Email Breakdown #25: BREZ

Hey,

Nathan here from CreativeDTC.

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

Let’s dive in.

Why It Works:

BREZ created a simple visual guide that shows where each product fits based on strength and effect. This email makes choosing between products easy with a clean design that helps customers find their perfect match quickly.

Reason #1: Visual Decision Matrix

• What They Did: Created a visual graph showing their products on two axes (Elevation vs. Strength), letting customers literally see where each product fits in the experience spectrum.

• Why It Works: Most brands just list products. This graph turns product selection into a visual decision, making customers feel in control of their experience. The "Choose your experience" headline reinforces this control.

• Smart Play: Create a 2x2 matrix for your own products based on two key benefits. Put your premium products in the top-right corner. People naturally gravitate toward "more" of both attributes.

Reason #2: Clear Product Specs

• What They Did: Made the THC/CBD content extremely clear with specific numbers and icons, then followed with just two short benefit statements for each product.

• Why It Works: For cannabis products, potency is a primary purchase driver. They've made that information impossible to miss while keeping the benefits crisp. No long paragraphs, just what matters.

• Smart Play: For technical products, highlight the most important specs with icons and numbers, then add only 2-3 benefit lines max. Cut everything else—your customers care about specs first.

Reason #3: Benefit-Focused CTAs

• What They Did: Used consistent CTAs with "Experience it →" on every product card, creating a clear path to purchase rather than generic "Shop now" buttons.

• Why It Works: The word "Experience" reinforces their main value proposition and creates emotional connection. The arrow suggests forward movement. It's benefit-focused rather than transaction-focused.

• Smart Play: Replace generic "Buy Now" buttons with action verbs that highlight your product's main benefit. Add a subtle arrow to increase click rates by suggesting forward momentum.

Reason #4: Strategic Social Proof

• What They Did: Included press logos at the bottom (VICE, USA TODAY, etc.) and ended with their tagline "Feel better without feeling worse" to build credibility.

• Why It Works: For a brand like this, legitimacy matters. The press logos add instant credibility. Their tagline addresses the main objection to cannabis products (feeling impaired) while emphasizing benefits.

• Smart Play: Always include social proof elements near the bottom of your emails. They work like a final nudge for hesitant buyers. Follow with a tagline that addresses your customers' main objection.

Key Takeaways:

BREZ turned product selection into a visual experience rather than a boring list. They stripped away everything except what drives decisions: potency, effects, and clear benefits. For your emails: visualize choices, simplify decision-making, keep copy ultra-short, and always address the main objection your customers have. Oh, and press logos still work, use them.

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

Talk soon,

Nathan

PS » 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 »