[Email of the Week #48]: Mixtiles

By Chris Orzechowski

Screen Shot 2020-09-17 at 11.30.46 AM

Some companies use their marketing to make you feel like you’re not just another customer… and that you actually matter.

There’s a lot of ways to do this.

But most of the time, you’ll see these special interactions happen through email.

Sometimes companies go the extra mile to add a little personal touch to their marketing… and it’s these little personal touches that make you remember to come back and buy from them again and again.

I don’t have a big long intro story today.

I’ve never purchased anything from this company.

But when Emmy Kissinger forwarded me this email from Mixtiles, I fell in love this this “First-time buyer” email.

I’m gonna just get right down to the point today if that’s alright with you.

So…

Without further ado…

Let’s take a look at this week’s Email of the Week!

This is the 48th installment of my Email of the Week series. (Catch up on previous episodes here.)

And in case you’re new around here, here’s how this all works…

The Rules For Email Of The Week

Each week, I go out into the wild to find a super-effective e-commerce marketing email… and I break down what made it work. My goal is for you to tune in each week, so I can teach you strategies and best practices YOU can use to make your own emails better.

I find these emails in my inbox, but I also accept suggestions from readers who have a remarkable email they’d like to share.

If you recently received an email that was so awesome it made your jaw drop, I wanna see it.

Forward it to me (chris at theemailcopywriter dot com) with a brief message about what you liked about it. If I choose to do a breakdown of the email you sent, I’ll give you a shout out and link to your site.

The only rule is… you can’t pick yourself.

Now then, without further ado, let’s check out the Email of the Week!

Husbands Everywhere Rejoice!

One of the most frustrating things in the world is hanging a picture on the wall of your home.

I mean…

It seems simple enough, right?

But you gotta make sure it’s level… you gotta make sure it looks good where you placed it… if you move it after you drove the nails into your wall… well then now you gotta grab your spackle and paint.

It’s a nightmare, tbh.

Enter Mixtiles.

Go to their homepage and watch their video now and then come back to this article.

With such an awesome product, it lends itself to repeat purchases.

Even I wanna buy some of these – not only because they’d make an awesome gift, but also because It’ll make my life a lot easier.

Anyway…

Mixtiles has an incredible email automation after you buy the first time.

It is flawless.

Simply perfect.

I don’t think I could improve on it if I tried.

It ticks all the boxes as far as I’m concerned when it comes to a great automated e-commerce email.

Let’s dive in…

Subject line: Whoa, thanks!

This subject line is perfect.

Look at it.

Bask in it.

It’s short.

It looks like it was written by a real human, not a dIrEcT rEsPoNsE cOpYwRiTeR.

It’s real.

I love it.

Let’s look at the body…

 

 

Where do we even begin!

First, let’s look at the design.

Does this look like a typical ecom email?

NOPE!

And that’s what is so amazing about it.

They’re not concerned with distracting you with crazy design.

They’re letting the message speak for itself.

From the start of this email, it’s super personal.

From the Founder… to you.

They’re building that connection.

After that first line, they sum up the origin story in three sentences. Within this three-line story you have social proof, demonstration, dimensionalization, AND… it implants ideas for future purchases.

From there… they explicitly say they care about the relationship they have with YOU, their customer.

I’ll say it again, this email is flawless.

The following line demonstrates how much they care, by including that bit about customer service – they wanna make sure you’re happy.

And after that, they give you a discount for your next purchase. AND… it’s good for three weeks. More than enough time to receive your original order, try it out, love it… and then decide to come back for more.

Strategically, this is solid.

And I’m going to assume – I HOPE – that they send a few follow-ups later on in this post-purchase flow to remind people to use that discount.

I might have to buy from them just to see… the curiosity is killing me.

And then they wrap up the email with a personalized sign off.

This email is just an A+++++++++++++++++++++++++++

It’s short, and to the point.

Not a word wasted.

I love this.

I’m a fan.

Great job Mixtiles… you rock!

Special Shout Out to Emmy Kissinger

Emmy is actually an Email Copy Academy student… and an all-around awesome person.

If you don’t follow her, you absolutely should.

Here’s her ‘official’ mini bio:

Emmy Kissingeris a social media and email copywriter for businesses large and small. Emmy also helps newbie freelancers find all the clients as efficiently as possible. If you’ve seen any of her social media profiles, you know she’s a pretty decent mom and a really excellent backyard chicken owner.

One of the things Emmy pointed out that was so great about this email form Mixtiles was the fact that they ACKNOWLEDGED that she made a purchase.

This is so so so important, for every brand.

Every order should be a celebration.

If all you’re doing is sending a standard receipt email and then pummeling your customer with lifeless, promo emails after that… you’re doing things wrong.

Thanks so much Emmy for passing this one my way… you rock!!!

Big Takeaways from Mixtiles

  1. Subject lines should look like they came from a friend.
  2. Your emails should be designed so they actually look like emails.
  3. Write from one person… to one person.
  4. Keep your message tight and to the point.
  5. Get good at summing up your origin story in just a few lines.
  6. Inject some social proof to make your customer feel good about the purchase they just made.
  7. Let customers know you care about them. Literally tell them.
  8. Give them customer service info, don’t hide it. They’ll like you more for this.
  9. Incentivizing a second purchase is very sound strategy.
  10. Personal sign-offs always… people want to hear from people, not teams/companies.

What You Should Do Next

  1. Subscribe to my email list so you can get ALL of the Emails of the Week delivered straight to your inbox, automatically.
  2. Leave a comment for me below and let me know what you liked about this email.
  3. Buy some Mixtiles. They have a really cool product and with the Holidays coming up… these would probably make awesome gifts.

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1 Comment

  1. Rachel Augustine on September 25, 2020 at 11:38 am

    This is brilliant!

    I especially love the subject line, customer service info and how so much was said with a few words.

    Learnt a couple of new things.

    Thank you, Chris!

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