Email Breakdown #22: 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 template in Figma below, free for you to use and customize.

Let’s dive in.

Why It Works:

This Graza olive oil email helps solve two common customer headaches: how to refill those squeeze bottles and what to whip up with their product. The design cleverly combines practical guidance with culinary inspiration, all wrapped in their playful, approachable brand identity.

1 — Clear Visual Instructions

• What They Did: They rolled out a step-by-step refill guide, complete with numbered instructions and visuals that show exactly how to transfer oil from the refill can to the squeeze bottle.

• Why It Works: This approach cuts through the confusion about product usage, slashing customer service inquiries while enhancing the user experience. The visual format makes what could be a messy task feel simple and totally doable.

• Smart Play: Think about creating visual tutorials for any product that needs assembly, refilling, or specific usage techniques. Use numbered steps with minimal text to make complex processes feel manageable. Trust me, your customers will thank you.

2 — Dual-Purpose Content Structure

• What They Did: They split the email into two distinct but complementary sections: "REFILL" instructions and "Cooking inspo just for you!" featuring recipe suggestions.

• Why It Works: This structure delivers immediate practical value (how to use the product) while also serving up inspiration (what to make with it). It’s like hitting two birds with one stone, addressing both functional and aspirational customer needs in one go.

• Smart Play: Organize your emails to tackle an immediate problem first, then inspire further product usage. This "utility + inspiration" combo keeps customers engaged with your product ecosystem. It’s a win-win!

3 — Recipe Integration as Soft Selling

• What They Did: They featured three visually appealing recipes with "Get The Recipe" CTAs, showcasing their olive oil in action without the hard sell for another purchase.

• Why It Works: This strategy highlights product versatility while providing genuine value. Customers see multiple uses for their purchase, which boosts perceived value and the likelihood of continued use.

• Smart Play: Create content that shows your product in various usage scenarios. This subtly encourages consumption (and faster repurchase) while positioning your brand as a helpful resource rather than just another seller.

4 — Multiple, Specific CTAs

• What They Did: They included separate, clearly labeled CTAs for each recipe instead of a single generic "Shop Now" button.

• Why It Works: This gives readers multiple entry points based on their specific interests, increasing the likelihood of engagement. Each CTA promises specific value rather than a general browsing experience.

• Smart Play: Create multiple, specific CTAs that connect to different customer interests or needs. Track which ones get more clicks to better understand what your audience values most.

Key Takeaways:

The most effective emails tackle real customer problems while subtly nudging for further engagement.

Combine practical instruction with inspiration, maintain strong visual branding, and offer specific next steps tailored to different customer interests.

Remember, helping customers get more value from what they've already purchased is one of the best ways to ensure they'll come back for more.

→ 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 »