When I search for emails to analyze for this blog, I always look at Mailboard first.
Sometimes I also go on ReallyGoodEmails and Milled.
But the downside to these sources is that you only see examples from bigger brands there.
Big brands tend to be poor examples of email marketing.
Corporate language, huge discount graphics, no personality whatsoever.
Not all big brands, of course, some established brands send great emails.
A few that come to mind are Graza, Liquid Death, Tushy, Seed, Carnivore Snax, just to name a few.
But I know for a fact that there are some small brands out there absolutely crushing it with their email marketing.
And it pains me to know that I don’t know about them!
If you’re reading this and a small brand comes to mind whose emails you actually enjoy, hit me up.
I’d love to include them in this series.
Anyway, today we’re looking at an email from a brand you’ve probably have never heard of.
Heritage Pizza.
This is a great example of how you can turn something as simple as an order confirmation email into a marketing asset.
Let’s jump right 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:
Whoa! There’s a lot to unpack here.
Let’s start with the opening line:
I mean… lol.
Let me ask you something:
Do you remember any order confirmation emails you’ve received in your life?
I bet you don’t, because all of them sound the same:
“Thank you for your order. Keep an eye out for a shipping update. Kind regards.”
I don’t get it because order confirmation emails receive some of the highest open rates.
I’m talking 70-80%+ open rates.
This is the perfect chance for you to stand out and make a positive first impression.
Yet most brands are out here sounding like Rodney Copperbottom.
Any smart marketer knows you don’t waste an opportunity to get your audience’s attention.
Attention is the currency.
Michael from Heritage Pizza makes a GREAT impression by talking about Tibetan Monks and his inspection team.
It’s funny, conversational, and, most importantly, human-to-human interaction.
I’m not saying every brand out there has to write a funny order confirmation email.
That depends on your brand voice and what you sell.
Plus, some of us aren’t born with a sense of humor.
But if you can make jokes, or at least write conversationally, it’s a great way to stand out.
If you don’t believe me, then just look at some of these comments on Reddit:
People who don’t know what a pizza peel is want one just because of this email!
Btw, if you’re like me and you didn’t know what a pizza peel is, it’s the thing you use to slide fresh pizza out of the oven.
Anyway, I got ahead of myself.
Onwards…
Even though they sell something as simple as pizza shovels, they talk more about craftsmanship than most fashion/luxury brands do in their emails.
I think that’s hilarious.
Then Michael insists you leave a review (for the second time!), because that’s what helps him sell more pizza peels.
So many brands are afraid to ask for the sale or review because they think it will annoy the customer.
If they like you, they will buy from you.
If they like you, they will leave you that review.
It’s that simple.
One thing I learned from Cialdini’s Influence book is, if you want people to do something (e.g. leave you a review), always give a reason.
It doesn’t have to be anything crazy; a simple reason can increase compliance significantly.
And while I like what Michael has done here, I think it’s a bit too early to ask for a testimonial.
I’d wait another week or two and send another email to ensure the customer actually gets to use the product.
Right now, they’d have to remember to come back to this email and leave a review, which we know isn’t very likely to happen.
Let’s see how Michael wraps it up:
He thanks you for ordering, and before signing off, he drops another gem in the PS section.
Basically, he warns you that if you use the pizza peel as a cutting board, you’ll regret it.
Offering product usage tips like this is another way to build goodwill post-purchase.
To recap:
TL;DR
Key takeaway #1: 70-80% people open order confirmation emails. Don’t sound like a robot.
Key takeaway #2: Make your emails conversational and human-to-human.
Key takeaway #3: Throw in a joke if your brand allows
Key takeaway #4: Send more emails from the founder.
Key takeaway #5: Ask for the review (but not in the order confirmation email)
Key takeaway #6: Always give a reason why you’re collecting reviews.
Key takeaway #7: Give product usage tips.
Key takeaway #8: PS sections get read, use them.
What’s next
Look at your order confirmation email. Does it sound like it could come from any other brand?
If the answer is yes, I’d look at ways to inject more personality into your emails. Make it plain text, and send it from the founder. Trust me, it works!
Also, go check out Heritage Products on Amazon. I don’t own anything from them myself, but the reviews look pretty good.
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