This article looks at the redesign of a promotional email of Label Emmaüs, an organization that combines the sale of second-hand items with social reintegration. Why did you choose this email? When I received it, I was surprised to find that Label Emmaüs' usual values of mutual aid were nowhere to be found. It even gave me the impression of a standard e-commerce site. Find out how a simple email can convey strong values while remaining effective and attractive.
Live : Before / After Promotional email Label Emmaüs
The original email
Sender: Label Emmaüs
Object: Old objects for a new life
Preheader: Sale at -50%, upcycled creations, jacquard sweaters, fashion week trends
Email analysis
By September 2023, I had already completed a analysis of this promotional email from Label Emmaüs in our "Sample emails" section. Rather than repeat what has already been said, I invite you to read this article to find out more.
How can we rethink this email?
How to write an email that captures attention, conveys clear messages and reflects values ?
List of messages to convey
To list the messages to be conveyed, we followed the writing process described in this guide.
Note: We do not collaborate with Label Emmaüs. The ideas presented here are the fruit of my reflection, inspired by listening to the Ping! podcast by Grégory Pouy, who interviews Maud Sarda, co-founder and director of Emmaüs label. Usually, this type of feedback is obtained during preparatory interviews prior to the design of an email or editorial framework.
Here are the main messages to be conveyed:
- Sale at -50% September 27 to October 8
- Making room An urgent need to free up space in our warehouses.
- Even lower prices : Seize the opportunity to buy at more competitive prices than ever before.
- Unearthing treasures Find unique items, far from standardized products.
- A socially responsible purchase When you buy from Label Emmaüs, you're helping to reintegrate excluded people, who are trained in digital marketing. They set the prices, take the photos and put the products online.
- Refurbished products in France Our products are reconditioned locally and delivered mainly in France, unlike the major competing platforms.
- Support the donation The donation reflex is being lost, and it's crucial to support it. If donation disappears, the whole Emmaus model is threatened.
- Responsibility to influence Label Emmaüs' mission is to convince its readers that the first reflex to buying second-hand should be to visit their e-shop, before going to Le Bon Coin, Vestiaire Collective or Back Market.
- Values Mutual aid, solidarity, second chances and support for the most excluded.
The emailing brief
- Lexical field Use terms related to second-hand, bric-a-brac and second-hand goods.
- Your : Adopt an inclusive tone.
- Values To highlight the values of mutual aid and solidarity.
Note: As mentioned above: we don't collaborate with Label Emmaüs. We could go much further on brand posture and tone of voice during a writing framework.
Design indications
- Graphic charter email : Inspired by the visual codes of the Label Emmaüs website.
- Activism code : drawing inspiration from activist design freelance.
- Balance : Place promotion on the same level as values.
- Eco-design Respect eco-design practices in email.
- Accessibility To ensure that the email complies with best practices in terms of accessibility. Ensure that the email is legible for people with disabilities.
- Mobile : Make sure it's easy to read on cell phones.
- Darkmode : Ensure good readability in dark mode.
- Separating visuals from textual content To ensure that all texts are designed in HTML with CSS formatting for immediate display, without the need to download images.
- Graphic formatting with CSS CSS: Wherever possible, give priority to the graphic formatting of elements and emails using CSS.
Content project
Note Please note: this is an editorial project. Text content may be adjusted or shortened according to the layout.
Sender: Label Emmaüs
Object project : Promotions to free up our warehouses
Preheader: -50% for 10 days. Buy with solidarity!
Need help?
Reading content isn't everything. The best way is to talk to us.
#Main block :
- Main title : Help us make room in our warehouses
- Subtitle: Braderie d'automne: -50% from September 27 to October 8
- CTA: Je chine engagé.e
1TP10Persuasive and educational elements just below the cover close to the main CTA to maximize the chances of these words being read!
- Low prices set by our companions after a thorough search.
- Unearth treasures our objects are unique. Real nuggets. They come from donations. What a story!
- Take part in professional integration When you buy from us, you give a chance to people who are far from employment. Make a difference!
- Build tomorrow's world with us Our model is powered exclusively by social economy structures. Join the movement!
- Buy truly green Our products don't travel around the world before being delivered to you. We refuse express delivery, which is a real ecological disaster.
#Secondary blocks
- Product category name
- Text
- CTA
- Product blocks: 3 products illustrating the category with price, crossed-out price if there's a special offer, estimated new price, item condition, companion's first name who took care of putting the site online.
#Digit block
- Title: Be part of the movement!
- 621018 items saved
- 83153 committed buyers
- 174 solidarity stores
- 1,657 people trained in e-commerce
#Contact block
- China online near you
- Donate your items online or in person
- FAQ
#Footer
- Emmaus logo
- Legal information
- Unsubscribe
Result: email rethought
Sender: Label Emmaüs
Subject: Promotions to free up our warehouses
Preheader: -50% for 10 days. Buy with solidarity!
Conclusion
Email marketing isn't just about promoting products, it's also about conveying strong, meaningful values. Label Emmaüs perfectly embodies this balance, combining social and ethical commitment with commercial effectiveness. By rethinking the wording and design of an email, we can not only capture the reader's attention but also reinforce the company's social mission. A strategic approach that goes beyond selling to changing behavior and creating a lasting positive impact.
