I’ve seen a lot of hot takes recently around welcome sequence discounts.
Some argue that they are useless because those subscribers would buy from you anyway.
Others say it’s the best way to grow an email list.
Here’s my two cents:
If your emails are worth reading, it doesn’t matter whether you use discount codes.
Most brands that have this debate don’t put nearly enough effort into their email content anyway.
The first purchase is just the beginning of the relationship (shoutout to Ben Settle).
Sure, a coupon may get someone over the hump, but if you can’t turn that one-time buyer into a loyal customer, there’s no win here.
So the real question becomes:
How do you write emails that make people want to buy from you again?
Short answer: know your customers.
One of the ways to understand your customers is by collecting first-party data.
Those basic insights will help you segment your audience and write better copy, which will make them convert.
Today’s email breakdown proves it.
We’re looking at an email campaign from backpack brand Brevitē that turns a tiny quiz answer into hyper‑relevant copy.
We’ll dive into it in a moment, but in case you’re new around here:
What is Emails That Sell?
Each week, I break down an email from a fashion or accessories brand. Some of these brands are absolutely killing it when it comes to email marketing.
My goal with this series is to challenge conventional email marketing. Expect to learn different copywriting techniques, sales psychology, and consumer behavior — everything that moves you away from hard-selling discount campaigns and other mass-market tactics.
If you have an email you want me to break down, send it over to me on LinkedIn or at marketing@siimpettai.com
I find most of these emails from Mailboard, ReallyGoodEmails, Milled, or my inbox.
Now, let’s get down to business.
Subject line: How to Stop Missing the Shot
“How-to” subject lines are effective because they promise information to the reader.
It says, “After reading this, you’ll have learned something new”.
If you can’t think of a subject line, type out the words “How to” and you’re already halfway there.
No matter what your write after those two words, you’ll have an above-average subject line.
That’s not to say you should always use how-to headlines, but it’s a safe bet if you can’t think of anything else.
I wish they had made it lowercase, but that’s fine.
Onto the body copy …
Notice how the theme of this email is one pain point and one product benefit.
“My brothers and I made the Jumper because I was tired of the chaos.”
Picking one pain point is a great email campaign idea.
It forces you to think about the customer and write great copy.
Dylan then masterfully paints a picture of the problem:
This is gold.
I can just imagine the frustration photographers experience when they want to capture a special moment but can’t because their backpack feels like a bottomless hole.
Right as they manage to grab the camera, it’s already too late.
Sounds like a nightmare.
Reading this email made me think about whether all their customers are photographers, but when I visited their website, I was presented with this pop-up:
This is super smart and effective.
Adding a quiz to your sign-up form is a great way to collect first-party data and learn more about your target market’s intentions.
Take this data and create tailored welcome sequences for each audience.
You can also send highly personalized campaigns like the one in this article.
Context matters a lot in email marketing.
Dylan then proceeds to talk about the benefits:
Always try to frame product features as benefits:
Side compartment camera access —> never miss a moment.
It’s an age-old copywriting method that still works because it makes it about them.
Dylan also addresses an objection I had as I was reading this email:
“If my camera is so easily accessible, aren’t I vulnerable to pickpockets?”
He assures you that the backpack is designed to blend in, not stand out.
I also like the subtle hint at scarcity:
It gives a reason for the reader to act now.
Don’t be afraid to ask for the sale.
I also like the way this email wraps up.
It makes it relatable because Dylan is a creative who has experienced the same frustration.
This email shows that Brevitē doesn’t just sell a backpack; they sell practicality, readiness, and peace of mind.
To recap:
TL;DR
Key takeaway #1: Use more “How-to” subject lines
Key takeaway #2: Craft a campaign around one product benefit
Key takeaway #3: Convert features into benefits
Key takeaway #4: Fight customer objections
Key takeaway #5: Personalization wins with first-party data
Key takeaway #6: Don’t forget urgency (but make it real)
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