January brought us a fresh start and some seriously smart email campaigns. From clever gamification to beautiful seasonal storytelling, this month's picks showcase brands embracing creativity and innovation.
1. Daisy London
SL: NOW UP TO 70% OFF
Chosen for: Creative engagement
Daisy has absolutely nailed the art of turning a sale email into something genuinely engaging. Instead of the usual 'SALE! SALE! SALE!' approach, they've used a striking image with a word search puzzle. The design is clean with a warm, neutral colour palette, whilst the playful concept stops you mid-scroll and makes you actually look at the email. It's creative, unexpected, and transforms a standard sale announcement into something visually memorable that stands out in a crowded inbox.
2. Merit
SL: The Swipe Experiment
Chosen for: Messaging
Merit's "Swipe Experiment" email opens with a bold statement: calling 'value' "the most unsexy word in beauty" before completely reframing it. The hero image shows rows of terracotta swipes, making the product's value instantly visual and tangible. By focusing on cost per wear and proving their "Minimalist" product delivers 2,616 swipes and 336 days of use, Merit turns a potentially boring stat into compelling proof of value. The copy challenges you to think differently about what products are worth investing in, whilst the clean, minimal design with soft tones and plenty of white space lets the message breathe. It's smart positioning that makes you reconsider your beauty routine.
3. Astrid & Miyu
SL: A world of jewellery heaven - right at your fingertips
Chosen for: App promotion and design layout
Astrid & Miyu has created a stunning visual showcase for their mobile app launch. The hero section draws you in with a beautifully composed flat-lay featuring their app interface surrounded by product imagery. The email is structured brilliantly with clear sections explaining the app's benefits, from shopping to earning rewards and booking experiences. What really stands out is how this email makes downloading an app feel like joining an exclusive club rather than just another transaction.
4. Smol
SL: YOU DID IT!
Chosen for: Brand positioning
Smol's welcome email is a masterclass in making new subscribers feel good about their choice. The subject line – "YOU DID IT!" – is celebratory and positive, setting the perfect tone. The real star is the comparison table, positioning Smol against "big brands" with cheeky confidence: ticks and enthusiastic "YES!" responses for Smol, crosses and dismissive comments like "a little 'meh'" for competitors. It's presented with personality rather than aggression, with a pastel blue and cream palette that keeps things fresh and friendly.
5. Little Greene
SL: A new collection, coming soon...
Chosen for: Storytelling and visual impact
Little Greene's "In the Garden" collection announcement is simply stunning. The dark, moody background creates drama and lets the hero illustration – a beautifully painted otter swimming amongst lily pads with a delicate water lily bloom and a small frog perched on one of the pads – take centre stage. The email celebrates inspirational gardens in collaboration with our client National Trust. The colour palette is rich and sophisticated with deep navy background, lush greens, and delicate pink florals, whilst the charming wildlife illustration adds personality and storytelling. It's the kind of email that makes you slow down and appreciate beautiful design.
At ActionRocket, we love celebrating brands that push the boundaries of what email can be. These January picks prove that great CRM is about understanding your audience and delivering experiences that resonate. Want to create emails worthy of next month's round-up? Get in touch.