Email Breakdown: Athletic Brewing’s Upside Dawn Email
As a DTC business, you might not have a special discount to offer always. You will simply need to send that newsletter promoting your flagship product.
What you need to do, though, is make it AWESOME.
Look at the email above from Athletic Brewing co.
With a perfect combination of dandelion yellow and cerulean blue, the very template gets me going — don’t you hear the birds chirping and feel the sea breeze on your skin already?
That’s what the email creative does. Tickling your subconscious within a matter of seconds!
The copy confirms it by using the right words, pace, and tone. First off, it wants to position the brew as a summer sidekick. So you don’t need a special occasion to have a can of Upside Dawn. You are going outdoors… may be to work on your woodworking project or hiking on the nearby hill with your friends. Carry a six-pack with you.
In fact, they literally tell you to “throw a six-pack in your bag and get out the door.”
Think about this: the first picture at the top does this to you.
Then, when you are ready to go outdoors and hang out with your friends (or probably in the mood to do so), they tell you what to do next.
Why not share your summer (and the brew) with your friends?
It’s like giving you an idea — and you are there nodding your head like it all makes sense.
The image accompanying the message is again on point. You holding a beer and having fun with your pals. Maybe put in a good word for Upside Dawn?
Below that seems to be a testimonial not showing properly in the image above. I believe it serves its life’s purpose: to convince you further that this is worthy of being shared with your friends.
Oh, are you still not convinced? (You are a tough cookie, aren’t you?)
Athletic Brewing isn’t going to give up anytime soon.
To accentuate their point, they even invited you to take a look at how Upside Dawn is prepared. In their words, “…just a few ingredients, but quite a lot of effort.”
I don’t know about you, but to me, this indicates the simplicity and the purity of the product — almost like a friend putting in 10 hours hands-on to prepare his home-brewed beer for me.
How can I not like it, right?
Also, did you notice they never mentioned the word “beer” in this email? Instead, they employed the term “brew” regularly. Why?
If I have to take a guess, “beer” sounds casual — may be too casual.
On the other hand, “brew” sounds casual yet sophisticated. It sounds like a drink that you can have at any hour of the day. It is a drink for adults minus the alcoholic tag attached to it.
Not to mention that the word “beverage” is known to be a spam-trigger word. Following that logic, even “beer” can get your email filtered as spam.
Using the word “brew” as an alternative might be a smart choice indeed.
