Email Breakdown #14: Blueland

Hey there,

Nathan here from CreativeDTC.

Today’s breakdown: what makes this email from Blueland work; and how to use these insights to improve your email campaigns.

Plus, I rebuilt this exact template in Figma below, free for you to use and customize.

Let’s dive in.

Why It Works

This email moves the reader seamlessly from opening to clicking to purchasing. It grabs attention fast, organizes content for impact, and builds trust. All while keeping it simple, engaging, and effortless to act on.

Hero Image & Headline

• What They Did: Featured a bold product image, a short, punchy title (“The Forever Bottle”), and a big CTA right at the top.

• Why It Works: Most people click here first, so they made it simple and powerful. The design instantly delivers the brand’s key message.

• Smart Action: Keep your top section clean and focused. Use strong visuals, a clear headline, and one big CTA. No clutter, just a direct path to buy.

Product Categories

• What They Did: Introduced kit options further down, keeping the hero section as the main focus while offering more details below.

• Why It Works: Fast buyers get hooked up top, while curious shoppers find a structured way to explore all the options below.

• Smart Action: Keep product sections visually clear, but I would try larger CTA buttons in the middle. This grabs scrollers who skip the first CTA and might overlook smaller “SHOP NOW” buttons.

Discount Section

• What They Did: Placed a 10% coupon at the bottom with a bold CTA.

• Why It Works: It gives hesitant shoppers a final nudge to act, creating a last-minute reason to buy.

• Smart Action: If you use a discount as a closing hook, make the CTA button stand out. A bigger, bolder design increases visibility and boosts conversions.

Design Consistency

• What They Did: Used a clean layout with clear headings, strong visuals, and plenty of white space.

• Why It Works: The structure guides readers. The top grabs attention, the middle informs, and the bottom drives action. Every type of shopper—skimmer or deep diver—has a clear next step.

• Smart Action: Design with intent. Use smart spacing, clear sections, and a logical flow to keep the email easy to read, engaging, and conversion-focused.

The Takeaway

This email flows smoothly, leading readers from a bold hero section to a final incentive. It pushes quick clicks while keeping options open for scrollers. Tweaking mid-section CTAs and making the final discount pop could boost engagement and drive more conversions.

→ Get the editable Figma template for FREE here. (Only until next Thursday).

Talk soon,
-Nathan
Connect with me on LinkedIn.

3 Ways We Can Help You:

» Email Design Club. For DTC brands that want to create and send high-converting emails faster. Get access to 190+ email design blocks and fresh templates every month, inspired by top DTC trends. (link) Want 50% off lifetime access? Send me a DM on LinkedIn with the word "FIGMA”.

» Klaviyo Email Audit. We’ll analyze your email strategy, highlight key gaps, and give you 5 high-impact fixes in a free 14+ page report, delivered in 72 hrs. (link)

» Free Trainings: The 4 key levers for DTC growth: popups, welcome flows, retention, and email strategy. I put together a few free guides to help you: (link).