Author: Poppy Slattery (Design Lead at Get Better)
April has brought us a glimpse of summer weather, an abundance of egg-shaped chocolate, and a collection of emails that have truly caught our eye. From toilet roll to tableware, to t-shirts, these are the emails that have inspired the design team this month.
Who Gives A Crap
Subject: DO NOT read this email if you're hungry
Preview: It's a la chart
This email from Who Gives A Crap is fun, friendly, and packed with personality. Its playful, conversational tone helps build a genuine connection with customers, delivering important charity messaging in a lighthearted and visually engaging way that’s true to the brand. The bold, colourful design and clever subject line make it instantly recognisable and irresistible to click.
It’s the kind of email that puts a smile on your face the moment it lands in your inbox, not just because of its strong personality and tone of voice, but because it reminds you of the impact both you and the brand can have on the wider world. It empowers you as the customer, while reinforcing the positive, purpose-led identity of the brand.
RIXO
Subject: DINNER WITH RIXO 🍝
Preview: Ometria | DINNER WITH RIXO Women Who Inspire Us event
This email from RIXO feels genuinely personal — like a friend sharing a collage from their night out. Its thoughtful design invites you to explore every detail, drawing you into the moment and creating an instant connection with both the content and the brand. The tone is warm and uplifting, while showcasing the clothes on real, relatable people, making the products feel aspirational yet accessible and avoids feeling overly salesy.
By breaking the 'fourth wall' between brand and customer, RIXO fosters a sense of trust and authenticity, boosting brand recognition, it helps build long-term loyalty and a truly engaged, emotionally invested community.
Perfect White Tee
Subject: because it’s iconic.
Preview: the making of ziggy.
We love how this email subtly nails social proofing, giving the impression that everyone loves the product without feeling too pushy or promotional. The use of UGC content helps it feel authentic and connected to the audience, building trust and relatability.
Its clean, minimal aesthetic and consistent use of lowercase text maintain a strong visual identity, while the decision to step away from a traditional image header instantly makes it stand out. It feels fresh, different, and genuinely makes you want to keep scrolling.
East Fork
Subject: When life gives you lemons🍋
Preview: Film photography from Nicki Sebastian ft. Yuzu & Prune
This email from East Fork lets the product and photography do the talking. With stunning, editorial-style images that set the scene, it's a masterclass in visual storytelling.
Anchored by thoughtful quotes from the photographer, the email celebrates the beauty and craftsmanship of each piece. A few simple buttons and carefully chosen words are all it takes to draw you in to discover more. Before you even notice the products, you're already sold on the mood, the feeling, and the lifestyle that the brand so effortlessly captures.
Air up
Subject: 🔥 New drop just hit happy hour!
Preview: No booze, no bartender, just flavour by scent.
Bold, fun, and bursting with energy, this email from Air Up makes you feel like you’re sipping on a fruity mocktail right from the comfort of your own home. Perfectly timed with the arrival of warmer weather, it immediately sparks that craving for a refreshing, fruity beverage. The eye-catching design captures the essence of summer, you can almost feel the sunshine as you scroll. Paired with Air Up's signature short, punchy copy, the email not only grabs your attention but also delivers a burst of joy.
