Unearthing Gems of Email Marketing In The Wild

My inbox is overflowing with emails, and I have to be honest:

Many of them suck.

Some are ok.

And only a handful of emails are done really well. 

It’s exhilarating to come across a true gem that exemplifies email excellence. It makes my heart sing! From stellar copy to thoughtful design to overall CX, there’s much to learn from brands that have nailed their emails.

So… I’m going to start sharing inspiring examples from my own inbox. And this first feature is one of my faves: Cotopaxi’s welcome email. 

This email captivates my attention. It’s a perfect example of how to craft an impactful and meaningful first-touch email with a brand committed to more than simply making a sale — they’re a business as a force for good. 

Let’s dissect this email and uncover what Cotopaxi’s welcome email does well.

Header: DO GOOD.

👏 Why it works: This mission-first approach immediately tells you what Cotopaxi stands for. It transcends the typical sales pitch, aligning the brand with a cause and creating a deeper connection with the audience. It’s a powerful way to communicate that their brand ethos is about more than just products; it’s about making a positive impact.

_____

Body Copy: A Letter from the Founder

👏 Why it works: Personal stories resonate. When the founder shares the brand story, it creates a sense of authenticity and trust. This approach leverages the power of storytelling to build a strong emotional connection with the reader, establishing trust from the very first interaction.

_____

Images: Illustrating Impact Over Products

👏 Why they work: Instead of typical product images, Cotopaxi uses visuals that represent the positive impact of each purchase. This strategy shifts the focus from consumerism to altruism, appealing to the customer’s desire to contribute to a greater cause. It’s a brilliant way to make customers feel good about their purchases.

_____

BCorp Logo: A Symbol of Ethical Business

👏 Why it works: Displaying the BCorp logo is a testament to Cotopaxi’s commitment to social and environmental responsibility. This certification is not easily earned, and showcasing it prominently reinforces the brand’s dedication to being a force for good. It’s an effective way to communicate their values and build credibility.

_____

Segmented CTA Buttons: Strategic Engagement

👏 Why they work: While I almost always recommend a single CTA, Cotopaxi cleverly uses multiple CTAs in their welcome email to gather insights about new subscribers. This strategic move allows for future personalized content, enhancing the relevance and effectiveness of their email marketing. It’s a subtle yet smart way to ensure that future communications are tailored to the subscriber’s interests.

How YOU Can Craft Emails That Resonate and Inspire

Cotopaxi’s welcome email is a masterclass in email marketing. It beautifully balances mission-driven messaging, storytelling, visual impact, ethical branding, and strategic engagement. This email not only serves its immediate purpose of welcoming new subscribers but also sets the stage for a long-term, meaningful relationship with the brand.

If you’re a business owner, CEO, or Head of Marketing, this example is a powerful reminder of the potential of email marketing. It shows that emails can be more than just a tool for promotion; they can be a platform for storytelling, value sharing, and building a community around your brand. Take inspiration from Cotopaxi and strive to create emails that inform, engage, and resonate deeply with your audience.