Sometimes the thing that makes a product shine is how it’s produced. The love, time and craftsmanship that goes into each piece can make it entirely unique. What better way to let people know how it’s made than an email highlighting the ins-and-outs of the process. These emails contain photos of the products being made and the people that make them. They highlight stories about where they come from, the history behind the products, and what makes them special. You can even learn how buying them can help a cause.
From: Crate and Barrel
Subject Line: 15% off + 5 reasons you’ll love a Crate and Barrel sofa.
I love how digestible this content is. It’s broken down into 5 sections, each with a short and to-the-point title. The pictures selected for numbers 1, 3 and 4 show the behind-the-scenes process well, which are a fantastic addition. I’m not sure that I like how much real estate the sale message takes up at the top, but at least they do a nice job tying the two messages together with the title “5 Reasons Your Next Sofa Should Be a Crate and Barrel Sofa.”
Subject Line: These Goods Have Roots
This email has nice flow with the left-to-right image placement and overlapping pictures. I also appreciate the variety of image types which include both square-cuts and cut-outs, as well as products and process shots. However, the copy in this example isn’t very scannable. Some bolded headlines or keywords could help with that.
From: west elm & Rejuvenation
Subject Line: Meet Rejuvenation + take 20% off!
This email’s focus isn’t the craftsmanship, but it’s included as a supporting selling point. I like the way they integrated the information with the color block + arrow and the behind-the-scenes image of the product being assembled. It’s just the small touches like this that make a product stand out as being more special.
From: west elm
Subject Line: We’re changing the world, one handcrafted piece at a time.
As opposed to the last email from West Elm, this one is solely focused on the craftsmanship behind the products. It takes a much different approach than the other examples with an entire lack of story. Instead they use a giant hero image that makes the message clear, along with a title and a link to learn more. This email is great for those with short attention spans that don’t want to do a lot of reading, and the call-to-action to learn more can help to drive click-throughs. My only gripe is the opening title is a bit wordy – I might swap the sub-header with the headline.
To sum it up, sending an email like this is a great way to show your product has more to offer than the average cookie-cutter product straight off the assembly line. Highlighting the custom work, small details and the thought put into each design can really set your products apart from the competitors. As we’ve learned from these examples, it’s a good idea to include images of the products being made and remember to make text scannable by using bold headlines or keywords.