Email copywriting examples for ecomm & FMCG brands

Browse real-world email examples from the best challenger brands in ecomm and FMCG. Click any example to see exactly how to use it for your own brand.

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Days Brewing

Days Brewing’s clever messaging twist

Most alcohol-free brands define themselves by the lack of alcohol. "Drink without the hangover" and all that. Which is fine. But you're selling a compromise. (Which makes your life <em>really </em>hard.) Days don't do that. And it's great.

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Fix8

Fix8’s brand-building welcome email

Mid-pandemic, Jack toyed with the idea of packing up the copy life and starting a kombucha brand. Alas, that didn't end up happening. But we'd be lying if we said he doesn't still daydream about it at his desk from time to time. Anyway, we're big fans of Fix8's dedication to their brand message in this email. Really good stuff.

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Bloom & Wild

Bloom & Wild’s thoughtful marketing copy

We loved B&W's first opt-out campaign. We love their new approach even more. Big, big fans of everything they do.

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A24

A24’s in-group language

A24 might be a film company, but with a hugely successful merch store, they're also a lifestyle brand. And this email they sent to promote The Lighthouse prop auction is a chock-a-block with lessons on how to create a brand that people feel seen by.

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Surreal

Surreal’s banging, non-discount abandoned cart email

We're not sure if this is entry 3 or 300 in the swipe file for Surreal. They just know what they're doing. It's like if Oatly and innocent had a baby and that baby was also really into consumer psychology. All bangers. All the time.

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Allplants

Allplants’ super clever Veganuary campaign

According to <a href="https://www.stefjohnstone.com/#:~:text=Role:%20Across%20Campaign,record%20signups%20&%20reactivations.">Stef Johnstone</a> (the brains behind this campaign) the challenge was: "How do we excite people about vegan food when the word vegan comes with so much baggage?" And seeing as this January became our their biggest sales month, with record signups & reactivations, we'd say they smashed it. Love it.

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Harper Wilde

Harper Wilde’s VOC-led email

We found this on Really Good Emails (<a href="https://reallygoodemails.com/emails/we-made-the-classic-bra-comfier/info">shout out!</a>) and although it's not the loudest or most obviously <em>swipe-file-y </em>bit of copy in the world, it went straight in because it's such a great example of using your customers' own words as copy.

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