One of the things you have to do in marketing is show people why your product is worth buying.
Something, like price or difficulty of use, is holding customers back from purchasing. You need to handle their hesitations and objections, show them why your product is valuable, and get them off the fence about buying.
Today, we’re looking at an email from Tradlands that does that beautifully. This simple email showcases their value and builds trust with their subscribers. We'll break down this great email and then show you how to write a similar one for your email list.
Great Email Breakdown: Tradlands
Subject Line
This subject line catches your attention because it immediately addresses what's holding many customers back- price. Admitting they're expensive outright intrigues you and gets you to open the email.
Hero Image
When you open the email, you see a GIF of knit fabric in different colors. It’s eye-catching, and the text clearly states the core topic of the email.
Opening Copy
They start with a quick paragraph about their company’s mission and value statement. It would be easy to stop here, but instead, they expand on this in the next section.
Email Body
Most of the email is pictures of their dresses interspersed with paragraphs about why quality clothing matters. It further explains the "why" behind their company while letting you see their products.
If I had to nitpick, I would have added a third point to their email because it feels like there should be another one. Maybe they could have mentioned how slow fashion lets them be more size-inclusive. But it's a small thing, and the email is fine without it.
CTA
They end the email by restating their main point and adding a button to shop their clothes. It’s short, sweet, and effective.
How to Write an Email Like This
Show Your Product’s Value
Tradlands is a slow fashion brand, and they know people can get clothes cheaper in other places, even if those clothes are low quality. People come to them for well-made clothes, and this email reminds you of that.
Your products have value, too, but pricing is often a big sticking point for potential customers. Sending them an email like this, especially to new subscribers, can remind them why it’s worth paying your prices.
Include Graphics (With Care)
I love the images Tradlands included in this email and that they used a GIF. Images are vital for showing off your products as an online retailer. Other graphics, like GIFs or videos, can also be great ways to engage people.
Adding these things to your emails is a great idea. But be cautious. Using lots of pictures, or large-size ones, can cause slow loading or not show up at all. Make sure your email works just as well without them as with them.
Catch Attention with Your Subject Line
The bluntness of this subject line catches your attention. Tradlands knows their items are far pricier than what you could get from Amazon or Target, but they're proud of that fact. I don’t have the stats, but I bet this subject line performs well.
See how you can do something similar with your subject line. Mention a common objection. Make a negative statement. Add an unusual emoji. Don’t make it clickbait, but find a way to make people notice you.
Focus on the Customer
My only problem with this email is that it focuses entirely on the company. Most of the copy is focused on them (we, our, us) and not the customer (you). In fact, they only use the word "your" once. The copy is fine, but it could work better with some rewriting.
When writing an email, you want to focus on the customer. Why does your product’s value matter to them? Why should they pay what you’re asking? How does your USP affect them? Don’t focus on features of your business but on the benefits it brings to customers.
Tradlands did a great job here, and it could be even better with a few tweaks. Why not try writing a similar email to send subscribers this week?
Could you use an email copywriter to help you create valuable, customer-centered emails? I’d love to chat! Fill out the form below to set up your discovery call today.
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