Email Breakdown #26: OSEA

Hey,

Nathan here from CreativeDTC.

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

Let’s dive in.

Why It Works:

This email nails the classic "problem-solution" formula with a twist. Instead of just solving a problem, they're upgrading an existing solution that people already know and trust. The "Like Retinol, But Better" hook creates immediate intrigue for anyone who's ever used retinol (and anyone who's been too scared to try it).

Reason #1 - Direct Product Comparison

• What They Did: Used a headline that directly challenges a well-known skincare ingredient (retinol) while positioning themselves as the superior alternative.

• Why It Works: It immediately speaks to skincare users' pain points - wanting retinol results without the downsides. The "But Better" creates both curiosity and skepticism that the rest of the email must resolve.

• Smart Play: Don't be afraid to make direct comparisons with industry standards. Next time, try: "[Your Product] vs [Popular Alternative]: Why customers are switching" - create tension that demands resolution.

Reason #2 - Comparison Chart

• What They Did: Created a simple side-by-side comparison chart with checkmarks and X marks that clearly shows their bio-retinol wins in 6 out of 8 categories.

• Why It Works: The visual format delivers complex information instantly. You don't need to read - you can scan and see checkmarks dominating, which triggers loss aversion. Who wants the option with all the X marks?

• Smart Play: Build comparison charts that highlight your advantages. Stack the categories to favor your strengths while being truthful. Give yourself 60-70% wins, not 100%, to maintain credibility.

Reason #3 - Product Photography

• What They Did: Used soft, calming product photography with a hand holding the product against a pastel background, signaling gentleness.

• Why It Works: The visual reinforces the "gentle but effective" positioning. Your brain connects "won't irritate skin" with the serene imagery, building trust before you even read the claims.

• Smart Play: Match your imagery to your key differentiator. If you're selling "gentle" products, use soft colors and human touch. If selling "powerful" products, use bold colors and dramatic before/afters.

Reason #4 - Cross-Selling Section

• What They Did: Included a product family section called "Sea It in Action" that showcases three complementary products.

• Why It Works: After convincing you on the hero product, they create an opportunity for basket building without being pushy. The clever "Sea" pun ties to their ocean-derived ingredients.

• Smart Play: Always include 2-3 complementary products that make sense together. Don't just randomly showcase bestsellers - create logical routines that solve the same problem in different ways.

Key Takeaways:

This email works because it takes something familiar (retinol), acknowledges its problems, then offers a solution with visual proof.

Next time, try challenging an industry standard, create visual comparisons favoring your product (while being honest about tradeoffs), and use imagery that reinforces your key differentiator. Don't forget to include complementary products and subtle trust signals.

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 »