Offering custom products is a wonderful way to provide your customers with unique items no one else has. Who doesn't like one-of-a-kind?
Whether custom products are all you sell or just one of your offerings, you need a way to tell your customers about them. And there’s no better way to do that than the most customizable marketing strategy– emails.
Today, we’re looking at an email I got from Called to Surf about one of their custom products. We'll break down what they did and then discuss how to imitate it for your business.
Great Email Breakdown
Subject Line and Preview Text
This email was part of Called to Surf’s Mothers Day campaign, thus the subject line. It’s simple and to the point. I love that they included the word “custom” in the preview text to entice you to open the email. (It worked on me, anyway.)
Above the Fold
The first thing you see when you open this email is a simple graphic covering what the email is about. The image is pretty, and the copy is appealing, encouraging you to keep scrolling.
The Customizations
Next, they include four pictures and a few lines of copy covering how you can build a custom necklace. Once again, it’s clear, simple, and to the point.
CTA
Below the customization graphic is a “shop now” button. It’s understated to the point of underwhelming, but it gets the job done.
Final Graphic
The email closes with another graphic showing more images of different customizations. One is a repeat from the header image, which I would have loved to see swapped for another custom necklace photo (there's no way they only have two custom necklace images in their library).
How to Write an Email Like This
#1: Keep It Simple
What I like best about this email is how clean and simple it is. There are no loud graphics or blocks of text. It uses the brand look and a gentle pink color in honor of Mother’s Day. The design is simple, with trim and compelling copy.
There’s a time and place for flashy designs or long copy. But honestly, the shorter your email is, the harder it is to write. In an email like this, every word has to be perfect.
When making your next email, see how you can simplify it. Can you take out an image or two? Can you shorten the copy to a single paragraph or line? How can you make the email as understandable as you can for the reader?
#2: Use Steps
People love reading steps. It makes our brains go brrr (yes, that is the scientific term). While they don’t label them as steps, Called to Surf uses the concept to showcase how to build a necklace. It allows the email to be skimable and easily digestable.
See if you can break down your customization process into 3-5 simple steps. This is also a great way to see how well you know it. Once the steps are decided and the phrasing polished, you can use it anywhere you want. Your website, social media, emails, or even a video.
#3: Use Keywords in Your Subject Line/Preview Text
Around holidays like Mother’s Day, people get a lot of emails. They’ll probably just delete most of them. That’s why you want to include an enticing offer right in the part of the email they see when scrolling through their inbox- the subject line.
You don’t always have to do this, but it helps subscribers know what to expect when opening your email. Words like customize, custom, and made-to-order grab attention and encourage clicks.
#4: Remember the CTA
As I said, I don’t love the CTA they included. It feels overlooked, like they inserted the button block without changing the text or default colors. I would have loved to see it with original copy, a more stand-out design, or both.
When including a button to shop your custom product, you need to make it clickable. Even if your email is perfect, a poor CTA can lose sales. Use phrases besides “shop now”, such as “build your necklace” or "start customizing today". Then, make sure the button stands out and encourages clicks.
Thankfully, creating a custom product email is just as simple as your process for making the product itself. Break down the steps, showcase the options, and include a CTA. Then, you've got an easy email you can send out today.
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