Wed 5/27 | Edition #336 | Your product rec emails are...

Most product recommendation emails are... aggressively missing the point.

And the problem isn’t product recommendations. It’s LAZY product recommendations.

The brands making serious money from these emails are using browsing behavior, past purchases, quiz data, and customer signals to serve up products that feel almost creepily spot on.

Today, we’re breaking down 7 brands that absolutely nailed their product recommendation emails, plus the exact tactics you can steal.

Now grab an iced coffee and let’s get into it. 🧋

🚨 For a Limited Time: Get $497 OFF eCom Email Certified

Most marketers are winging retention.

A flow here. A campaign there. Hoping something converts.

But if you actually want to get REALLY good at email & SMS and drive REAL revenue from it then eCom Email Certified is the shortcut.

For a limited time get 50% off the full course (that’s $497 off!) and access 25+ hours + 175+ modules covering:

✔️ High converting flows + campaigns
✔️ Segmentation + deliverability
✔️ SMS, AI, copywriting & strategy
✔️ The exact systems behind $200M+ in retention revenue

Stop guessing. Build a retention program that actually performs before BFCM chaos hits.

→ Use code HOTSUMMER for $497 OFF

✅ Product Recommendation Emails Done Right: 7 Examples Worth Stealing

1. Laneige - The Complete Collection Approach

Subject line: This Lip Combo Is Better than Your Ex 💋💄

Laneige makes product recommendations feel like a no-brainer by leading with a hero product combo and then showing you every shade option in a clean, scannable grid.

What we love:

• The hero combo sets the stage immediately. "Hit Play on This Iconic Lip Combo" tells you exactly what you're about to see and why it matters

• Every shade gets its own moment. The grid layout makes it easy to browse without feeling overwhelmed

• Product names are descriptive and helpful. "Pop Peach," "Sugar Glaze," "Cinnamon Sugar" – you know what you're getting before you click

• The free mirror keychain offer adds value without disrupting the main message

What we'd do differently:

• Add bestseller or most-loved badges to help indecisive shoppers pick faster

• Include pricing so customers can make decisions without clicking through

• A quick reassurance line like "Free shipping on orders over $X" could reduce purchase anxiety

Pro tip: When you're recommending a full product line (like all shade options), lead with your hero or most popular item first to set context, then let people explore the rest.

2. Prose - The Data-Backed Personalization Approach

Subject line: Want better waves, [name]?

Prose nails personalization by using quiz data to recommend custom haircare. The email leads with social proof (clinical trial results) before showing the actual products.

What we love:

• "The Results Are In: Personalization Works Better" is a strong hook that validates the entire approach

• Clinical study stats add serious credibility. 82% addressed hair concerns, 94% said hair feels healthy – these numbers do the selling

• The product section is clean and focused. Just two items (custom shampoo and conditioner) with a clear CTA

• Educational without being preachy. The tone feels helpful, not salesy

What we'd do differently:

• Surface the personalization earlier. A line like "Based on your quiz results" would make it feel even more tailored

• Add a customer testimonial in addition to the clinical data to humanize the results

• Include a "how it works" refresher for people who took the quiz weeks ago and forgot

Pro tip: If you're using quiz data to personalize recommendations, remind people why these products were chosen for them. Context makes recommendations feel relevant, not random.

3. Beekeeper's Naturals - The Curated Bundle Approach

Subject line: The Duo Everyone Needs to Feel Their Best This Season

Beekeeper's Naturals positions their product recs as seasonal essentials, not just items you might like. The email bundles two complementary products and backs them up with real customer reviews.

What we love:

• "Our Go-To Duo" framing makes the bundle feel curated, not random

• Customer testimonials add trust. Real names, real feedback, five-star ratings

• The bundle discount creates urgency without feeling pushy ("Bundle Up & Save 10%")

• Perks block at the bottom (tyb community, free shipping, subscribe & save) reinforces value

What we'd do differently:

• Add a countdown timer to the bundle discount to create stronger urgency

• Show individual product prices alongside the bundle price so the savings feel more tangible

• Include a "Why these two?" explainer to reinforce why the pairing makes sense

Pro tip: When recommending bundles, always explain the "why." Help customers understand how the products work together so it feels like expert advice, not just a sales tactic.

4. ColourPop - The Browse Recovery Approach

Subject line: Don't leave a good thing behind

ColourPop uses browse abandonment to recommend products based on what someone was just looking at. The email is visually bold and makes it easy to pick up where you left off.

What we love:

• The hero image is eye-catching and on-brand. Bright, playful, impossible to ignore

• Featured product gets full spotlight with a clear product shot and name

• "You Might Also Love" section expands options without overwhelming

• Pricing is visible on all recommended products, which removes friction

What we'd do differently:

• Add urgency around the featured product. Something like "Almost sold out" or "Popular item" would create FOMO

• Include a review snippet for the main product to add social proof

• Show a clear savings opportunity if there's a bundle or discount available

Pro tip: Browse abandonment emails perform best when they're sent within 24 hours. Strike while interest is still fresh.

5. Touchland - The Interactive Discovery Approach

Subject line: Your signature fragrance is calling

Touchland turns product recommendations into an interactive experience by leading with a quiz. The email feels helpful, not pushy.

What we love:

• "Find Your Fragrance" quiz is a smart lead-in. It makes the recommendation feel earned, not random

• The copy promises value upfront: "...plus a little something extra waiting for you at the end"

• Lifestyle photography sells the vibe, not just the product

• Clean, minimal design keeps focus on the CTA

What we'd do differently:

• Tease quiz results or popular outcomes to build curiosity ("Most people love our Fresh citrus blend!")

• Add social proof like "Join 10K+ who found their perfect scent"

• Include a fallback CTA for people who don't want to take the quiz but still want to shop

Pro tip: Quiz-based product recs work best when you deliver immediate value. Show results right away and follow up with personalized offers in future emails.

6. Ritual - The Clinical Credibility Approach

Subject line: Skincare with recipes: clinical ones 🧬

Ritual leads with education and credibility before making product recommendations. The email uses clinical study data to validate the products they're suggesting.

What we love:

• Bold headline: "Skincare is a Science" sets a credible, no-BS tone

• Clinical study results (3.6x reduction in crow's feet, 2.9x improvement in facial skin smoothness) do the heavy lifting

• Ingredient callouts (Sytenol, Ceratiqs) add depth for ingredient-conscious shoppers

• "Get 20% Off" CTA is clear and prominent

What we'd do differently:

• Add a customer testimonial alongside the clinical data to humanize the results

• Show before/after visuals if available – people trust what they can see

• Include product pricing so shoppers can evaluate value before clicking

Pro tip: If your products are backed by clinical studies or third-party testing, lead with that. Data-driven recommendations convert better than vague claims.

7. Humantra - The Single Hero Product Approach

Subject line: Meet Lychee: Light, refreshing, essential

Humantra positions a single product recommendation as the star of the show. The email educates, validates with testimonials, and makes it easy to buy.

What we love:

• "Fall in Love with Lychee" is simple, clear, and benefit-driven

• "Why Lychee Works" section explains the product without overcomplicating

• Customer testimonial adds trust and shows real-world use case

• Multiple CTAs ("Shop Lychee," "Shop Now," "Discover Lychee") give options without overwhelming

What we'd do differently:

• Add a flavor profile or taste comparison to help people decide if they'll like it

• Include urgency like "Limited summer batch" to create FOMO

• Show the product in action – someone mixing it, drinking it, taking it on the go

Pro tip: When recommending a single product, give it room to breathe. Don't clutter the email with other options – let the hero product shine.

5 Tips to Make Your Product Rec Emails Even Better

Want your product recommendation emails to convert?

Here are some tried-and-tested tips:

1. Make it personal: Use what you know (purchases, views, clicks, quiz data) to group customers by interest. Then tailor your recs to match. The more relevant your email, the higher the chance they'll open, click, and buy.

2. Recommend products that go together: Help customers complete the set. If they bought a phone, suggest a case, charger, or screen protector. Easy combos like this boost AOV without feeling like a hard sell.

3. Add social proof: Highlight bestsellers, top-rated picks, or customer favorites. Toss in a review or real-life photo if you've got it. A little validation goes a long way in helping people decide.

4. Create a little urgency: FOMO works. Try lines like "Only 3 left," "Almost gone," or "Today only." You can also use countdown timers or banners to turn casual interest into instant action.

5. Time it right: Send while interest is still fresh – post-purchase, cart abandonment, restocks, birthdays, or seasonal promos. Hit send when they're most likely to shop.

📧 Inside the send: Easyplant Proves Transactional Emails Don’t Have to Be Boring

What worked:

✔️ Friendly, on-brand tone that feels warm instead of transactional
✔️ Clean visual hierarchy with plant imagery that reinforces the product experience
✔️ Strong CTA placement making order management frictionless
✔️ Smart footer elements like reviews and social links that build trust

Where it could push further: adding a delivery estimate would reduce anxiety post-purchase, and deeper personalization beyond a placeholder name would make the email feel more thoughtful.

The copy could also be tightened slightly to make scanning even easier.

→ Start your free trial

👌 Quick Clips:

Shein bought Everlane and… we have thoughts: Yep, the fast-fashion giant just scooped up the brand that built its entire identity on radical transparency and ethical cotton. It's the latest in a long parade of 2010s DTC darlings (RIP Allbirds, Outdoor Voices, Casper) getting sold or quietly absorbed. Turns out "we source better" was never the moat, math was.

Article is opening real stores (with real couches you can sit on): The Canadian DTC furniture brand we've all secretly stalked is opening its first two physical locationsin Washington and California. Turns out even the algorithm couldn't sell a sectional all by itself. Is the pure DTC era is officially behind us? I mean, honestly we're into it. Stores are fun.

Graza is making chips now and we are not okay: The little green squeeze bottle that conquered olive oil just dropped a four-flavor potato chip line, and yeah… we're going to need to try all of them. It's the DTC dream move — build a cult, then expand the menu. The only question is whether the cult cares about chips, or just the bottle. (Probably the chips. Have you seen this brand?)

Olipop hit Costco's Spring Variety Pack in 15-can boxes: Costco's $19.99 Olipop Spring Variety Pack is featuring the brand new Raspberry Sherbet flavor alongside Shirley Temple and Strawberry Vanilla. Prebiotic soda has officially gone bulk-buy. Remember when this was a "wellness brand"? Now it's just… soda. Mainstream is a vibe, and Olipop is wearing it well.