Email Breakdown #18: GRAZA

Hey,

Nathan here from CreativeDTC.

Today’s breakdown: what makes this email from GRAZA 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.

How It Works:

This email from Graza works well because it blends playful branding with a clear purpose: encouraging customer reviews and promoting product use. Its bright, engaging design directs attention to specific actions without feeling overwhelming.

1. Playful and On-Brand Visuals

• What They Did: Graza used vibrant, brand-consistent colors and playful illustrations, like the olives instead of review stars and a bright green background, to grab attention.

• Why It Works: Consistent branding builds recognition and trust. The fun visuals make the email feel less like a sales pitch and more like a friendly message.

• Smart Play: Use bright, consistent brand colors and light-hearted visuals to make your emails stand out. Keep them simple but recognizable.

2. Clever Review Request

• What They Did: The headline "We Think We're 5 Olives" paired with "But what do you think??" is a playful twist on star ratings icons. The CTA to “Leave A Review” is clear and direct.

• Why It Works: It’s approachable and doesn’t feel like a hard sell. The playful language lowers the barrier for action, making it more likely people will leave a review.

• Smart Play: Ask for reviews using fun language and relatable metaphors instead of generic “Rate us” prompts. Make the CTA button prominent and straightforward.

3. Inspiration with Social Proof

• What They Did: They included recipe images with a “Get Cooking!” button, suggesting ways to use their product without being too pushy.

• Why It Works: Inspiration-based content helps subscribers visualize the product’s use, boosting engagement and potential conversions.

• Smart Play: Incorporate lifestyle or user-generated content (like recipes or reviews) that shows your product in action. Make it easy for readers to learn more with clear buttons.

4. Casual and Warm Copy

• What They Did: The copy uses a friendly, conversational tone, saying things like “We’ll love you forever for it!” and including light humor.

• Why It Works: Casual language feels personal and approachable, making readers more likely to respond positively.

• Smart Play: Adopt a warm, human tone in your emails. Avoid sounding corporate or sales-heavy—write like you’re chatting with a friend.

Key Takeaways:

This email excels because it uses friendly language, strong branding, clear CTAs, and valuable content without being too pushy. To boost your email performance, focus on playful yet direct copy, visually distinct CTAs, and useful, engaging content. Keeping things light, clear, and actionable is the way to go.

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

Reply to this email if you have any questions or further content you want covered.

Talk soon,

Nathan

PS » Let’s connect on LinkedIn (​link​). I’d love to hear about your brand.

PPS » If you run an e-commerce brand above $30k/mo and you want to have a free email strategy consultation with me, book a call here »

3 Ways We Can Help You:

» Email Design Club. Looking to create and send high-converting emails faster. Get access to 190+ email design blocks and fresh templates every month, inspired by top DTC brands here » Want 50% off lifetime access? DM me on LinkedIn »

» 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 here »

» Free Training Guides: How 6%+ Popup Conversion Rates Can Transform Your DTC Brand here » and our Ultimate 8-Email Welcome Flow Guide here »