You know what they say about podcasts?
Once you record your 21st episode, you’re in the top 1% of podcasters worldwide.
What’s even crazier:
90% of podcasts don’t make it past the third episode.
That’s pretty damn wild if you ask me.
It just shows how low the bar is nowadays.
Most people get a burst of motivation, and once the work becomes “boring” (which is inevitable btw), they move on.
Well, we’ve just reached the 20th episode of Emails that Sell.
Does that mean I’m in the top 1% bloggers in the world?
Honestly, I don’t know, and nor do I care.
I’m doing this to sharpen my craft.
And I’m sharing it because maybe some of you can learn something from it as well.
Today, we’re analyzing a celebrity endorsement email from MVMT.
I have a feeling you’re gonna love this one.
Before we dive into it…
What is Emails That Sell?
Each week, I break down an email from a DTC e-commerce 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.
Let’s get into it now:
Out of all the design-heavy emails I’ve analyzed, this hero section is as good as it gets.
I’m a big fan of having just the brand logo in the header.
A lot of brands crowd the hero image with navigation links or buttons. I think that’s a mistake.
When you do that, you drive attention away from the actual email campaign. It creates confusion, and you don’t want that.
So what MVMT has done here is the way to go.
Another thing you see when looking at this email is the “Only 500 made” line. That’s urgency done right.
They could’ve said “limited-edition” and there wouldn’t be any rush to buy.
Remember… when you write specific copy, you’re more likely to sell. Generalities leave no impression.
At least that’s what Claude Hopkins said a hundred years ago.
I like the design. The dark theme, mixed with black and neon green colors, creates an air of mystery. It’s aspirational, which is crucial, especially when selling fashion or accessories.
Now, I don’t know Jett, nor do I follow motocross (I’m more of an F1 guy). But any young racer is considered a cool guy.
The goal of this email is to convey the impression that the user will feel like ‘one of the cool guys’ if they buy and wear the same watch as Jett.
That’s really what celebrity endorsements are about.
And finally, I love that the green CTA button is so visible. The fact that it’s in the hero section also means that the user can start shopping right away without having to scroll.
Let’s move on to the bridge section:
I think they had two options here:
- Create a visual infographic highlighting product details
- Tell a story behind the watch, the collab, and Jett himself
They went with option one. I mean, not bad… it’s a cool infographic.
But I just think it’s missing that punch.
What was the inspiration for the watch? Why Jett Lawrence? What does the number 18 mean?
I really wish they did more storytelling here.
Don’t get me wrong. It’s not that people who buy an MVMT watch are going to go motocross racing this weekend. And even if they did, they wouldn’t be wearing the watch during that.
But people love the romance, the history, and the adventure.
I think going more into detail here would’ve taken the email to another level.
Let’s look at the product section:
The “Jett’s favorite watches” adds a layer of social proof.
Recommending three products here is smart. It’s not too overwhelming, but it gives you a choice.
The only thing I would’ve done here is highlight the “Shop now” buttons even more.
And notice in the footer, they added navigation buttons. I think that’s smart.
This is aimed at people who aren’t necessarily interested in the watch, but might want to shop for other products. It’s a great way to increase click rates.
To recap:
TL;DR
Key takeaway #1: Don’t place navigation links in the hero section. It’s a distraction.
Key takeaway #2. Specific copy sells. “Only 500 made” > “limited edition.”
Key takeaway #3: Tell more stories. People love history and adventure.
Key takeaway #4: Associate your product with cool people.
Key takeaway #5: Add product category links in the footer to increase CTR.
What’s next
Go buy a watch from MVMT. They’ve been around for a while, and their products seem to be great.
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