I promise I won’t audit an Aday email again. 

But then I audited an FCMB email twice, and a Zenith email twice. 

True, I need to find new audit material, but today’s email was too good to pass up on. 

I do believe in doing all you can to stand out and this email was exceptional at doing that. 

Why though? 

You can find out all about that in Aday welcome email teardown.

Hardly do I get eCommerce welcome emails that don’t look like eCommerce emails. 

And as an email strategist, I’ve seen this happen twice. The first time was with Aday, and the second time was with Radixir. 

It was so well done in this email that I had to share the goodies. I mean I couldn’t resist.

Watch the video here:

Goodies

1. Don’t be afraid to go against the grain:  

I don’t have information on how well this email performed. But given that this is such an unusual email to get from an e-commerce business, I love it. 

It used the classic “Email from the CEO/founder” template (usually reserved for SaaS companies) to create a warm welcome for first-time subscribers to the email list. 

The reader can easily imagine themselves walking into the brick-and-mortar store and Meg is standing there saying a hearty hello and taking them around the store, showing them their best designs and making them feel like they’re part of something here. 

The lesson here is to not be afraid to try new things to improve your email strategy. 

2. Great use of scarcity and urgency.

This isn’t something that you see very often in welcome emails so it was also unique: 

Telling the reader that there is a high possibility of losing what they fancy if they don’t get it right away (because they produce in small batches) is a really nice touch. 

It creates a sense of urgency which makes the reader feel that they have to get what they like right now. 

3. A smarter approach to discounts. 

This email puts the minimum price to cash in a discount at $150. 

This means if you buy anything less than that, the discount code won’t work for you. This is effective in getting people to buy more by offering them an opportunity to save. 

Of course, it is best to do what works for you, but you don’t have to do it in such a way that you’re operating at a loss. 

4. From Name spikes curiosity. 

The FROM NAME is the most prominent ‘above the fold’ copy that emails have. 

This email used ‘ADAY Founders’ to show who exactly you are getting the email from. This makes you curious since this is the first ever email after you sign up to join their list.  

Uglies

1. Not so much of a value prop. 

While I give kudos for brevity in the emails, I want point to out that there was no reminder of the value prop in the email. 

The value prop is that Aday is a capsule wardrobe brand that focuses on sustainability in fashion but there was no reference to that in this email. 

I feel like this was a missed opportunity to reinforce the message that when you buy from Aday, they aren’t just looking good, you are also saving the planet. 

You know throw in some good vibes in there. Make people feel good about themselves. This is even more important because this is one of the reasons that they produce in small batches as well. 

Always be testing

Before sending a radically different email to people, test with a smaller batch to see what works. Note that testing may take a while, but it feels great to be harmed with information instead of doing something that jeopardizes your email profit. 

Meta description: “Aday’s welcome email breaks eCommerce norms with a personal touch, smart scarcity tactics, and a clever discount strategy—see why it works in this audit!”

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