Even when you’re a hot start-up, you can’t always rely on your name brand to stand out in the email inbox.
Mailer Name: American Giant
Date Emailed: February 8, 2016
“What does it mean to go big?” The question in the subject line is referring to the athlete featured in the email. But, it could just as well be talking about American Giant. The apparel brand has challenged expectations by manufacturing its products in the United States. Its first product, a $79 zip-up hoodie, debuted in 2013, and had trouble staying in stock.
This email centers on surfer Bianca Valenti. The copy is just enough to spark curiosity about her success in a male-dominated sport. The image and the button click through to a page on the company site with much more about her accomplishments. Also, a video of her surfing links from the email, just below the top block.
Finally, the other big block in the email shows the raglan shirt Valenti wears. Buttons link to the separate pages for the item on the company website. The video appears again on the shirt's women's page, which reinforces the brand's authenticity.
Creating content around real people can help build more of a connection with customers.