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Strong marketing emails give readers a reason to pay attention beyond the product itself. Six examples highlighted by Benchmark Team in 2021 show different ways to do that: connect a subject line to brand identity, invite customization, build around a timely moment, create a seasonal mood, show complementary products, or explain a brand’s mission. The article is a creative idea source—not a performance study—and reports no campaign open, click, conversion, or revenue results.
What separates a memorable email from one people unsubscribe from?
Benchmark Team framed the question this way: “What sets the good emails apart from the ones we can’t wait to unsubscribe from?” The six examples below suggest that a useful email has a clear creative job: it makes the product more recognizable, relevant, timely, imaginable, or understandable. Those are ways to analyze the examples, not measured performance criteria.
Six shoe-brand email ideas and the job each one does
| Brand | Creative approach | What the example illustrates |
|---|---|---|
| Dr. Martens | Brand-linked subject line | Connect the email’s promise to a recognizable brand voice and a specific product detail. |
| Converse | Product customization | Make a familiar shoe feel more personally expressive by showing ways to customize it. |
| Rothy’s | Calendar and cultural hooks | Use an event or seasonal moment as the organizing idea when it is relevant to the audience. |
| Keds | Seasonal colors and an influencer | Use a person and a seasonal frame to give products a mood and context. |
| UGG | Complementary products | Show footwear alongside apparel to help readers picture a complete look. |
| TOMS | Mission communication | Put the company’s stated social purpose into the email, with clear attribution and dates for impact claims. |
Dr. Martens: make the subject line sound like the brand
The 2021 article describes the subject line “Stretch the rules,” connecting the brand’s identity with laceless elastic slip-ons. The useful technique is to pair recognizable brand language with a concrete product clue. A line that only teases the brand may be vague; one that only names the item can feel interchangeable. This example tries to do both.
Converse: turn personalization into a visible choice
The email showed Chuck Taylors with customizable patterns, colors, and builds. Rather than merely telling readers a product is personal, the example makes choices part of the product story. Treat this as a creative approach from the 2021 article, not a guarantee that every Converse model or option is currently customizable.
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Rothy’s: let a timely moment organize the message
Benchmark Team described one campaign organized around Grammy Awards categories and another connecting products to daylight saving time. A calendar hook can give an email an immediate frame, but the event should make sense for both the audience and the product. A date or trend inserted without a natural connection can distract instead of adding relevance.
Keds: use seasonal framing without presenting taste as fact
The article’s example paired an influencer modeling shoes with spring colors and moods: blue with calm, mauve with positivity, and harvest gold with motivation. These are the campaign’s subjective marketing associations, not scientific findings about color or how readers will feel. The broader idea is to use imagery, a collaborator, and a seasonal palette to create a coherent product context.
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UGG: show combinations that help readers imagine an outfit
The example paired footwear with sweatshirts and suggested several boot-and-sweatshirt combinations. Showing complementary items together can make a product easier to picture in use and surface related products in a natural way. The combination should be clear and useful, rather than a collection of unrelated items placed together for cross-selling.
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The article said the email foregrounded TOMS’ support for grassroots organizations. It also reported that, by the article’s April 13, 2021 publication, the company had shifted from its earlier one-for-one shoe donation approach to allocating a third of profits to grassroots movements focused on equity, mental health, and ending gun violence. That is a historical description reported by Benchmark Team, not an independently verified statement of current policy. Anyone adapting this approach should check a company’s current impact reporting and state the date and basis of any giving claim.
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How to adapt these ideas to your own campaigns
- Choose one job for the email. Decide whether the message should make a product recognizable, invite personal choice, connect to a timely moment, create a use-case, or explain a mission.
- Make the creative idea specific. Tie a subject line to a product detail, show the actual choices customers can make, or name the relevant seasonal or cultural context.
- Check audience fit. Use an event, influencer, mood, or product pairing only when it helps the intended reader understand the offer or the product.
- Keep claims within the evidence. Do not present a subjective color association as fact, imply an option is currently available without checking, or describe a past impact policy as current without verification.
- Measure your own results. Benchmark Team’s article gives examples, not campaign metrics. Use your own campaign data to assess performance rather than assuming any of these approaches caused engagement or sales.
What the examples do—and do not—tell marketers
The examples offer several distinct creative routes, but they do not establish which route performs best. The 2021 article provides no open rates, click-through rates, conversion figures, revenue data, or controlled comparisons. Treat the campaigns as prompts for developing and testing ideas, not evidence that a particular tactic will produce a specific outcome.
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