Email 1: The big reveal. An email announcing the launch of the new jewelry (I would have teased the launch a few times before this flow, so there’s context and anticipation). The email will have images of every piece in the collection, with one-liners that talk about what each piece is. CTA invites them to shop the collection.
Email 2: image-heavy email of the collection “in the wild”. Different ways the jewelry has been styled on models, influencers or UGC creators before launch. The idea is to show the customers how they can style the pieces. With that, they can picture themselves using the pieces.
Email 3: Leverage our existing relationship and use it to evoke positive feelings about the new collection. Something like “if you loved our 18-karat monogram gold bangle, you’ll love our 21-karat bracelet”. If the brand has many products, we can choose the most popular or the ones closely related to the new collection. The idea is to remind them that they’ve loved stuff from us before and will like this new stuff too.
Email 4: A purely sales email inviting them to shop the new collection. The email is sprinkled with emotional benefits of each piece in the collection.
(This sequence would look slightly different if the brand wanted to give a discount at launch. All the email copy would have included the discount and some urgency to use it)
Email 1: The big reveal. An email announcing the launch of the new jewelry (I would have teased the launch a few times before this flow, so there’s context and anticipation). The email will have images of every piece in the collection, with one-liners that talk about what each piece is. CTA invites them to shop the collection.
Email 2: image-heavy email of the collection “in the wild”. Different ways the jewelry has been styled on models, influencers or UGC creators before launch. The idea is to show the customers how they can style the pieces. With that, they can picture themselves using the pieces.
Email 3: Leverage our existing relationship and use it to evoke positive feelings about the new collection. Something like “if you loved our 18-karat monogram gold bangle, you’ll love our 21-karat bracelet”. If the brand has many products, we can choose the most popular or the ones closely related to the new collection. The idea is to remind them that they’ve loved stuff from us before and will like this new stuff too.
Email 4: A purely sales email inviting them to shop the new collection. The email is sprinkled with emotional benefits of each piece in the collection.
(This sequence would look slightly different if the brand wanted to give a discount at launch. All the email copy would have included the discount and some urgency to use it)
Oooh, I love your strategy for E2 and E3! Especially the idea of cross-selling legacy items with the new collection (E3). Good ideas, Amina!
Thank you ☺️