10 Effective Examples Of DTC Email Marketing

10 Effective Examples Of DTC Email Marketing
24 January, 2024 • ... • 1346 views
Nikita Nilov
by Nikita Nilov

Brands construct robust communication strategies and invest millions of dollars in their image, logos, fonts, photos, and videos. Their landing pages are glossy and brilliant, and their ads are magnificent.

Yet, often customers must visit a retail store to make a purchase. But the thing is, stores act as third parties and operate as distinct entities, serving multiple brands, and may struggle to adhere to every aspect of a sophisticated brand strategy. 

This has led to an increase in brands adopting the direct-to-consumer model (DTC) which allows them to supervise every step of the user journey, including implementing DTC email marketing. By guiding the subscribers through the marketing funnel and controlling the messaging at every step, brands enhance their communication and make it more effective.

What is a DTC email marketing campaign?

In simple terms, direct-to-consumer marketing is the way a brand can reach its customers and make sales without intermediaries — usually retailers.  

Email marketing is an important tool in the DTC arsenal that enables brands to foster relationships, drive sales, and create a unique brand experience, all with direct messaging. A DTC email marketing campaign involves the strategic use of emails to communicate directly with customers, showcasing products, promotions, and brand stories.

Without further ado, let’s jump into the exciting examples of brands that unleash their true power in their direct email marketing!

10 effective DTC email marketing examples

1. Blume: Making your message stand out with informal tone of voice

Blume is a wellness and self-care brand that excels in personalized communication. 

Blume’s DTC email marketing is highly visual and uses a consistent informal and friendly tone of voice, where design meets genuine message. From the moment you open their newsletter, you’re treated to a visual feast, a delightful journey that’s aesthetically pleasing from start to finish — even when they are making the sales.

Blume email with “We are not screaming, you’re screaming” header
Blume starts a dialogue once you open that email. Source: Really Good Emails

What sets Blume apart is the warmth infused into their messaging. The emails feel like friendly notes from a close friend, instantly placing the brand’s values at the forefront. The focus is on well-being, customer, and brand culture, with sales taking a back seat. It’s not about pushing products; it’s about providing value and fostering a sense of belonging.

Blume email with “Send Love” header offering to send some kind words that would be randomly sent to one of the customers.
Blume and its “send love” campaign where anyone can come up with an inspiring message for the random person. Source: Really Good Emails

Each email is a unique piece, but they all share a common thread – the primary goal isn’t a hard sell. Blume understands that the real currency in the inbox isn’t just profits, but trust and affinity. While the products are present, and seamlessly integrated into the content, the spotlight is on building a connection that goes beyond transactions.

The effectiveness of Blume’s approach lies in acknowledging the human experience. The emails add an authentic touch that reinforces the broader self-care message, making the brand feel not just like a purveyor of products but a companion on the journey to well-being.

In essence, Blume’s DTC emails are a masterclass in relationship-building. Yes, sales are the sales, but the real magic is in creating a brand narrative that resonates, builds trust, and shares valuable insights. It’s marketing with a heart, where the customer isn’t just a buyer but a member of a community brought together by a shared commitment to self-care.

2. Vuori: Engaging users with the authentic storytelling

Vuori, a performance apparel brand, uses storytelling in their email campaigns. By sharing the stories behind their products and brand values, they engage customers emotionally, fostering a deeper connection.

Welcome email from Vuori with an inspiring message in the beginning and a bit of storytelling
Source: Really Good Emails

Vuori’s DTC email efforts enhance a routine welcome email by adding a few concrete brand statements and 15% off the first order right away. From the very beginning, Vuori tells the brand story, making the recipient feel not only informed but also excited about their purchase journey with a significant incentive.

3. Levi’s: Dealing with the cart abandonment in a smart way

Let’s look at the very common scenario: user fills the cart cart and leaves without completing the purchase. The average cart abandonment rate is more than 70%: that’s a huge revenue opportunity loss. So sending abandoned cart emails in an effort to recover some of it totally makes sense.

Now let’s have a look at the cart abandonment email from the iconic denim brand Levi’s. Things that make this email work are that:

  • Levi’s provides you recommendations based on the products you added to the cart in case you would like to get some more of them or maybe you would like to add something to your order.
  • The “Check out now” CTA creates a seamless experience so users can take action without returning to the website.
  • Strong message, some helpful hints and basically nothing extra — that’s the Levi’s recipe for success.
Levi’s abandoned cart email with the CTA and look ideas for the selected pair of jeans
“Let’s make this official” — bold, yet convincing statement for the abandoned cart. Source: Pinterest

4. Bonobos: Being truly creative

Bonobos, a clothing brand for men, excels in creativity when it comes to content. Their email marketing often includes high-quality photography, interesting design choices and fancy fonts.

Let’s have a closer look at the regular email and how it creates a play of the product, the background and the message, pun intended.

Bonobos product email with the CTA and brand message
Email leading to the Bonobos online store — creative and neatly aligned with the brand character. Source: Really Good Emails

After that, it’s all about the brand character. You don’t even see the usual product cards, just some exquisite photos (or GIFs), and strong CTA.

5. Glossier: Unleashing the power of UGC

UGC is usually an elephant in the room when talking about the brand connection to the audience: everyone knows about it but very few use it right.

Glossier, a beauty and skincare brand, leverages user-generated content (UGC) in their emails quite confidently. By featuring customer reviews, photos, and testimonials, they build trust and authenticity around their products.

Glossier welcome email with product cards and photos of real users
What a nice welcome email with some cute product placement, as well as photos of real people and Instagram links. Source: Really Good Emails

That’s only part of it: Glossier is also using user reviews in their DTC marketing campaigns, which is an indicator of a brand that finds its power in the honest feedback of its customers. 

Glossier review email with brow care product cards and photos of real users
What a nice sincere email with some real reviews from Instagram, as well as photos of real people and Instagram links. Source: Pinterest

Making it possible to provide a channel for clear feedback for the users is one thing, but using it in the regular marketing campaigns is a whole nother level. 

6. Away: Utilizing the power of brand ambassadors

Away, a luggage and travel accessories brand, focuses on post-purchase engagement. Their email campaigns include travel tips, guides, and follow-ups — everything you would expect. But there’s more!

Away’s product email with Serena Williams collection and its USPs.
Famous athletes need suitcases too! Away’s campaign with Serena Williams. Source: Really Good Emails

In order to stand out, they tell stories in their emails and use all the tricks available — like a collaboration with a celebrity. By integrating famous athletes that share their tone of voice and brand image, Away is reinforcing the regular product message and stands out from its competitors.

7. Athletic greens: Upselling the upgraded subscription

Athletic Greens, a nutritional supplement brand, focuses a lot on the existing customers and utilizes email marketing to approach them. 

Upselling and cross-selling are the key points of their DTC email marketing campaigns. Upselling in email marketing can be an effective strategy to increase the average order value and generate more revenue from existing customers. By showcasing complementary products or upgrades, businesses can encourage customers to make extra purchases, resulting in a higher return on investment for their marketing efforts. 

In the example below, they offer subscribers to upgrade their package for an extra fee.

Athletic Greens upgrade offer email with product features
Athletic Greens invites you to upgrade the subscription and gives you a list of benefits. Source: Really Good Emails

8. Allbirds: Being sustainable

Allbirds, a brand known for sustainable footwear, may emphasize this feature in their email marketing. They communicate their eco-friendly initiatives, making customers feel good about their purchases and simultaneously building a brand image centered around responsibility.

Allbirds product email with relevant sustainability message.
New Allbirds collection in collaboration with AllTrails. Source: Really Good Emails

9. Ring: Sharing tips and useful content

Ring, a home security brand, excels in sharing useful tips. Their email campaigns often suggest tips and not just products or upgrades, encouraging customers to learn more about their overall security setup.

In the simple scenario of automation triggered by a low battery in the device, Ring sets you a kind reminder with some instructions. And, of course, they are not forgetting about extra sales! Just in case.

Ring email with “low battery” reminder and extra option to buy an upgraded battery
Automatic email for the low battery event — it tries to be helpful and offers some options in case you need a backup

10. Casper: Focusing on the product

Casper, a mattress and sleep products brand, focuses on the product itself. Their email campaigns target customers with special offers, reminding them of the brand and enticing them to make another purchase.

Brands that are choosing the DTC path emphasize the product benefits just how the brand needs them to be emphasized: and it’s very clear in the Casper emails that are very detailed and extremely thorough — in the end it’s all about the product, isn’t it?

Casper email with an extensive list of sales propositions and “settle into snuggle season” header
Casper email is cozy and tells a good story about the product. Source: Really Good Emails


Direct-to-consumer (DTC) email campaigns are a powerful tool for brands to forge meaningful connections with their audience. It is more than just a channel for sales; it’s a canvas for crafting unique brand experiences. 

The essence of DTC email marketing lies in its ability to break free from intermediaries, allowing brands to directly engage with their customers. It’s about authenticity, personalization, and a genuine commitment to building lasting connections. DTC email campaigns are not just about selling products; they are about weaving narratives, fostering trust, and creating experiences that resonate with the hearts and minds of consumers. 

24 January, 2024
Article by
Nikita Nilov
Nikita is a marketer by calling, exploring the world of digital marketing with experience in agencies, corporations and media platforms with a journalist background. Nikita is experienced in multiple industries and markets: from automotive to telecom and from government to FMCG, and from Eastern Europe to Middle East. Outside of work, Nikita’s interest lies in music, cycling and learning languages.
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