Why you should stop building your email campaigns around products (and do this instead).
Stop building campaigns around products. Build them around the moments customers actually use them.
After someone buys, they already know your ingredients, materials, or founder story.
What they still need is a reason to use the product again.
The best emails don’t just promote a product; they remind customers where it fits in their lives.
Instead of:
Meet our magnesium blend.
Try:
Why thousands of customers keep us on their nightstand.
Or, let’s say a clothing brand wants to talk about its natural fibers.
Made from high-quality Italian cotton.
Or, they could highlight a scenario.
Like this:
The layer you’ll reach for on your 5 am flight & weekend in Tofino.
Give your products context.
Help them imagine the next moment they’ll reach for it.
Action Item:
Open your last five customer email campaigns.
Don’t look at the CTA.
Look at the headline.
Could it become a use case instead?
For example:
❌ Meet our supplement blend for sleep.
✅ Better sleep starts on your nightstand.
❌ Made with premium Italian cotton.
✅ The sweater you’ll throw on for early flights.
❌ Our most durable cutting board.
✅ The kitchen staple you’ll use 3x a day.
If your headline starts with the product…
…rewrite it so it starts with the customer’s life.
