An underwear company’s response to the Silicon Valley Bank (SVB) collapse.

I’ve been waiting a long time to do this…

Time to break down an email from Shinesty.

I’ll be honest, I’ve been debating breaking down a Shinesty email a couple times, but they are typically very image and creative heavy… and that just doesn’t line up with what I’m going for with these breakdowns.

However, their email team is hilarious and great writers. So even when they send a creative heavy email, it still has great writing and always makes me laugh.

So when I saw this email land in my inbox, I knew I had to include it in my MMC click breakdowns.

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…

An Important Message…

I’m already laughing here.

If you’re unfamiliar with Shinesty, they sell underwear…

So the Shinesty Ball Street Division… love it.

And the image. No words needed.

By the way, the subject line for this email was:

“No one asked for our opinion, so here it is!”

This subject line is great, because it makes you curious without telling you what the email is about.

If the subject line was “Our thoughts on the SVB collapse” 

Sorry, but I’d pass.

Opening the email to see this email and headline… now I want to read more.

Briefed, Debriefed, and Rebriefed

The tongue and cheek here is great. Shinesty is awesome at poking fun at themselves and just getting everyone involved in the joke.

A couple of my favorite lines…

“What all of thai means for you and your future with Shinesty”

“briefed, debriefed, then rebriefed” 

“we are not a “VC back-able” company”

“Well we could have said FTX a couple months ago”

(If your not up-to-date on cryptocurrency, FTX is a crypto exchange that collapsed back in Q4 of last year)

Each of these lines are punchy, make me laugh, and most of all make me want to keep reading.

Pure entertainment. 

This email would be pure gold if we ended it right here.

But there’s more…

Investing In Underwear

It takes some genius to show how underwear can be an investment…

But Shinesty’s team has done it.

“Not a passing trent”

“That’s what we call ROI baby.”

Notice how Shinesty is including links in almost every section here. This isn’t pure entertainment, they are selling Ball Hammocks here people!

Getting A Little Awkward In Here

Shinesty is a lot of things… Safe for work may not be one of them.

You’ve gotta love the dual use of inflation here. Maybe low hanging fruit, but that didn’t stop Shinesty from making the most of it.

And again, you see them poking fun at themselves with the second question here.

All part of their brand and brand voice.

Let’s Tie A Bow On This

Such a great email. 

And there’s still more… because the footer isn’t standard operating practice either…

It Keeps Going…

I’ve highlighted some emails in the past for making the most of their footer.

But for my money, Shinesty has the best in the business.

I love Shinesty emails. Every time I get one I read and open it. Without fail.

This style and humor isn’t going to work for every brand… but the biggest take-away?

Don’t be afraid to have fun and entertain.

Lessons

Let me know in the comments or on LinkedIn what you thought of this breakdown.. 

Here’s some take-aways.

>>Value doesn’t have to be educational. Entertainment is often more valuable

>>Education or entertainment emails should still be selling

>>Make the most of the footer in your emails.

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.

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