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

Celebrate International Tartan Day with an Email Marketing Tip!

As I've written a number of times here on my blog, when done well, email marketing can be a successful way to reach your brand's target audience. However, due to the number of emails that arrive in everyone's crowded email box on a daily basis, how can one solitary email capture a reader's attention? It turns out that a well-written subject line plus surprising content may just do the trick.

According to Statistica, "People send and receive around 333 billion emails every single day. And that number’s only going up — by 2026, it’s expected to reach a staggering 392.5 billion daily emails. Daily email volume varies significantly by country, with the U.S. leading the pack at 9.7 billion emails sent daily. European countries such as Germany, Ireland, the Netherlands, the UK, and France each send over eight billion emails every day." And according to CRMGroup, "Nearly 50 percent of consumers made a purchase directly from an email in the past year. This confirms email’s direct impact on driving sales."

Recently, I received an email with a subject line and content that stood out. However, before we get to the email, a quick note about today's significance: Today is International Tartan Day, a date that was founded to commemorate the anniversary of the repeal of the 1747 Act of Proscription that banned wearing a tartan. Celebrated annually in Australia and New Zealand on the 1st of July, it's an opportunity for people of Scottish descent to proudly show off their Scottish roots. Now, back to the memorable email.

_______

SUBJECT LINE: A Special Thank You Gift from Great Scot

EMAIL CONTENT:

Thank you for all the LOVE.

We've been genuinely overwhelmed by the love you've shown since the launch of the Greenland Tartan. It has travelled further and faster than we ever imagined, shipped to Royals, celebrities, and diplomats, and most importantly to so many true lovers of the Arctic, both in Greenland and all over the world.

And then something made us laugh (and nod in agreement). So many of you have said some version of: "Could the polar bears and huskies please come with it?" As in...wrapped up in your scarf with you, or curled up on your picnic basket!

So, by way of a thank you, for the next 7 days only, we're sending a very plush soft toy along with qualifying orders. Your choice of Murdo (the plush Arctic husky) or Magnus (the plush polar bear).

Here's how it works: Purchase a Greenland scarf or a picnic blanket, then add your free friend. Next, enter discount code ARCTIC at checkout - and we'll tuck them into your parcel.

_______

The subject line caught my attention, and as a previous customer (who purchased the Pink Ribbon Tartan), I opened the email. After I read it, I had to smile. While I had not purchased the advertised Tartan scarf or blanket - and did not intend to do so - I appreciated the marketing promotion for its creativity and add-on that was guaranteed to be enjoyed by both children and adults.

The brand, Great Scot, sells tartans and tweeds from Scotland, and according to its website, "For many people, tartans and tweeds hold sentimental value, often being passed down through generations. They are not just textiles but carriers of personal and family histories." So, the complimentary addition of an appropriately-themed plush toy to a purchase was a great idea. Big applause to Great Scot for this marketing campaign!

What can your brand learn and apply from this brand's effective email marketing?

SHARE THIS: Email is possibly the greatest owned media channel for brands. ~@JoePulizzi #EmailMarketingTips #BrandExperience #BrandStorytelling #DebbieLaskeysBlog

Image Credit: Great Scot.

Check out Great Scot's Pink Ribbon Tartan:

https://greatscotscotland.com/en-us/collections/curaidh-the-official-pink-ribbon-tartan

Read some of my previous posts featuring email marketing tips:

Email Marketing Secrets from World Wildlife Fund! (April 6, 2026)

https://www.debbielaskeysblog.com/2026/04/email-marketing-secrets-from-world.html

Did your brand celebrate Women's History Month? (March 22, 2026)

https://www.debbielaskeysblog.com/2026/03/did-your-brand-celebrate-womens-history.html

Did your brand promote the Oscars? (March 16, 2026)

https://www.debbielaskeysblog.com/2026/03/did-your-brand-promote-oscars.html

Why Are Email Subject Lines Important? (December 10, 2025)

https://www.debbielaskeysblog.com/2025/12/why-are-email-subject-lines-important.html

Email Marketing Secrets from World Wildlife Fund!

Awhile ago, I received an email from World Wildlife Fund (WWF) asking me to help choose a cover for the nonprofit's 2027 calendar. As a lifelong supporter of wildlife conservation and also a donor to this particular nonprofit, I looked at the choices and made my selection. Then, I forgot about the email.

What a surprise to receive an email several weeks later with this message:

Hi Debbie,

Over 30,000 WWF supporters - including YOU - recently voted for their favorite wildlife photo for WWF's 2027 calendar. We've counted all the votes...thank you for voting and for everything you do for nature.

Then, an image of a large question mark appeared with a message: CLICK TO SEE THE WINNING PHOTO.

Once I clicked on the link, here was the message:

AND THE WINNER IS...

With over 15,000 votes, the winner is the photo of the sea otter mother and pup! Thanks to all of the supporters who recently voted for their favorite wildlife photo for WWF's 2027 calendar. As a special thank you for going the extra mile, you can choose to receive WWF's 2026 calendar AND our 2027 calendar when it's ready later this year.

(And of course, there was a donation request included.)

Will you help protect vulnerable wildlife and their habitats with your generous donation today?

Since everyone's email box and texts are overwhelmed with "noise" and useless content, it's incredibly challenging to stand out AND BE READ. So, when an organization, especially a nonprofit, stands out by engaging its fans/followers/stakeholders, it's a noteworthy accomplishment. Big applause to WWF for this campaign!

What can your brand learn and apply from this brand's effective email marketing campaign?

SHARE THIS: Email is possibly the greatest owned media channel for brands. ~@JoePulizzi #EmailMarketingTips #BrandExperience #DebbieLaskeysBlog

Image Credit: Telespiegel (email envelope), WWF (logo), and Suzi Eszterhas/Minden Pictures (otters).

Did your brand promote the Oscars?

Like everyone, I receive a ton of promotional emails on a daily basis. However, as a marketing professional, when I see an email that clearly demonstrates a clever strategy, I take notice.

Yesterday, most eyes were focused on the 98th Annual Academy Awards presented by the Academy of Motion Picture Arts and Sciences. Winners receive Oscars, "the most recognized trophy in the world."

So, since the topic on most people's minds was the Oscars, emails referencing the Oscars would definitely stand out. And one in particular did: Talbots sent an email early Sunday morning before the big event with the event's famous line, "And the winner is..." at the top of the image.

Here's an introduction to the brand from its website, "Talbots began from an inspired commitment to provide women with timely and timeless style, extraordinary quality and memorable service. We are the original New England lifestyle brand for women who love looking well put together, with sizes for every body. In 1947, Nancy and Rudy Talbot, two entrepreneurial New Englanders, created a clothing catalog with a highly dedicated and passionate following - treasured for its spirited voice and modern classic style. Soon they moved into a historic house in Hingham, Massachusetts, a quaint and picturesque town on the South Shore outside of Boston, where they painted the front door a welcoming red to signal hospitality. Today, Talbots is a dynamic women-led fashion brand offering smile-worthy style for every area of life."

According to CRMGroup, "Nearly 50 percent of consumers made a purchase directly from an email in the past year. This confirms email's direct impact on driving sales."

While I may not have made a purchase from Talbots yesterday, I can definitely appreciate the email campaign, because as I often say, "Brands that can align their products or services to an event, holiday, or trending news that everyone is talking about have the potential to be memorable."

So, what can your brand learn from this brand's effective email marketing campaign?

SHARE THIS: Brands that align their products or services with trending news have the potential to be memorable. #Oscars #AcademyAwards #emailmarketing #DebbieLaskeysBlog

Image Credit: Talbots.

Read about the history of the Oscar Statuette:

https://www.oscars.org/oscars/statuette

Why Are Email Subject Lines Important?

We all receive so many emails on a daily basis, that, to be honest, how many do we actually read? There are emails from stores we never visit, people we never contact, and spam we delete without opening. So, how can a brand stand out in a crowded email box?

According to Statistica, "People send and receive around 333 billion emails every single day. And that number’s only going up — by 2026, it’s expected to reach a staggering 392.5 billion daily emails. Daily email volume varies significantly by country, with the U.S. leading the pack at 9.7 billion emails sent daily. European countries such as Germany, Ireland, the Netherlands, the UK, and France each send over eight billion emails every day."

According to CRMGroup, "Nearly 50 percent of consumers made a purchase directly from an email in the past year. This confirms email’s direct impact on driving sales."

Without a doubt, subject lines must quickly grab the recipient’s attention. Think of a subject line as similar to a book's cover in that it strikes a balance between being informative and intriguing. 

Have you received any recent emails with memorable subject lines? A few weeks ago, I received an email with the following subject line and content:

SUBJECT LINE: Life is short. Buy the Artwork.

EMAIL CONTENT:

Life is short. Trim the tree. Buy the artwork.

30 percent off all Gray Malin Photography. Shop Now.

The subject line caught my attention, and I opened the email. While I read the email content and then clicked through to the website, I was immediately intrigued. While not a customer yet, I added this brand to my bucket list for a future purchase.

According to the brand's website, "Gray Malin is a modern day fine art photographer and New York Times best-selling author based in Los Angeles. Shooting from doorless helicopters, Gray has been a trailblazer in aerial beach, ski and park photography, and has photographed conceptual collections at historic properties including The Beverly Hills Hotel, The Plaza Hotel, Plaza Athèneè and The Colony Hotel in Palm Beach. Gray has an extraordinary ability to transport his audience to breathtaking destinations around the world with his distinct visual style. He invites you to Make Every Day a Getaway."

The photos were amazing (especially the ones of France since I'm a Francophile!) — the dogs are guaranteed to make you smile — but it was the email subject line that initially grasped my attention.

So, what can your brand learn and apply from this brand's effective email marketing?

Image Credits: Gray Malin.

Check out more stats about email marketing:

https://www.sixthcitymarketing.com/email-marketing-stats/

Meet Gray Malin and his fabulous photos:

https://graymalin.com/pages/meet-the-brand

How a Positive Customer Experience Erased a Mistake

I don't know about you, but I receive tons of emails from companies. Some I've purchased from, others I have not. The bottom line is that I get too many emails, so when I receive some in error, I get annoyed.

This past week, I received two emails from a company that I purchased items from. Based on the content of the emails, I realized that they were order confirmations from last year. Since I had purchased the items last year, I knew that the emails were not spam, but of course, you can never be too sure.

Since there were two emails, I decided to call the company. As I was preparing myself for what might be an upsetting situation - what if the company was in a state of flux and had charged me again for the same items I purchased last year? - I heard this message:

"Thank you for calling. If you are calling because of some odd emails you received, please accept our sincere apologies. We have upgraded our systems, and some customers received email confirmations of previous orders in error. Again, this was done in error as we upgrade, and we are very sorry. Please ignore the emails. If you are calling for another matter, please hold for a customer service rep."

All I can say is WOW. While this company was unable to stop the emails from being sent in error, someone had the good sense to record a voice message that would IMMEDIATELY address the situation when a customer called to inquire about the emails.

Crisis averted, and averted in the best way possible.

Of course, to add a little extra goodwill to this situation would be to send all customers a coupon for a 10 percent off a future purchase. That might result is some unexpected sales.

How would you have handled this situation?


Image Credit: YourDictionary.com.

Is Your Brand’s Email Marketing Effective?

 

Do you know what today is? On this date, I’m celebrating COFFEE DAY with an analysis of email marketing, but first, some history about the beginning of instant coffee and its branding.

According to TodayIFoundOut.com:

“Although instant coffee had been around before this date, the instant coffee we know and love was introduced on July 24, 1938. The Nescafe (a combination of the words “Nestles” and “café”) brand was the result of a more sophisticated coffee refining process than earlier versions of the product. The instant coffee odyssey began in 1901 with Japanese-American chemist Satori Kato, who introduced his version at the Pan American Exposition in Buffalo, New York. It was received well enough that in 1903, he formed the Kato Coffee Company. In 1906, an English chemist, George Constant Washington, created what he dubbed “a refined soluble coffee,” and began selling it under the name Red E Coffee.

By 1930, the Brazilian Coffee Institute asked Nestle to consider entering the instant coffee market but with a better tasting product than anything that was available. Brazil allegedly believed that an instant coffee that tested better with consumers would increase coffee sales. By 1937, a scientist, Max Mortgenthaler, had perfected a method of spray drying the coffee and adding carbohydrates as a stabilizer. These techniques led to an improvement in the taste of instant coffee.”

Recently, I received an email with the subject line as follows: Let’s Grab a Coffee. Once opened, the email read as follows: What to wear where, coffee date, grab a latte with the girls in effortless light layers you love.” Then there was a button to click: SHOP NOW.

However, that was it. This was a wonderful opportunity for brand-building around the color of coffee, perhaps, by showcasing clothing in different coffee shades. This was a missed opportunity to partner with Pantone, the color brand. This was also a wonderful opportunity to promote the concept of meeting for coffee, whether for groups of friends or family or for reading groups, sports groups, travel groups, etc. This was also an opportunity to partner and/or co-partner with coffee brands or coffee houses for the day. This was a missed opportunity to partner with Starbucks, Coffee Bean & Tea Leaf, Dunkin, etc. And lastly, this was an opportunity for the clothing brand to create brand ambassadors to promote clothing in coffee colors on their social media sites.

What other branding opportunities did this clothing brand miss with this brief email? Chime in after you’ve had your morning cup of joe.


Image Courtesy: Chico’s.