11 ecommerce brands with stunning email marketing designs - and what you can learn from them

11 ecommerce brands with stunning email marketing designs - and what you can learn from them

Here at UWP we know well ourselves what impact the right email campaigns can have. Shopify email marketing design that is based on data and the most engaging and relevant content can really ramp up your revenue - quickly.

But it’s sometimes difficult to know where to start in email marketing, unless you’ve first got acquainted with at least a few examples of how online stores have captivated their audiences via this communications format. 

So, let’s make that a little easier for you, citing ecommerce stores for which we are full of admiration for their compelling, impactful and on-brand email marketing designs (courtesy of the friendly team at ReallyGoodEmails.com).



#1 Bumping up the copywriting like Who Gives a Crap ✅  


Image source: ReallyGoodEmails. Email 1 and 2.


Having been established out of dismay at the fact that approximately four in 10 people across the globe – that’s some 2.4 billion people – lacked access to a toilet, it’s fair to say that Who Gives a Crap has strongly answered the clarion call posed by its brand name. 

As one might imagine from its moniker, Who Gives a Crap has a healthy taste for toilet humour. Even more importantly, through the sales of its ethical toilet paper and related products, the brand has donated some £5.3 million to date – which isn’t a crap outcome at all. 


What can we learn from their email marketing design?

So, how has all of the above translated to Who Gives a Crap’s email marketing campaigns? Well, it has manifested in highly self-aware and personal copy, stripped back to precisely that. 

This is a brand that clearly doesn’t believe in giving anyone a bum deal. Instead, its email newsletters are bubbling with humour and personality – just the thing for distinctively promoting a category of product that, after all, would already seem to be widely available elsewhere. 



#2 Striking a personal chord like Outdoor Voices 

Image source: ReallyGoodEmails. Email 1, 2 and 3.


The New York brand Outdoor Voices introduced itself to the UK with some panache in 2016, when The Guardian’s Morwenna Ferrier hailed its offerings as “sort of Yeezy-wear without the price tag and without the queueing.” 

For its own part, the brand has described itself as “on a mission to Get the World Moving, because we believe Doing Things – moving your body and having fun with friends – is the surest way to a happy and healthy life.” Its commitment to appealing to humanity extends to support for “equality and human rights for everyone.”


What can we learn from their email marketing design?

Do Outdoor Voices’ email marketing campaigns align well with its stated values centred on the “human, not superhuman”? They certainly do.  

Any brand delving into email marketing design can particularly strike a chord with its e-newsletter recipients via personalised emails, including on key dates such as the customer’s birthday. We suspect you never thought of sending such heartfelt communications to your subscribers on their half-birthdays, though. 

Yep, Outdoor Voices has done that, while optimising the impact of such emails with minimal designs, funky illustrations and clear calls to action (CTAs). It’s a reminder that just a touch of sideways thinking could go a long way in your own next ecommerce email marketing design. 



#3 Using tasteful aesthetics like Apple ✅

Image source: ReallyGoodEmails. Email 1 and 2.


How far are you right now from a Mac, iPad or iPhone? The pace with which the erstwhile Apple Computer, Inc. has come to assume nigh-on transcendental status across our culture is frankly staggering, to such a point that even some of its latest innovations can be easily overlooked. 


What can we learn from their email marketing design?

The Cupertino giant achieved the ubiquitous brand reach it enjoys today, in part through a reputation for pioneering verve – and there are potential lessons in that for everyone, including across the celebrated brand’s email marketing campaigns. 

A good starting point is to note how well-aligned the aesthetic of Apple’s marketing emails is with that of its website; the subtle colour palettes, smooth browsing experience, minimal calls to action and inviting copy are all quintessentially Apple. 

It’s a formula that enables Apple to distribute e-newsletters that are packed entirely with product CTAs, in a manner that nonetheless feels elegant rather than overly busy. 



#4 Making a mark with imagery like Tattly 

Image source: ReallyGoodEmails


Another product of New York – specifically, Brooklyn – Tattly has been instrumental in reshaping how we think about temporary tattoos. Quite rightly, the brand refused to believe that this often-overlooked product category should be synonymous with uninspiring design and poor quality. 


What can we learn from their email marketing design?

Tattly has shown that temporary tattoos can be very much associated with high artistry, and the brand’s email marketing campaigns have been a key frontier for this. 

As one might imagine, product imagery is front-and-centre in Tattly’s emails, with the rest of the layout – encompassing text, colours and CTAs – being kept minimal for maximum impact. The additional elements that are included complement, instead of detract from, the striking imagery, as shown by how well coordinated the colours of the CTAs are with the accompanying photography.



#5 Educating subscribers like Supergoop 

Image source: ReallyGoodEmails. Email 1 and 2.


We might all think we are alert to the importance of wearing sunscreen. But how many of us relish the thought of slapping it on – and more to the point, actually do so? 

Holly Thaggard, the founder of Supergoop, researched and thought carefully about the factors that often deter us from putting on sun protection, so that she could devise products the rest of us would go out of our way to apply. 

She began her journey getting SPF pumps into schools in Texas, and hasn’t looked back since. Today, her brand is renowned for its highly effective sunscreen products that feel so instinctively ‘right’ on the skin, customers can even forget they’re wearing them. 


What did they get right with their email marketing design?

Supergoop takes seriously the importance of educating its e-newsletter recipients about sun protection, in a manner that is not only engaging, but also helps make sunscreen itself seem like a lot of fun. 

This is reflected in marketing emails that are minimal in design, incorporating bite-sized facts that leave viewers feeling intrigued and more knowledgeable, while still not forgetting to do some tasteful product promotion.

Through its email campaigns, Supergoop gives the lowdown to readers on precisely why its offerings are so innovative, useful and crucial to use day by day. 



#6 Have 'em laughing like Aisle 

Image source: ReallyGoodEmails. Email 1, 2 and 3.


Aisle – the brand formerly known as Lunapads – has attracted acclaim for its eco-friendly menstrual care products for all bodies and genders. Since 1993, the company has prided itself on reinventing the period aisle as “a place of comfort, sustainability and respect”. 


What can we learn from their email marketing design?

Inclusive imagery and language have always been cornerstones of how Aisle presents itself, and this is as apparent across its email marketing campaigns as it is around its website. 

We’re also fans of the short descriptive paragraphs and clear calls to action used across its newsletters. Aisle is clearly a brand that understands the power of punchy, bite-sized content to immediately capture the reader’s attention – not every email needs to be a thousand words, especially when it’s also all wrapped up in such warm and inviting colours.



#7 Keep up with the times like Fossil 

Image source: ReallyGoodEmails


The Fossil brand – which owes its name to the nickname company founder Tom Kartsotis and his brother Kosta gave their father – is synonymous with the best in American lifestyle. 

The business is particularly noted for the vintage aesthetic it draws upon for its high-quality watches, bags and other fashion essentials, which are nonetheless made relevant to the needs and sensibilities of the present day.  


What can we learn from their email marketing design?

Befittingly for a watch company, Fossil was certainly timely with its email newsletter in 2020 that took its cue from the other obsession so many of us had that year – Tiger King. 

Presenting a line of watches it declared as being “for cool cats and kittens”, Fossil showed its adeptness at responding to recent media trends in its marketing emails, while still flaunting its own personality. Its “feelin’ exotic” campaign showed innovation, lightness and self-awareness at a time when – let’s face it – we all needed a good laugh.



#8 Add a spoonful of personality like Magic Spoon 

Image source: ReallyGoodEmails. Email 1 and 2.


On its website, Magic Spoon asks the teasing question: “Why did we grow up, but our cereal didn’t?” It’s a question comprehensively answered by the brand’s own genuinely healthy and nutritional cereal that also tastes as good as the sugar and carb-infused stuff we remember from our childhoods – a true breakfast revolution. 


What can we learn from their email marketing design?

One only needs to gaze over the website of Magic Spoon to see its taste for zesty illustrations and vibrant colours that bear more than a passing resemblance to the designs of kids’ cereal boxes – and the same aesthetic continues across the brand’s email newsletters. 

Such an approach further embeds an already strong brand identity, exuding uniqueness and personality.



#9 Take a scroll down Everlane 

Image source: ReallyGoodEmails. Email 1 and 2.


Established in 2010 by Michael Preysman and Jesse Farmer, Everlane has long aspired to be more than ‘just another’ clothing retailer. 

The company aims to practise “radical transparency” with regard to the true costs of all of its products – from materials and labour to transportation – and subtracts the usual retail markup when offering them to customers. 

The brand also carefully assesses the factories it uses, and professes itself as “not big on trends”. Instead, it advocates the production of clothing from the finest materials that are suitable for many years of wear. 


What can we learn from their email marketing design?

Our inclusion of Everlane in this rundown is due to an email marketing campaign based on the promotion of a single product at a time. The item is showcased to subscribers with a long, large image on a background colour that encourages the reader to scroll down. 

The layout remains simple for the rest of the email, characterised by clean colours, images and icons. The overall impression given is one of straightforward, unpushy sophistication.



#10 Just do it like Nike 

Image source: ReallyGoodEmails. Email 1, 2 and 3.


Nike may seem to require little introduction besides its apparently effortlessly iconic Swoosh logo, but of course, every brand has to come from somewhere. 

In the case of Nike, the American multinational corporation’s legend has been founded on the design, development and manufacture of athletic clothing and footwear, on which sportspeople and non-sporting buyers alike know they can depend. 


What can we learn from their email marketing design?

For obvious reasons, Nike doesn’t need to be too overt about the incorporation of such instantly recognisable branding elements into its emails; nonetheless, its approach to this aspect of its marketing is still undeniably Nike. 

This example is a long and content-heavy email that Nike clearly intends to be read by its loyal customers. Each product or feature gets a large section, with overall readability and ‘skimmability’ enhanced by the use of large font sizes.



#11 Mark your words like ReMarkable 

Image source: ReallyGoodEmails. Email 1 and 2.


Many of us write on our tablet computers, but how many of those devices have felt like a genuine substitute for the sheer immediacy of pen and paper? Creating an ultra-thin tablet that feels like paper – and therefore lends itself well to comfortable writing – is the goal of ReMarkable


What can we learn from their email marketing design?

We were impressed by this email design that resembles a website landing page, with large imagery and dark colours that pique the reader’s curiosity so that they are encouraged to scroll down. 

As ReMarkable is a brand effectively based around one product, this isn’t an email format that would necessarily be very ‘repeatable’. Nonetheless, it offers aesthetic continuity from the website to the business’s emails, helping to entrench its brand image.



Looking to up your email game?

In our free email marketing ebook, we reveal how you can drive impact in your customers’ inboxes. And trust us when we say this guide is truly comprehensive.

From acquisition tactics to flow enhancements to landing page optimisations, we’ve got every facet of your email marketing strategy covered.

Whether you’re just starting out or you’re looking to reboot your brand, download our free handbook, packed with expert advice from UWP's Email Marketing Specialist, Chris Marcantonio.


What’s next? 

Are you ready to revamp your email marketing design to feel as natural a fit to your own brand and its values and objectives, as the above examples do for these respective ecommerce success stories? 

If so, it’s time to start showing your brand at its best through email, with the help UWP can give to unlock your growth potential. Simply get in touch with our team today, so that we can discuss the best ways of working together to generate more awareness and leads to your store.