Client: BARTON Watch Bands — interchangeable watch bands for fashion and function
Audience: Age 25-44 males who are college-educated, urban, high-income, and enjoy a narrative with their purchase
Challenge: In this one-time email to engaged subscribers, encourage sales of Elite Silicone Bands on National Video Games Day.
Tone: Adventurous but Sophisticated, Fun but Professional, Rugged but Techy
Strategy: I personalized the subject line with the reader’s name and “Game On” to intrigue this primarily younger male audience. Originally, I started with a line about an “Animal Crossing Andy” and a “Gamer God,” but that was a bit too niche, even for this audience.
I structured the email around first-person shooters (“leaderboards,” “360 no scopes,” and “zombies”) and Fortnite (“hot drops with your squad”) because those are the most popular in that demographic. To include every type of gamer, I also made references to story mode, Nintendo, Animal Crossing, and Minecraft. There may be fewer of them but they’re extremely engaged in their fandoms, so a mention can put them in a buying mood.
The headline is accessible to everyone (“Level Up Your Style”), but the CTA at the end (“It’s Dangerous to Go Alone/Take This”) is an Easter egg for Elder Millennials. If they weren’t convinced already, then a curiosity-nostalgia click at the bottom might be just what they need to engage.
Designer: Luigi Oblena
Subject Line: Game On, <Name> | Snippet Preview: Happy National Video Games Day
Results: Open Rate of 65% | Revenue of $2,000+
Client: WAYB — designs and manufactures sustainable, safe travel gear for kids
Audience: More of a psychographic than a demographic (about what they do/want more than their age). High-income earners who are well-educated, environmentally conscious, and want to travel with their kids. They demand quality, safety, ease, style, and simplicity (without compromising in any area).
Challenge: In this part of the Welcome Series, get the audience to connect with WAYB on socials. Because this is a higher-ticket and high-stakes product, the audience might need more exposure to the brand to build enough trust to purchase.
Tone: Warm, Witty, Humbly Transparent, Upbeat, Calmly Confident & Conscientious
Strategy: I mixed a benefit (sunshine) and rhyme (timeline) in the headline of the email so it connected with the snippet (brighten) and the “we’ve got you” positive energy WAYB gives off.
This audience is busy, so I kept the copy short and full of what they care about — acknowledging their struggles (“when you don’t have time”), focusing on joy, and validating their parenting efforts (“you’re rocking it.”) A bit of alliteration with “Follow For Fun” and “on-the-go gear” helps express the light-and-fun side of the brand.
In the Footer, I summarized WAYB’s key pillars, focusing on the audience instead of the brand. Hearing “We make a safe car seat” isn’t as powerful as picturing the deep benefits of “everyday adventures” or “more memories.”
Subject Line: Connect With Us, <Name> | Snippet Preview: Brighten up your day
Client: Shock Surplus — supplies vehicle components and service
Audience: People who are offroad or overland explorers, street performance cars, racecar drivers, or daily drivers who want to customize their experience.
Challenge: In this stand-alone, targeted campaign email, provide educational information to people considering lowering their vehicles.
Tone: Straightforward, Educational, Empowering, Expert but Accessible, and Non-Salesy
Strategy: I used casual words like “hey” and phrases like “there’s no question” to express that Shock Surplus is your trusted car-guy friend rather than a parts salesman. By using “your ride” and “your suspension,” I nudge the readers into visualizing themselves after the purchase.
Instead of pushing the sale, I caution against making an impulse buy (“avoid putting unnecessary strain on your components”), building trust, and showing that this brand is an expert with the audience’s best interests at heart.
Designer: Luis Martínez
Subject Line: Lower Your Vehicle the Right Way | Snippet Preview: Your front-to-back lowering mega-guide is here
Results: Open Rate of 58.2% | Revenue of $20,000+
Client: Glimmer Wish — a self-care product line created by 10-year-old Sydney
Audience: 1. Moms with daughters aged 3-15, and 2. Women 18-25. Both enjoy cheerful, bright, magical aesthetics (Unicorns and Mermaids) and healthy, clean, quality products.
Challenge: Create excitement around the 1 year anniversary of Glimmer Wish and drive sales to the most popular products.
Tone: Fun, Excited, Bubbly, Magical (World-Building & Escapist)
Strategy: The world of Glimmer Wish has specific characters and phrasing that I keep consistent. We don’t add Elves at Christmas, but we always “sparkle” in “dream land.”
For this email, I selected testimonials from customers for each product and bolded the most important ideas. I would typically use first names and last initials with the testimonials, but I didn’t want to break the immersion of the Unicorn and Mermaid world or potentially single out the names of children.
Because the testimonials were a bit wordy, and I didn’t want to make the email longer, I made the most of the CTAs and a little “PS” to include the fun (emojis and rhymes) and benefits (“Shining Hair,” “No-Tangle Manes,” “Glowing Skin”).
Designer: Char Ponce
Subject Line: The Top 4 Items You Love 
| Snippet Preview: See this year’s winners
Results: 65% Open Rate | Revenue $600+
Client: Oliver Gal — contemporary trendsetting fashion wall art
Audience: 34-54-year-old lady bosses who are style and fashion-obsessed and affluent (or aspiring to be)
Challenge: 1. Create an order confirmation email that provides transactional information with a splash of Oliver Gal attitude
Tone: Elevated, Confident, Imaginative, Curated, Authentic & Captivating
Strategy: Because Oliver Gal is all about standing out from the crowd, I made this email as personalized and bold as possible. I used the customer’s <Name>, the <Product they Purchased> in the copy and as an image, and “My” in the CTA to connect, praise, and reinforce the purchase. Because people generally only glance at confirmation emails, I formatted the compliment “You’ve got great taste” to stop the skim and make them feel validated enough to read on.
Rather than overload them with generic production time charts, I provided a subtle link and turned the potential challenge of wait time into a feature by emphasizing the exclusivity of a handcrafted piece. The “Goodbye boring” sign-off also catches the eye by being unexpected and reinforces the rebellious, empowering feeling Oliver Gal embodies.
Designer: Kristen Musloe
Subject Line: Your Order Confirmation | Snippet Preview: We love your choice | Alternate: Your walls will thank you, <Name>
Client: TEAONIC — brews & drinks that are good for you
Audience: Health-conscious, wellness-oriented, mid-to-high-income people who want a sugar-free drink that does more than hydrate
Challenge: Educate customers about different products through a fun, one-off summer campaign
Tone: Friendly, Fun, Encouraging, Easygoing
Strategy: I structured this email as an old-school Buzz Feed Quiz (“Which Summer Brew Are You?”). For those in the audience who get the reference, they’ll smile. For those that don’t, they’ll just be curious.
Instead of just listing 5 products and what they do, I made the product personal by connecting them to the reader’s personality. I also used subheads with the main idea in bold to catch their attention if they start skimming (“I Want It All,” “Me-Time”).
Regardless of age, many TEAONIC customers have or are trying to prevent health issues, so I touched on their wellness journey benefits (“keep your adrenal health on point,” “say goodbye to feeling puffy,” “make the most of every minute”) while keeping the copy fun and summery (“poolside,” “ice cream truck,” “soak in some rays”).
Design by: Rafael Braga Marcilio
Subject Line: Which Summer Brew Are You, <Name>? | Snippet Preview: Choose from 5 fun-in-the-sun vibes
Results: 56% Open Rate | Revenue $500+
Client: Rivers are Life, a platform supporting river conservation work across the globe through film
Audience: 1. The general public who enjoys the outdoors, nature, adventures, traveling, and sustainability. 2. Conservation groups or individuals involved in river projects themselves. 3. Potential future partners who can help spread the message (universities, NGOs, media platforms).
Challenge: Write the first email in a Welcome Series. Tell the audience thank you, what’s next, and a bit more about the brand.
Tone: Positive, Inspiring, Friendly & Educational
Strategy: Rivers are Life isn’t selling anything. The people who sign up for this email list care about film, the environment, and making a difference, so I touch on the most powerful of those ideas with the subject line (“Welcome to the Movement), the Snippet Preview (“Lasting change starts with you”), and the header (“Change the World”).
The doom and gloom message of global warming does a great job of overwhelming, depressing, and shutting down an audience, so instead, Rivers are Life promotes hope, connection, and action. I encouraged and reinforced the feeling of camaraderie (“Together, We Can Do More”) without making it unbelievable or cheesy with definitive or minimizing language like “it’ll be easy, we’ve got this, everything will be fine.”
In the later body of the email and the footer, I used longer, flowing sentences to match the river vibe and because this audience is engaged enough to read more than someone who signs up for a coupon code.
Designer: Luis Martínez
Subject Line: Welcome to the Movement, <Name> | Snippet Preview: Lasting change starts with you
Client: X-Pole
Audience: Retail customers are women 18-22, but they also supply Cirque de Soleil, Olympia, Arnold & FIBO
Challenge: Highlight the new additions to the Aerial Category to encourage sales
Tone: Bold, Fearless, Fun, Artistic, Trendy, Professional
Strategy: I used a mixture of slang (“you need these upgrades in your life”) and more luxurious language (“scoured the world,” “cleanest execution”) to express X-Pole’s combination of being both accessible and high-end.
Because the products can be used by both your next-door neighbor and professional stadium-level events, inclusiveness is a big part of the brand. I spoke to both audiences at once by focusing on the benefits of the gear that both beginners and pros appreciate (“save your silks,” “rig anywhere,” and “descend with ease”).
If they’re still reading at the end of the email, they’re likely a beginner doubting their purchase. I wrote the “pole-tential” pun to remind them why they love X-Pole (fun and fitness). I chose “at-home pole rockstar” and “crush your aerial fitness goals” to give that extra ego boost and future success imagery (with the products as their way to achieve it).
Designer: Irene Ruiz
Subject Line: Pssst! New Product Drop | Snippet Preview: Gear to perfect your routine, <Name>
Results: 81% Open Rate | 3.4% Click Rate | Revenue $17,000+
