up emails that offer a 1:1 consultation (exclude purchasers, obviously)
FURTHER READING: 25 Product Launch Email Examples That Drove Massive Sales (+ Templates)
7. Go plain text for abandonment emails – the service matters here
Brand: Universal Standard
Subject Line: Your FREE jeans are waiting
📌 What we love about this luxury email marketing example:
- Helps create a try-on experience instead of directly offering a discount
- Breaks from the template and goes 1:1 with plain text
- Reaffirms brand values in the email footer
- Covers the cost of shipping the product
✅ Key takeaways:
- Nearly 60% of all UK consumers purchase luxury goods on impulse – use this luxury email template to recover carts (and get sales going)
- Directly address the pain point – in this case, the need for personalized fits for high-involvement items like clothing
- Framing an offer is make it or break it for luxury emails – check how the email manages to set a no-nonsense tone
- If this strategy yields no action – consider offering an option to talk to your customer support – or book an appointment in-store
FURTHER READING: 40 Abandoned Cart Email Examples that Actually Win Back Lost Customers
8. Use an ICP – like Loog does with their gifting angle
Brand: Loog
Subject Line: Bono, The Edge, Larry and Adam form a band
📌 What we love about this luxury brand's email:
- Drops in a brand collab subtly – note the mini stratocaster
- Helps subscribers discover U2 (fans assemble)
- Shows a keen understanding of the ideal customer profile (ICP) – their behaviors, interests, etc
✅ Key takeaways:
- Use your analytics tools to find who your subscribers are – and send them content based on their demographics and interests
- Address possible uses of your products – as a gift, or as a collectible, etc.
- Nostalgia marketing is key to luxury brand emails – especially with the 90’s resurgence in luxury brands
9. Partner live stream ❌ Partner taco night ✅
Brand: Food 52
Subject Line: Join us May 2 for margaritas, tacos, and a special guest.
📌 What we love about this luxury brand's email:
- Brand collab in real life
- Helps create a sense of community (and mystery)
- Short and simply sweet design that doesn't waste any time
✅ Key takeaways:
- It doesn't always take a live stream – a 1:1 event helps deliver full value
- Make sure your intended community knows in advance (and make it exclusive) – for example, there's no mention of this event on the socials of Food 52 or Cayman Jack
- Consider offering this invite to top spenders to help retain customers better
FURTHER READING: 19 Customer Retention Strategies that Actually Work (for eCommerce)
10. Offer expert (stylist) advice
Brand: The White Company
Subject Line: A personal stylist’s guide to summer
📌 What we love about this luxury email marketing example:
- An employee-first focus makes the brand more desirable in a shopper's eyes
- Helps establish the expertise of subject-matter experts
- Helps build trust – and create upsells and cross-sells for customers on the edge
- Free shipping on offer with coupon code
- Helps plan for holiday shopping – holiday here means travel
✅ Key takeaways:
- User-generated content for luxury brands needs to be shown through employees – this helps maintain exclusivity (and experience)
- Use this luxury email template after a live stream to help drive conversions – or as a newsletter
- Research shows many luxury shoppers are frequent travelers – therefore travel-based content/products are always welcome
FURTHER READING: Conversational Commerce: 21 Amazing Real-World Examples (eCommerce Brands)
11. Help shoppers plan for the holidays
Brand: Article
Subject Line: Guest room refresh
📌 What we love about this luxury brand's email:
- Sent way, way before Christmas – before any promotions have started
- Helps recommend no-brainer purchases for a particular holiday – ‘hosting guests’ for Christmas in this case
- Shows practicality of the recommendations – note the description of the benches “quadruples as a luggage rack”
- Shows new product launches – while displaying visual cues to offer a risk-free trial
✅ Key takeaways:
- Nearly half of all luxury shoppers plan their holiday purchases almost three months in advance – sending an email about Christmas during the first week of November is just right
- Include a free shipping offer like “order now to get complimentary doorstep delivery” – addressing holiday shopping early can help you get sales while saving on shipping costs
FURTHER READING: Best-Performing Holiday Email Templates for eCommerce (+ Brand Examples)
12. Co-creation 🤝
Brand: Jo Malone
Subject Line: Personalise Your Present is back for a limited time
📌 What we love about this email marketing example:
- Shows the full journey of the product as it's personalized
- Makes it limited by time
- Frames free items as ‘complementary’
- Use of the decoy effect (note the addition of the diffuser to draw attention to the ‘sea salt cologne’)
✅ Key takeaways:
- Endowment effect (putting more value in things we own) is critical for co-creation drives – nearly 29% of new-gen luxury shoppers want customized/personalized products
- Ensure your luxury emails emanate the luxury or show the exclusivity/joy of owning a personalized product
- Don’t forget to add in your standard offers in every email – note the “buy online, pick up in-store…samples on every order”
13. Make your loyalty benefits exclusive
Brand: HBX
Subject Line: New Styles Added: Up to 60% Off for HBX Members
📌 What we love about this luxury brand's email:
- Massive discount on offer
- Creating FOMO by simply avoiding all promotional elements
- Maintains the tone of an announcement
- Usage of hyperbolic discounting (pro members pay to be a part – but 60% seems like a bigger incentive)
✅ Key takeaways:
- Use this email strategy only when you’ve got excess/slow-moving stock to clear – it’s worth remembering nearly 30% of consumers shop luxury goods online for deals
- Consider creating tiers in your loyalty program – offer separate amounts of discounts to separate tiers
14. Evoke the desire to stay on top
Brand: Ellesse
Subject Line: Stay on 🔝
📌 What we love about this luxury brand’s email:
- Subject line grabs eyeballs and speaks directly to the luxury consumer’s psychology
- Unedited product photos showing the products in a neutral setting
- Clear design that reduces cognitive load
- Visual display of offers like “next-day delivery…30-day returns”
✅ Key takeaways:
- Try including in your copy how a subscriber will become one of the first to get access to the product – nearly 50% of luxury shoppers will shell out more, just to be the first people to own that product
- Communicate that you have next-day delivery and a long returns window, in your emails
- Both are critical to luxury shoppers – according to Klarna, most luxury shoppers are twice as likely to expect next-day delivery
- If you’re worried about costs, offer same-day pick-up options – nearly 54% of millennials do want this option
- Try including your estimated delivery date from the email date – like ‘get it by xx/xx’ – but make sure the period doesn’t go beyond 5 days
15. Go stand up for your cause
Brand: Hobo
Subject Line: Last Call! Help Us Support Habitat for Humanity
📌 What we love about this luxury brand’s email:
- Creating a limited-edition product that supports a cause
- Generates a hint that this tote may end up becoming a collector's item – note the use of the word ‘special’
- Use of microcopy to drive the offer home
✅ Key takeaways:
- Sensible luxury isn't a trend – research shows that the new age of luxury shoppers care for the greater good – for themselves and the environment
- Consider showing more affordable items (like the $28 tote) in your emails – this is because of the “lipstick effect” (smaller indulgences are more likely to get sold in large numbers, due to economic downturns)
- However, make sure to remove the objection first – as HOBO has, with their cause
- Consider showing your impact once every month or at intervals – show the contributions of individual customers as well
16. FOMO – all the way
Brand: Jenni Kayne
Subject Line: HURRY: The Chloe's Almost Gone
📌 What we love about this luxury brand’s email:
- Shows every variant of the product
- Doesn't try too hard to establish why the sweater is great
- Image overlays help deliver the copy
- Shows the product in good detail, up close
- Helps generate scarcity through stock limits
✅ Key takeaways:
- The less is more effect is important in luxury emails – this is to ensure that shoppers don't feel they are being hurried or sold to
- Minimizing your promotional elements does help – but make sure you've added the scarcity touches subtly, as Jenni Kayne has
17. Tease a product launch
Brand: Alexander Wang
Subject Line: guess who’s expecting
📌 What we love about this luxury brand's email:
- Humorous yet visually striking imagery, teasing the product
- Preview text continues the message “due soon”
- It leads to a custom waiting room
✅ Key takeaways:
- Use pre-launch emails to drive giveaways and quizzes – the incentive should be exclusive access (not a free product, duh)
- Try leaving hints in your emails – like a treasure hunt leading up to the launch
- Tie your social media profiles as well – leave hints that users should check their emails (if they haven’t signed up already)
FURTHER READING: eCommerce Product Launch: The Most Comprehensive Guide Ever
18. Ask for customers' preferences
Brand: Aden + Anais
Subject Line: Help us pick new prints!
📌 What we love about this luxury brand's email:
- Helps upsell bundles
- Allows customers to curate products
- Creates loyal fans out of customers
- Helps update customer preferences
✅ Key takeaways:
- Keep customers engaged with your brand – and it doesn't always have to be promotional
- This email marketing strategy is fantastic for luxury brands looking to get reviews – and repeat sales
- Use surveys to update yourself on who your customers are – or exactly how old they are – and what they want
FURTHER READING: 17 Unconventional Post-Purchase Emails (+ How to copy them)
Quick Stat: As of 2024, millennials are 40% of the luxury market, GWI says
19. Celebrate the customer
Brand: Loop Earplugs
Subject Line: Your Loop-a-versary is coming
📌 What we love about this luxury brand's email:
- Helps customers feel a part of the brand
- Clear CTA buttons that help navigate image blockers
- Helps reactivate shoppers who have been disengaged from the brand
- Helps increase customer lifetime value (CLV)
- Message to add the sender to the address book – this helps increase the email’s security
✅ Key takeaways:
- Anniversary emails can be about you and the subscriber – use your emails to remind them how important they are to you
- Don’t start with a discount in anniversary emails – only offer one, if a shopper hasn’t been active for a while
- Consider offering a 1:1 session through your emails to provide better service – 53% of all luxury shoppers will pay more for brands to which they have an emotional connection
FURTHER READING: 14 Underutilized Strategies for increasing customer lifetime value in eCommerce
20. Show the post-purchase journey through your newsletters
Brand: Murf
Subject Line: Bike Safety: Lock It Up
📌 What we love about this luxury brand's email:
- Shows what the post-purchase experience will look like
- Helps create customers out of apprehensive subscribers and repeat sales from cross-sells
✅ Key takeaways:
- Segment your email newsletters for existing customers – and, apprehensive subscribers on the edge
- Ensure that the emails aren’t vastly different – tune the tonality by purchase stage – for example: add a hook like “grab your {product} + FREE KIT” for subscribers who haven’t made a purchase
FURTHER READING: Deliver An Amazing Post-Purchase Experience: 17 Ideas (& Examples)
21. Send a self-care note
Brand: Aesop
Subject Line: A leisurely affair
📌 What we love about this luxury brand's email:
- Skips the CTA structure – and goes straight up as a note
- Inspires customers to jump to action – with a clear “how-to”
- The cat – the advice – the tonality
✅ Key takeaways:
- Luxury emails don’t always have to show or announce products – they can be personal like the one above
- Try exploring the self-care angle in your luxury emails – according to Amazon’s research, nearly 50% of all luxury shoppers buy products for themselves
22. Re-engage customers
Brand: Tony Bianco
Subject Line: WE MISS YOU 💔 HERE'S 15% OFF
📌 What we love about this luxury brand's email:
✅ Key takeaways:
- Failing to follow up – that’s where you lose customers – 80% of consumers agree that speed and efficiency are supreme for customer satisfaction
- Most luxury brands end up making this fatal mistake to not be seen as promotional (but it's time you stop)
FURTHER READING: Re-engagement Email Examples That (Actually) Win Back Subscribers
23. Educate – and build the hype
Brand: Praesidus Watch Co.
Subject Line: The Allies' Lifeline: C-47 Skytrain
📌 What we love about this luxury brand's email:
- A perfect history lesson with just enough content
- Jumps on the vintage and upcycling trend
- Pays homage to our fallen heroes – note the preview text “A WW2 Icon explained”
- Helps create a pre-order using a custom product launch landing page
- Usage of on-site content to help establish the email's story
✅ Key takeaways:
- Luxury emails should communicate the quality of ingredients, the carbon footprint, and the longevity – remember 72% of luxury shoppers buy luxury items because they last longer and hold their value
- Use stories in your emails to connect with luxury shoppers – according to Google, storytelling is the key to retaining luxury shoppers
- The story of a World War 2 machine is what drives this luxury email campaign – it innately signals that the watches will in fact be limited in numbers
FURTHER READING: 23 Inspiring 4th of July Email Campaigns (& 12 Great Subject Lines)
24. Show that you took their feedback into account
Brand: Pagerie
Subject Line: You Asked, We Listened.
📌 What we love about this luxury brand's email:
- Easily scannable design with the right number of visual elements (like the infographic)
- Shows the product in use by the intended audience – dogs
- Follows the Z-pattern to help scannability
✅ Key takeaways:
- 77% of customers favor brands that actually listen to feedback – luxury brands are no exception
- Luxury goods don’t have a replenishment angle – however, sending an email like this one to your regular subscribers can help generate new purchases
- Just show it as a logical upgrade to their last purchase – offer a buy-back or ideas for repurposing their existing product
FURTHER READING: Writing Replenishment Emails That Convert
25. Send a thank you email for browse abandonment
Brand: Jaxxon
Subject Line: Thank you for visiting Jaxxon.com
📌 What we love about this luxury brand's email:
- Subject line stands out from the rest of the inbox
- Handles browse abandonment, intelligently
- Link to a quiz to help create a customer profile
✅ Key takeaway:
- Time your email right – a subject line like this one will lead subscribers to take note (especially if you send it within the hour)
26. Offer an exclusive re-buy opportunity
Brand: Mytheresa
Subject Line: {name}, resell your pre-loved items for Mytheresa credit
📌 What we love about this luxury brand's email:
- Creates a shroud of hush-hush exclusivity
- Offers $$$ value for items that aren't even from Mytherersa
- Helps generate repeat purchases
✅ Key takeaways:
- According to Deloitte, more and more consumers are shifting to buying second-hand goods – and so are luxury brands
- It may also be a great idea to showcase your vintage (or reseller) programs in your newsletters
27. Turn up the conversational aspect in your back-in-stock emails
Brand: Jamie Haller
Subject Line: The Loafer is Clove Suede is back
📌 What we love about this luxury email marketing example:
- Turns a transactional email into an engaging email
- A subtle yet convincingly ‘human’ approach with just the right amount of social proof
- Includes a personal note from the founder
- CTA reinforces the quality along with the images – “shop the softest loafer”
✅ Key takeaways:
- Send your back-in-stock email to all subscribers who’ve signed up from your out-of-stock product page first
- Avoid overusing CTA’s in your emails – let readers read first (and take action)
FURTHER READING: 24 Best Back-In-Stock Email Examples (+Templates)
People Also Ask
What does a good luxury brand email look like?
A good luxury brand email has the following characteristics:
- acts as a mode of communication
- is subtly promotional while driving sales
- manages to be conversational and emotionally connected
- feels well thought out and visually appealing
- skips product image carousels – and focuses on showing high-quality single images
However, the definition of a ‘good’ email for a luxury product, depends on the product itself. Back in 2020, everyone expected the luxury industry to wither – it would become an industry fueled by ‘cultural and creative excellence.’
In 2024, the definition of luxury has changed – and so has the customer. Now, more than 75% of all luxury purchases are influenced by online channels.
Thus, it’s only natural that emails carry forward the torch from the website.
What are the best email marketing strategies for luxury brands to engage shoppers?
1. Offer a personalized incentive for signup – like exclusivity
2. Use your welcome flow to educate customers about brand benefits
3. Get your copy and design on-brand
4. Use your emails to offer service to subscribers – like this wishlist 😉
5. Use a quiz to direct your attention to collab products
6. Show the journey of the product
7. Go plain text for abandonment emails – the service matters here
8. Use an ICP – like Loog does with their gifting angle
9. Partner live stream ❌ Partner taco night ✅
10. Offer the store experience with employee-generated content
11. Help with planning for the holiday season
12. Co-creation 🤝
13. Make your loyalty benefits exclusive
14. Evoke the desire to stay on top
15. Go stand up for your cause
16. FOMO – all the way
17. Tease a product launch – but don’t tell what it is
18. Update customer preferences
19. Celebrate the customer
20. Show the post-purchase journey through your newsletters
21. Send a self-care note
22. Re-engage customers
23. Educate – and build the hype
24. Show that you took their feedback into account
25. Send a thank-you email for browse abandonment
26. Offer an exclusive rebuy opportunity
27. Turn up the conversational aspect in your back-in-stock emails
Just one step away from hitting send?
Most luxury brand owners don’t see email as a serious revenue stream.
Even if they do, most end up sending the same templatized versions of emails from other brands.
Ask them about the importance of email marketing, and you'll hear:
“We don’t really have a major strategy,”
“We mostly use generic templates,” or
“We just send emails to people on our list.”
BUT AT THE SAME TIME:
There are stores out there that drive 30%+ of their revenue from email marketing.
Engage can help you do the same - Book a free demo.
We’ll show you:
- workflows we can create for your store,
- proven ways to drive 30% or more $$ from email alone, and
- successful templates and strategies from the best luxury brands (and others)
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