?? Why This Shutterstock Email Deserves a Standing "O" ????????????

Subject Line: "We admit this is alarming..."

Why it works :Intrigue and curiosity: The word “alarming” grabs attention without being clickbait-y. It triggers the reader’s curiosity, making them want to open the email to learn more.Humor: The self-aware tone sets up the playful vibe of the email right from the start.Personal tone: It feels conversational, like an admission from a friend.

Headline: "We're just as confused as you are"

Why it works: Relatability: This line levels with the audience, showing that even the brand doesn’t take itself too seriously.Teases the visual content: It hints at something unexpected or funny, nudging the reader to scroll further.Sets the tone: It’s casual and spunky, matching the quirky nature of the Shutterstock brand.

Humorous Visual: The dog in sunglasses with cocktails

Why it works: Eye-catching: Bright colors and an absurdly dressed dog immediately draw the eye.On-brand humor: It’s playful, ridiculous, and feels fresh—perfect for a brand selling creative content.Emotional connection: Humor is memorable, and this visual likely makes the reader chuckle, fostering a positive association with the brand.

Copy: "We gave our creative team a whole day to find the most outrageous content... and within 20 seconds they came back with THIS:"

Why it works: Engaging storytelling: This creates a mini-narrative that’s short, relatable, and funny.Showcases the brand’s diversity: The idea that they can have “outrageous” content appeals to creative minds who might need quirky visuals.Humanizes the brand: It feels like an insider joke, making the reader feel part of the team.

Offer: "30% off to help you on your search"

Why it works: Immediate value: The discount gives readers a reason to take action right away.Subtle tie-in: It bridges the humor of the outrageous image with the practical value of high-quality content, acknowledging both sides of their library.Clarity: The code and CTA are front and center—no guessing games.

CTA: "Redeem now"

Why it works: Bold and action-driven: The clear, simple text invites instant action.Clean design: The red button stands out against the white background, ensuring no one misses it.Urgency implied: Though there’s no explicit deadline, the placement of the discount code suggests limited-time value.

Brand Personality

Why it works: Consistent tone: The email feels cohesive in its playful, quirky style.Voice alignment: The conversational, humorous tone matches Shutterstock’s image as a hub for all things creative.Memorability: The email’s spunk ensures the brand stands out in a crowded inbox.

Effective Nurturing

Why it works: Engages lapsed or casual users: The humor and discount re-engage recipients who might’ve forgotten about Shutterstock or need a push to use it.Balances entertainment and utility: It keeps things light while driving a direct response (the discount).Low-pressure vibe: It’s fun, not pushy—perfect for nurturing long-term goodwill.

Happy emailing!

Deb O.

#emailmarketing #inboxmessage #shutterstock #digitalmarketing #casestudy