Email Marketing Solutions

What’s Your TP Personality?

This is just a fun email.

Not every email has to be serious.

Not every email has to focus on product benefits.

Not every email needs to have a sale, promotion, launch, or discount.

Sometimes the best emails are just plain fun and entertainment.

Even from ecommerce companies.

This week I’m breaking down an email for the toilet paper brand, Who Gives A Crap.

Before I jump in, I would love your feedback on these breakdowns. Leave a comment down below or hit me up on LinkedIn and let me know.

As a reminder, every week I am going to pick a different email that I read and that “made me click.” I’ll break down the email from the subject line to CTA and share what I think they did really well. 

Hopefully I can share some insights into what makes a really good email and how you can use these insights to improve your click through rates and email conversions. 

If you have an email that “made you click” and you’d like me to break it down, shoot me an email at ben@henkenmarketing.com.

Now let’s get onto the good stuff…

A Totally Not Made Up, Super Scientific Quiz Email

Some brands out there take themselves way too seriously…

That’s not the case with “Who Gives A Crap.”

They are selling premium, eco-friendly toilet paper for crying out loud. And they’ve been doing it since 2013.

So I’d say what they are doing is working.

Their emails showcase their personality in full force. 

Subject Line: What’s your TP personality?

Preview Text: Like Myers-Briggs, but for the bathroom

I love the way that they are poking fun at their own quiz…

Calling it the Myers-Briggs for the bathroom…

Totally not made-up…

Super scientific…

This just makes it easy to play along and creates some curiosity.

What kind of questions could they possibly ask?

Doom Scrolling in the Dark

All three options made me chuckle for question number 1. Definitely pegging three very different routines.

Alright… I’m definitely a B for the first question. 

But I’m finding it a little awkward/weird that they pegged my evening routine. 

I’m also a B for question number two… sensing a pattern here.

And I love that they included “Doom scrolling in the dark” as an option for both of these questions.

We are easing into this super scientific quiz… 

Here are the “definitions” for each of these emojis…

1. Smiling face with open mouth and cold sweat
2. “Cowboy”
3. ….

I couldn’t find a definition for emoji number three… but based on context clues it would seem to be that it’s someone either going number two or trying not to go number 2…

More on this later…

This question made me laugh out loud.

Because we all know people who fall into each of the three categories.

And somehow they’ve pegged me perfectly again… starting to get worried.

Well this one’s obvious.

Love this opportunity to place a call to action.

As a side note, this whole email is a compilation of images. No actual text.

If you send emails like this, take note of what Who Gives A Crap has done here.

Because if you hover over each part of the email, it’ll show you the alt text. Like this…

Taking accessibility into account should always be a priority. 

Drumroll Please… Let’s See the Results

To recap… the A’s were:

• 10-step skin care routine
• Major home renos and accounting
• Smiling face with cold sweat
• Dual ring lights
• Paul Rudd

Seems about right. 

The B’s were:

• Gratitude journal and relaxation app
• Recharging and reconnecting
• Cowboy
• Business up top, party down below
• Paul Rudd

This is me… although I’m not sure how to feel about having an “inflated sense of toilet paper.”

And I learned from my father… always have a back-up roll available.

This one made me laugh out loud… again.

The C’s were:

• Doom scrolling in the dark
• Doom scrolling in the dark
• Trying not to poop
• You might want to turn off your camera
• Paul Rudd

I love all three of these descriptions. You can see once again how Who Gives A Crap is playing into their fun personality and making light of toilet paper.

I’d be curious to see if they were tracking clicks… it would be interesting to see if you put a call to action next to each of these “personalities” for people to self identify.

How many ESTPs, ISTPs, and INTPs would they get… 🤔

I’m all about segmentation

No Matter Your Personality… You Need Some TP

Looking at you here… Shop toilet paper

Lessons

>>Value can be entertainment, not just education

>>Have a brand personality and show it off in your emails

>>Always include alt. text for images

Next Steps

1. Leave a comment below – what did you think of this email? What did you like or dislike?
2. Share this breakdown with someone you know – know anyone with a DTC ecom store? Share this breakdown with them and they’ll thank you for it.
3. Follow me on LinkedIn for more content – and connect with me if you are an email marketer, ecommerce business owner, or course creator.
4. Subscribe to my email list – and get all my email breakdowns as well as my email tips and tricks sent directly to your inbox.