Email Breakdown #21: Avaline

Hey,

Nathan here from CreativeDTC.

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

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

Let’s dive in.

Why It Works:

This email from Avaline works because it doesn't try too hard. It's clean, it's clear, and it makes buying wine feel like the obvious next step. No wine snobbery, just a bottle you want to grab and some food to pair it with.

1. Problem-Solving Headline

• What They Did: Headline says "An Effortless Pairing" - not "Buy Our Wine" or some forgettable product name.

• Why It Works: Speaks to what people actually worry about with wine - "Will this go with my dinner or will I look like an idiot?" Problem, meet solution.

• Smart Play: Don't sell the thing, sell the fix. Nobody wants a drill, they want a hole in their wall. Nobody wants wine, they want to impress their dinner guests without a sommelier degree.

2. Practical Usage Scenarios

• What They Did: Showed actual food pairings with quick explanations of why they work with this specific wine.

• Why It Works: Removes the "but what would I do with it?" hesitation by painting the picture for you. You're already imagining the pasta dish you'll make.

• Smart Play: Don't just claim versatility - show exactly how your product fits into real life. Skincare brands: show morning vs. night routines. Cookware: show weeknight dinner vs. Sunday feast applications.

3. Strategic CTA Placement

• What They Did: Put "SHOP ITALIAN BIANCO" buttons at both top and bottom of the email.

• Why It Works: Catches both the "shut up and take my money" crowd and the "let me read everything first" people without feeling like a desperate car salesman.

• Smart Play: One CTA for the impulsive, another for the thorough readers. Different customers, different buying speeds - accommodate both.

4. Premium-Yet-Approachable Design

• What They Did: Kept it clean with plenty of white space, consistent fonts, and colors that match the product.

• Why It Works: Looks premium without trying too hard. Easy to scan while waiting for your coffee or pretending to listen in a meeting.

• Smart Play: Match your email design to what you're selling. Premium products deserve premium-looking emails. But remember - even luxury needs to be scannable on a phone.

Key Takeaways:

This email works because it creates desire while removing obstacles. It shows the product clearly, explains exactly how to use it, and makes purchasing feel like the natural next step.

Your emails should do the same - clear visuals, specific use cases, and a design that matches your brand without sacrificing readability.

→ 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 »