Absolutely LOVE the emails we created for ESAS Beauty.

Here's our approach to designing them:

1. Seasonality and timing

We created these emails around November/December...

Which means we were able to leverage fun assets like:

🍂 Fall leaves 🌲 Pine trees ❄️ Snow

To give it a seasonal touch while staying on-brand.

2. Education-based

Since their fragrances are all-natural and toxin-free...

We had to educate new subscribers (and remind existing customers) about the:

🧪 Toxins found in conventional fragrances ⚠️ Potential side effects of using these fragrances ✅ Benefits of using all-natural fragrances instead

This led to a huge increase in net new customer sales and recurring sales – without having to rely on discounts.

3. Brand tone and voice

Fragrances are much harder to sell online since consumers can't smell the scent through the screen like in a retail store...

So we had to focus on capturing the unique scents of every product based on:

👉 Ingredients lists 👉 Customer types 👉 Testimonials

That way, customers felt like they knew exactly what scent they would receive in the mail and it was right for them.