Emails
Project: National Book Lover’s Day Campaign for “The Grape Detective” Monthly Subscription Box (SPEC)
Client: Vinebox is a monthly wine subscription company that delivers themed wine-tasting experiences right to subscribers’ doors. Known for its cheeky, warm, and clever brand voice, Vinebox offers curated wine selections paired with interactive elements to make every box memorable.
Audience: Book lovers, game enthusiasts, and wine fans who value cozy nights in. These are people who enjoy clever language, engaging themes, and unique experiences they can share with friends or savor solo.
Challenge: Vinebox’s monthly subscription emails need to stay fresh and exciting without feeling repetitive. For August, the challenge was to craft a campaign that captured the curiosity of readers while spotlighting the wine-tasting game and its mystery theme.
Solution: The email starts with a wink to Sherlock Holmes—"Flavor Tasting Is Elementary, Dear Wine Lover"—to grab attention. From there, the copy invites readers to uncork a wine-tasting mystery with their Grape Detective box, complete with a fun game that turns each glass into a flavor-filled puzzle. Teasing flavors like oak and pineapple sparks curiosity while positioning the box as a must-have experience.
Results: This spec email nails Vinebox’s warm and witty tone while keeping the focus on the experience. By blending intrigue, clever copy, and a playful theme, the email entices readers to hit "Order Now" and solve the mystery for themselves. It’s an adventure you don’t want to miss.
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Project: Product Launch Email
Client: Ever Aster
Audience: Demographics are women ages 25-55 with middle to upper-middle-class income who want elegant, minimalist charm jewelry that’s handmade and meaningful.
Challenge: This new line of tiny charm jewelry was the first product in my client’s shop that allowed consumers to design their pieces with multiple charms at once.
The introduction email needed marketing copy that both reflected the elevated elegance and curated whimsey of the collection. The words she wanted to represent this line were elegant, nostalgic, and playful.
Solution: I wanted to appeal to the women who’d grown into ladies with elegant tastes, but still felt a pang of nostalgia whenever they saw a mood ring from their childhood in the 90s.
This email was the first in a sequence that would highlight each feature of the collection, the ability to customize their jewelry pieces, and focus on the deeper benefit; celebrating their romantic memories of the past.
I was able to collaborate with my client to also release three different pre-sets that paid homage to childhood nostalgia and the meaningfulness of Ever Aster’s values.
Results: The Paperclip Charm bracelet is now one of my client’s best-selling products on her website.
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SUBJECT LINE: Enchanted To Meet You
PREVIEW TEXT: Ever Aster’s new Charm Jewelry collection is here.
