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Product emails can come in all shapes, sizes, and varying degrees of success. Read on to discover emails that work for us and why, so that you can be inspired by these best-practice examples and use them in your store.

Bose’s best headphones yet: Keeping it simple

Everybody knows that Bose sets industry standards when it comes to stereo speakers and headphones. So, when you open an email sent by Bose and see them offering “Our Best Headphones Yet,” you can bet that Bose fans will want to know more.

Bose further keeps it simple by only giving the name of the headphones and then leading the reader straight to the “View Details” button. Straight to the point, no extra fluff. You have no choice but to click the button to get more information—and, presto, Bose (or rather their cookies) knows you’re interested in these headphones.

In case you don’t know who or what Bose is, scrolling down gives you more information on the company and their products, their expertise, and how to “get the most out of your headphones.” But, even here, there’s not much clutter. The copy is well crafted and on point.

And, just in case you’re still not convinced, they entice you to check out their Instagram page with the caption “When you lose the wires and the noise, you gain total focus.” And who couldn’t use a little bit of extra focus these days?

Takeaway #1: Remember to keep it simple. Don’t be afraid to make bold statements (if you can back them up), but don’t fall into the trap of trying to explain them. If they’re done well and make sense in context with your company and possibly other ad campaigns you’ve run before, no need to over-explain. Entice your reader and then let them follow their curiosity to find out more.

View full email here.

Email Tees: An exclusive club for your target audience

Email Tees offers official apparel for email geeks, and every email marketer knows about Black Friday and Cyber Monday. It’s the “deadline of death,” when more product promotion emails are sent out in three days than during the rest of the month.

So Email Tees offers a t-shirt with the famous Tim Burton font and a play on his classic Nightmare Before Christmas—another holiday before which email marketers have to be on their game.

This t-shirt is so wonderfully specific that any email marketer who’s ever worked toward the Cyber Monday deadline will get it instantly, but nobody else will. It’s an inside joke, something only other email marketers will understand and smirk at.

And that’s exactly what Email Tees conveys in their product email: that sense of unity and community. And they don’t need many words for the reader to get it, as long as they’re part of the email geek club.

Takeaway #2: Write the email for a very specific target audience. Make them feel like they’re part of an exclusive club—or like they could be, if only they bought your product.

View full email here.

Rapanui: Timing is everything

It’s a fact of life that, after a long, hot summer, autumnal temperatures just feel chilly. So, if you receive an email at the end of September asking if you’re feeling a bit cold, you can’t help but think, “Yes, can you help me do something about it?”

Rapanui can, which is why they’re offering a discount coupon for jumpers for men and women.

Takeaway #3: Timing is everything (in combination with good copy). If your timing is on point when promoting and discounting your seasonal product, you can really make a killing. If you then also manage to hit your reader where it hurts and offer them a discounted solution, better make sure you have enough products in stock.

View full email here.

Wrap up

There are many more building blocks of great product emails that result in sales. In fact, you can find a massive selection of really good examples right here.

CM Commerce can help you make creating your own great product emails a breeze, with a ton of pre-built templates in our email builders. Sign up here for a free trial and get started now.


This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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