Material, a DTC company that makes performance-oriented, aesthetically elevated kitchen products, brings their branding to life through their email designs. Through thoughtful imagery, unique layouts, and animated images, the company engages their customers by keeping the brand top of mind each time they receive an email.

Material’s welcome email introduces the brand from the perspective of the co-founders, Eunice Byun and Dave Nguyen who have been featured in Forbes for “Reimagining the modern American kitchen”. Neither are trained chefs, but wanted to bring accessibly-priced and nicely designed kitchenware to homes.

They use lifestyle imagery to sell not only the products but the luxe lifestyle the company’s customers resonate with. Material has a dedicated page on their website that features products in use so customers can shop social images

The brand blends press testimonials with product design to increase confidence when a customer is considering the company’s products.

To promote their SMS program, the brand created an illustration with an animated gif that shows examples of the texts customers receive when they subscribe to the program. Customers become eligible to win the entire product collection ($1,600 value) when they sign up for SMS. 

After purchasing products, Material sends product-specific emails to instill confidence in customers about their purchase and get them excited prior to receiving the delivery. In this example, after purchasing the reBoard cutting board, Material sent an email with information about the sustainability of the board, press testimonials, and a blog post about the design of the cutting board.