046: Dilettoso’s Email Design - A Stack of Wins (and Some Syrup Spills)

Hello, you powerful Creatives!

Welcome to Volume 4️⃣6️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

Today, we’re going to go over an email with you and give some great takeaways so you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show 👊

Best,

Chase

Dilettoso’s Email 💪

What’s working ❤️‍🔥:

1. Clear Discount Offer: Highlighting a 10% discount right at the top is an effective way to grab attention. For price-sensitive customers, this incentive can be the nudge they need to convert.
   

2. Engaging Headline and Copy: Phrases like “Dilettoso looks delectable in your cart” inject personality into the email, which helps differentiate it from generic messaging.
   

3. Visual Product Showcase: The inclusion of product images (Vava Vanilla and Choc-O-Lotta) ensures customers can visualize what they’re buying. Good product visuals are critical for conversions.
   

4. Call-to-Action (CTA): The “Check Me Out” button is clear and action-oriented, directing users to the intended next step.
   

5. Customer Support Highlight: “Have a burning desire?” followed by a contact button shows the brand’s readiness to assist, which can reduce hesitation in purchasing.
   

6. Social Proof Elements: Links to Instagram, Facebook, and TikTok encourage customers to engage further, leveraging the power of community and social validation.

What Could Be Better 🔨

1. Discount Code Placement: Repeating the discount offer ("Take 10% off with code: ") dilutes its impact. Once is enough if positioned strategically.
   

2. CTA Hierarchy: The CTAs lack urgency or variation. Phrases like “Shop Now” or “Claim Your Discount” could resonate better than “Check Me Out,” which is slightly ambiguous.
   

3. Visual Clutter in Lower Half: The transition from the product images to the customer support section feels abrupt. The image of a woman with a blowtorch, while quirky, might confuse users as it doesn't clearly tie into the offer.
   

4. Footer Design Overload: The footer is visually busy, with competing buttons (e.g., “Pancakes & More Mix,” “Recipes,” “About Us”). This dilutes focus, as customers aren’t sure what action to take next.
   

5. Lack of Social Proof: The email could include testimonials, reviews, or user-generated content (UGC) to build trust. Social icons alone don’t provide enough credibility.
   

6. Product Benefits Missing: While the images are nice, there’s no mention of why these mixes are unique (e.g., “Gluten-Free,” “No Added Sugar,” etc.). Benefits sell—don’t make customers dig for them.

What To Do 📈

1. Enhance the Hero Section:

   • Condense the discount offer into a bold, single line: “Take 10% OFF your cart—use code !”

   • Add a sense of urgency: “Limited time only!”
     

2. Strengthen the CTA:

   • Replace “Check Me Out” with “Shop Now & Save” for clarity.

   • Use contrasting colors to make the button pop more.
     

3. Highlight Product Benefits

   • Add a brief bullet list below each product image:

     • Gluten-Free

     • No Added Sugar

     • 5-Minute Prep Time
       

4. Improve Visual Flow:

   • Replace the blowtorch image with a more relevant customer-centric visual, such as a happy family enjoying pancakes.
     

5. Leverage Social Proof:

   • Add a review snippet or a star rating below each product image.

   • Include a customer testimonial block, e.g., “The best pancakes I’ve ever had! - Jane D.”
     

6. Simplify the Footer:

   • Prioritize one action: “Explore Recipes” or “Shop Pancake Mixes” instead of multiple buttons.

   • Move the social media icons above the footer links to streamline focus.
     

7. A/B Test for Clarity:

   • Run split tests for CTA text (“Shop Now” vs. “Claim Discount”) and visual arrangements to determine what resonates with your audience

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!