Sends we couldn’t stop thinking about this week
Last week’s favorite sends were the ones with a clear angle: a welcome email that made a new product instantly make sense, a giveaway that sold the whole summer daydream, and a denim email brave enough to answer the question, “Who’s buying jeans in July?”
Turns out, a lot of us. If the email’s good enough. This morning we're breaking down what's working and what you can steal for your strategy.
→ Pasignia knew they were "only scratching the surface." Here's what was under it.
→ One word can completely change how your copy feels.
→ There's one job your ESP has never done for you.
→ Blenders Eyewear didn't just sign an influencer, they gave him the C-suite
Knowledge drop:
One word can completely change how your copy feels. Jimmy shares a simple copywriting test that helps shift the focus from your brand to the person you're trying to reach.
3 Sends we couldn’t stop thinking about this week
A good email doesn’t always need a big swing.
Sometimes it’s the welcome flow that actually explains the brand. Or the giveaway that feels specific enough to care about. Or the seasonal angle that makes a familiar product feel like it belongs in your inbox right now.
That’s what stood out in this week’s favorite sends: they each gave people a reason to keep reading before asking them to click.
Here’s what worked, and what’s worth stealing.
1. BamJam: Make the Welcome Email Do More Than Say Hi
Subject line: Welcome to the Jam Fam 🍓
Most welcome emails are pretty expected. Thanks for signing up, here’s a discount, go shop.
BamJam does that, but with way more personality.
The whole email feels like an introduction to the brand, not just an offer. You get the product, the positioning, the discount, the flavors, and the tone all in one send. It’s playful without being hard to follow, and it gives people enough context to understand why this isn’t just another jar of jam.
The line “You didn’t come here for just another jar of jam” does a lot of work. It immediately tells you there’s a reason this product exists: more protein, less sugar, real fruit, and something that still feels fun to eat.
What to steal: Your welcome email shouldn’t just hand over a code. Use it to teach people how to think about the product, especially if you’re asking them to rethink a familiar category.
2. COOLA: Sell the Feeling Around the Giveaway
Subject line: Win a $3,400+ San Diego Getaway ☀️
This is a sweepstakes email, but it doesn’t feel like a form-fill disguised as a campaign.
COOLA makes the prize feel like a full summer scene: San Diego, Better Buzz, Kona Kai, SPF, ocean views, iced drinks, a plus one. The email isn’t just saying “enter to win.” It’s showing you the exact version of summer you’re entering for.
That matters because giveaways can get generic fast. A big prize number helps, but the real hook is the world built around it. The visuals, the partners, the location, and the limited-edition drink all make the campaign feel more specific and more ownable.
The local retail tie-in is smart, too. Even if someone doesn’t win, there’s still a reason to engage with the collab.
What to steal: If you’re running a giveaway, don’t only lead with the dollar value. Build the fantasy. Make the prize feel like a moment people can picture themselves in.
3. Bonobos: Give a Basic Category a Seasonal Reason to Exist
Subject line: Jeans Made for July Heat
Jeans in July could be a tough sell.
Bonobos makes it work by naming the exact objection: it’s hot, and nobody wants heavy denim sticking to them all day.
That’s why the “July jeans” framing works. It takes a year-round product and makes it feel relevant to the season. Lightweight jeans. Stretch jeans. Travel jeans. Denim that works for summer instead of fighting against it.
The email is also easy to move through. Each section has a clear product angle, a simple benefit, and enough detail to understand why that pair belongs in the lineup. It doesn’t try to make jeans exciting in a fake way. It just makes them feel practical for right now.
What to steal: If you’re selling an evergreen product, give it a seasonal job. The product doesn’t always need to change. The reason to buy it does.
What These Sends Got Right
The through line here is context.
BamJam used a welcome email to explain why the product is different. COOLA turned a giveaway into a summer escape. Bonobos made jeans feel built for the hottest part of the year.
Different categories, same move: don’t just show the product. Show the reason it makes sense right now.
Blenders Eyewear didn't just sign an influencer, they gave him the C-suite
Jordan Howlett built a massive following on reactions so dramatic they became a format of their own, and now he's Chief Content Officer at Blenders Eyewear.
Howlett went from sleeping in his car after leaving baseball to TIME100 Creators and collabs with Tom Holland and Kevin Hart, all from Oceanside, California, a few miles from Blenders HQ. Whether the CCO title is real or a brilliant marketing play almost doesn't matter. The move turns an influencer partnership into a story people actually want to follow.
