Does Your Brand Attract Brand Ambassadors?

Since a part of life is an overflowing email inbox, what can brands do to stand out so that their emails are opened?

I've shared a myriad of memorable email marketing campaigns here on my blog with subject lines ranging from "A Special Thank You Gift" to "We love your social profile!" to "Life is short. Buy the artwork" from an artist, to "Thank you for attending our musical, we want your feedback" sent within an hour of a show's ending from a theater, to a message from a wildlife conservation nonprofit "written by" William Shatner. 

These emails stood out due to their subject lines, and as a result, I quickly opened them! However, for the hundreds, if not thousands, of other emails that find their way into my inbox, they are routinely ignored and/or deleted - except one.

Recently, I received an email from the kitchen accessories and cooking store brand Sur la table. Here was the subject line: "Be a Brand Ambassador. Cook. Share. Get Rewarded."

And here was the email's message:

"Calling all cooks and creators. Love creating food content? Apply to our brand ambassador program and earn up to 12 percent commission, gift cards, and exclusive opportunities with Sur la table.

Who You Are: You could spend an entire Saturday at Sur la table and not even notice; you love creating content almost as much as you love eating what you make; you have 500+ followers on Instagram, TikTok, or YouTube; and you're over 18 years old and based in the United States.

How It Works: Fill out your profile, tell us about your cooking style, the content you create, and the platforms you're active on. Post what you're making, share kitchen moments, review products, and take on weekly challenges. Every action you take earns points toward your next reward. Unlock rewards at every tier. Every milestone pays out: gift cards, a growing commission rate up to 12 percent, and new levels of access."

In addition, Sur la table will provide brand ambassadors with content ideas, brand guidelines, approved hashtags, sample posts, and best practices for posting.

According to Envision Creative Art based in Maryland, "The best brands don't sell — they make you want to join the club. They don't chase customers. They build a vibe so clear, a message so magnetic, that people want in. It's not about pushing a product. It's about creating a world people want to be part of. If your brand feels like a community, not a transaction — you're doing it right."

What a wonderful way to attract fans who love to cook and also "live" on their social platforms - and it all started from an email.

What lessons can your brand learn from this unique brand ambassador program?

SHARE THIS: If your brand feels like a community, not a transaction — you're doing it right. ~Envision Creative Art #BrandExperience #BrandAmbassadors #DebbieLaskeysBlog

Image Credit: Sur la Table.

Read my post about a similar branding campaign from the Toronto Zoo (December 2025):

https://www.debbielaskeysblog.com/2025/12/why-be-social-media-influencer.html