Humans LOVE status.
It’s hard-wired into us.
Most people love status so much that they trade their precious time and freedom away just for more clout.
Just think about it…
85% of people hate their jobs, yet they stay there for years, or even decades, because it moves them higher on the social hierarchy.
Status, or social approval, is also part of what copywriter Drew Eric Whitman calls the Life Force 8.
In his book “Cashvertising,” Whitman lists the eight things that people really want in life.
They are:
- Survival, enjoyment of life, life extension
- Enjoyment of food and beverages
- Freedom from fear, pain, and danger
- Sexual companionship
- Comfortable living conditions
- To be superior, winning, keeping up with the Joneses
- Care and protection of loved ones
- Social approval
If your marketing hits on at least one of these points, the chances of you persuading someone to buy your products are much higher.
Say you’re selling tailored suits to lawyers.
Do they simply want a well-fitted suit?
Or do they want to command attention in a room full of executives?
Hint: It’s probably the latter.
And that perfectly fitting suit might just be the bridge.
The bottom line is this:
You can never sell enough status in your marketing.
And when you sell high-end fashion, selling the image is almost a must.
British luxury fashion brand dunhill understands this well.
But here’s where it gets interesting:
They don’t do it with copy.
They do it with images.
This email analysis will be an example where imagery does most of the heavy lifting.
Let’s dive into it.
But before:
What is Emails That Sell?
Each week, I break down an email from a high-end or luxury fashion brand. Some of these brands are absolutely killing it when it comes to email marketing.
I also want to show you examples of the conventional way of doing email marketing — with discounts and other mass-market tactics. In some cases, I rewrite these emails. I’m not claiming my emails are the best — I’m not an expert on these brands, and my research is limited. I’m simply giving you an idea of how you can sell luxury products without selling your soul and damaging your brand reputation with gimmicks and discounts.
If you have an email you want me to break down, send it over to me on LinkedIn or at marketing@siimpettai.com
Now, let’s get down to business…
The reason why I’m showing you this email is because… notice the image!
It screams luxury and sophistication.
It’s saying, “If you want to be a modern-day James Bond, wear dunhill” without actually saying it.
So many luxury brands stuff their emails with product images from a dozen different angles.
That’s a mistake.
SHOW ME THE TYPE OF PEOPLE USING IT.
Let me give you an example:
I’ve been to London many times, and every time I visit, I get inspired.
Why is that?
It’s because when I stroll around Kensington Gardens, I see these chic, fashionable men walking around with their shiny Chelsea boots and leather portfolio bags.
It looks badass!
When I see that, it makes me want to be one of those cool guys one day.
The same happens when you go to the nearest CrossFit class and see everyone wearing the freshest lululemons and Ons.
Next thing you know, you’re wearing them as well.
That’s really how aspirational marketing works, and Dunhill nails this.
Key takeaway #1: “Show the image” to cater to the audience’s aspirations.
Now, let’s move on to the copy bit.
The subject line:
“Craftsmanship and Confidence in Exquisite New Shoes”
I’m not a fan of capitalized subject lines.
If you look closer at your inbox, most of these capitalized subject lines are emails from large corporations hoping to drain your pockets.
If you don’t want your email to feel like “just another ad,” I suggest A/B testing lowercase.
Key takeaway #2: Test lowercase subject lines.
Am I the only one struggling to get the one-two punch combo here?
“Craftsmanship and confidence”
Here’s a thing about these luxury buzzwords:
Every luxury fashion brand is “built to last” and “meticulously crafted.”
Saying that these words are overused in marketing is an understatement.
Only established brands like Louis Vuitton get away with messaging like that.
They have such a strong brand image that they succeed DESPITE their copywriting.
But if you’d sell status in the subject line, you could say something like “Shoes that speak for you”.
Key takeaway #3: Avoid using buzzwords.
Let’s move on to the headline…
“Refined footwear”
The problem here is that it’s missing a hook.
I say this all the time:
If you want someone to read your email, you have a split second to give them something to get excited about.
At the moment, the headline isn’t provoking any curiosity in me.
Key takeaway #4: Compel the reader to read the next sentence.
That’s a pity because the body copy is pretty damn effective.
Details like “supple Italian box leather,” “sturdy English round-toe,” and “tobacco-hued calf leather lining” are great examples of sensory descriptions.
That’s something that I learned from writer Rebecca McClanahan.
Here’s what she says about descriptive writing:
“Rather than simply stating facts or emotions, skilled writers use vivid, sensory-rich language to allow readers to experience the story firsthand.”
As a marketer, you can craft immersive product descriptions by engaging the five human senses:
- Sight: Providing the basic framework of a scene
- Sound: Adding depth and atmosphere
- Smell: Evoking powerful memories and emotions
- Taste: Offering intimate, personal experiences
- Touch: Grounding descriptions in physical reality
Key takeaway #5: Use sensory writing to immerse the reader.
Luxury brands are really a perfect example of this.
Your descriptions should dive deep and let the material, exclusivity, color, and craftsmanship truly shine.
At the same time, you have to be careful not to overdo it.
When you use adjectives like “exquisite,” “fastidious”, and “high-quality” to describe the product, your writing feels generic and less compelling.
That’s why Rebecca encourages writers to stay away from explanatory adjectives and superlatives.
Instead, focus on sensory details.
Here are a few examples:
“Sturdy, tobacco-hued leather” is more evocative than “finest calf leather.”
“Firm, supple sole” speaks more vividly than “high-quality rubber sole.”
“A serene, sun-kissed morning in Kensington” paints a clearer picture than “a beautiful day in Kensington.”
It really comes down to showing vs telling.
Stating facts or sharing information like “our leather is the finest” with no proof is weak.
Well, what makes it the finest leather?
Is it because it’s vegetable-tanned in a tiny leather workshop in Northern Italy?
Key takeaway #6: Stop telling and start showing why your products are the best.
Another key aspect of great product descriptions is accuracy.
One adjective that accurately describes the product is better than three vague ones.
A great exercise for this is to take any object, stare at it, hold it, and write down every detail you notice.
What does it look like?
How does it feel to hold it in your hands?
What’s the material like?
When you hone in your focus, you start to notice details you otherwise wouldn’t.
Once you’ve described the item, circle the adjectives that describe it the best.
Key takeaway #7: One accurate adjective > three vague ones.
Finally, the call to action.
Many brands overcomplicate CTAs.
“Discover product X and take a step closer to blah blah…”
It almost always sounds forced.
Sometimes, a simple “Shop Now” is all you need.
However, the problem here is that the CTA says “Discover” but doesn’t specify what exactly.
I think attaching a product name to the CTA would make it less confusing.
Key takeaway #8: Specific CTA = higher click rates.
Either way, great job, dunhill.
To recap:
TL;DR
Key takeaway #1: “Show the image” and cater to the audience’s aspirations.
Key takeaway #2: Test lowercase subject lines.
Key takeaway #3: Avoid using buzzwords
Key takeaway #4: Compel the reader to read the next sentence.
Key takeaway #5: Use sensory writing to immerse the reader.
Key takeaway #6: Stop telling and start showing why your products are the best.
Key takeaway #7: One accurate adjective > three vague ones.
Key takeaway #8: Specific CTA = higher click rates.
Next week
We’ll look at a back-in-stock email by a fashion brand. I’m excited about this one because it’s one of those low-hanging fruit in your business. Most e-commerce brands don’t have an automated back-in-stock sequence, yet those who do are capitalizing on the massive opportunity to convert more customers.
Here’s what’s next:
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Read more:
Emails That Sell #6: Plain-Text Re-Engagement Emails (Eight Sleep)
Emails That Sell #5: The No Discount Cart Abandonment Email (Whisky Loot)
Emails that Sell #4: How to Communicate Your Unique Mechanism
