Email Breakdown #23: BITE

Hey,

Nathan here from CreativeDTC.

Today’s breakdown: what makes this email from BITE 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 Bite is an example of an effective conversion-focused design. They've created an email that makes ditching plastic tubes feel like an upgrade, not a sacrifice. It taps into that eco-guilt while making the solution feel ridiculously simple - a perfect combo for driving action.

#1: Problem-Solution Framing

• What They Did: Positioned traditional tubes as the problem with "No tube, NO PROBLEM" messaging and toothpaste tubes shown in the background, while presenting their bits as the solution.

• Why It Works: This isn't just clever - it's Psychology 101. Our brains are wired to avoid problems and embrace solutions. They're not selling toothpaste; they're selling freedom from using plastic toothpaste tubes.

• Smart Play: Stop dancing around the problem your product solves. Put it front and center, make people feel it, then immediately show how you fix it. No problem = no need for your solution.

#2: Benefit Clustering Around Product Image

• What They Did: Surrounded their jar with four key benefits: "PROTECTS AGAINST CAVITIES," "BRIGHTENS," "REDUCES SENSITIVITY," and "TSA-FRIENDLY."

• Why It Works: They're basically saying "Hey, we're sustainable AND better than that tube you've been squeezing." It's addressing the unspoken "but does it actually work?" objection before it forms.

• Smart Play: Cluster your most compelling benefits around your hero product image. But be honest - if a benefit doesn't immediately matter to your customer, it doesn't deserve that prime real estate.

#3: Simple 3-Step How It Works Instructions

• What They Did: Created a clear "A better way to brush? Easy as 1, 2, 3" sequence showing exactly how to use this unfamiliar product.

• Why It Works: New behaviors are hard. People don't wake up thinking, "How can I completely change my toothbrushing routine today?" This makes adoption feel effortless rather than a project.

• Smart Play: If your product requires any behavior change whatsoever, include numbered steps. And for the love of conversions, keep it under 4 steps. Nobody's reading your instruction manual.

#4: Strong Subscription Incentive

• What They Did: Highlighted a 33% discount for subscribers, while addressing subscription concerns with "pause or cancel anytime" messaging.

• Why It Works: That discount is too big to ignore, creating serious FOMO for one-time purchasers. Meanwhile, the flexibility messaging removes the mental barrier of commitment.

• Smart Play: When pushing subscriptions, lead with a discount that actually hurts a little (tiny 10% offers scream "we don't really want you to subscribe"). Then immediately kill the commitment anxiety.

Key Takeaways:

This email works because it makes sustainability feel like an upgrade, not a sacrifice.

The problem-solution framing creates immediate understanding, the benefit clustering kills objections, and the simple instructions make adoption feel effortless.

To boost your email performance, focus on making new behaviors feel easy, cluster benefits visually, and address objections before they arise.

And remember - if your email doesn't have a clear "this is the problem, here's how we fix it" structure, you're probably just adding to inbox clutter.

→ 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 »