Email marketing is often seen as just a sales tool, but it’s so much more. When used effectively, it’s a platform where brand voice shines. It’s a way to build connections, turn customers into loyal fans and seamlessly combine storytelling with conversions. No one proves this better than high-end, direct-to-consumer cookie brand Last Crumb.
Known for its playful irreverence and cookie flavors like “Better than Sex,” Last Crumb’s email strategy is a masterclass in turning mundane inbox messages into crave-worthy experiences. Let’s take a closer look.
Email Can Become Brand Theater
Most emails are functional—they’ll tell you about a sale or send a discount code. But Last Crumb treats email like brand theater. From subject lines to CTAs, every email they send oozes personality.
Take their “Build. Your. Own. Damn. Box.” (BYOB) email. The bold tone starts with the subject line and only gets better. Their eyebrow text reads, “FINALLY. You’re welcome,” injecting a healthy dose of confidence. This tone isn’t accidental. It creates instant inbox recognition, making readers eager to open and engage.
Your email should feel like an extension of your product experience, not just another promo.
How Can Customer Demand Turn Into Content?
Leveraging customer commentary to drive excitement, the BYOB campaign from Last Crumb showcased how fan input can fuel brand momentum. Instead of launching a product with generic messaging, they quoted (possibly real, possibly exaggerated) comments from their audience, framing the new box option as something “demanded” by fans.
Not only does using user-generated content make the audience feel heard, it also positions the launch as a fan-driven moment. It’s exciting, relatable and hype-worthy.
Invite your audience into the narrative by sharing user-generated content or customer feedback and reviews.
Informative Meets Creative
Let’s talk about educational content. No one loves dull, overly wordy product education. Last Crumb injects humor and style into the process. Their “Wanted: Skilled Cookie Curators” email snuck in product education disguised as entertainment.
The email featured five “strategies” for creating the perfect cookie box. Some felt insightful, others were outright silly. The net effect? They made the user experience fun while subtly reducing buyer friction. This playful approach helps audiences feel confident while shopping, and it speeds up their decision-making.
Tutorials, guides or product features don’t need to bore your customers. A creative spin makes education entertaining.
Marketing Stunt Success
April Fools’ Day campaigns can be polarizing, but Last Crumb nailed it with a high-risk, high-reward strategy. The joke? They promised $0 cookies but included $120 shipping (the actual cost of the cookies).
The execution was a mixed bag. Some users laughed, others were annoyed—but the bigger picture shows why it ultimately worked:
- The bait: 10,427 abandoned carts (as reported in an email from the brand itself)
- The buzz: Thousands of impressions, shares and chatter
- The follow-up: An email to turn the prank into a self-aware sales event
Sure, not everyone was thrilled, and a glitch meant the same email accidentally sent three times, but their transparency and humor in subsequent emails turned the situation into a net positive.
Vulnerability, humor and quick responsiveness can work wonders when things don’t go as planned.
Optimization Tips for Email Excellence
While we’re superfans of Last Crumb, no email strategy is perfect. A few friendly tips if you’re building (or improving) your campaigns’ technical execution:
- Avoid image-heavy designs without proper alt text or “view online” links. Some emails may not render properly.
- QA your email processes rigorously. Mistakes (like multiple accidental sends) can frustrate users.
- Experiment with A/B testing and personalization to boost open and click-through rates.
- Layer behavioral data and segmentation into your email flows for sharper targeting and ROI.
How Email Can Transform Your Brand
At its core, email marketing is more than a tool in the sales funnel. It’s a chance to connect, convert and tell your story in a way no other channel can. And if you need a partner to help craft your own story or elevate your email strategy, reach out to David Melnick to start the conversation.