May I get right to it? Okay? Okay!
How good is this email copy + creative pairing from Patagonia?
Subject line: A better baseball cap
Body copy details that I am blown away by:
‘In 1986’
‘Duckbill hats have been on our heads ever since’
^ Notice the copy calls back the hero image (of the hat used in the preparation of spaghetti).
^ Noice how intentional not just every word is, but every asset, too.
It looks hard and it looks out of reach because its Patagonia. They have the history and they have the resources but this is doable and we should approach.
COPY THIS EMAIL PLAYBOOK
- Subject Line: A better [insert your product category]
Example: A better morning moisturizer - Promobar: Free shipping on orders over [insert your free shipping threshold]
- Hero Asset: UGC static with a twist [Patagonia’s twist was spaghetti]
Example: Choose an asset of the moisturizer in the morning sun on the bathroom sink next to a spilled cup of coffee - Section 2 Headline: 2 words TOTAL [Patagonia’s was Hat Trick]
- Section 2 Body Copy: 5 lines TOTAL, starting with a date [insert when the product was created or ideated or whatever date can start the beginning of the story of the product you’re selling – the further back the better]
- Product Section: Insert 1 product shot [don’t make this complicated, just 1 please!]
- Section 3 Body Copy: 6 lines TOTAL [completing the story from #5]
- Section 3 CTA: Product Category [leads to collections page]
Example: Moisturizers - Product Section: Insert 3 product shots
- 2 CTAs, stacked
Example: CTA #1 – Morning Moisturizers. CTA #2 – Evening Moisturizers - Another fun UGC image, from the person who’s review you’re about to feature
- Feature the review
Here’s the full email, copy it. 📧
P.S. I was inspired to write this because I read this email and bought my husband a hat. It just happened so fast. xo A hat designed in 1986 and still in production? Sold!
