Valentine’s Day Emails That Actually Sell

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 In today’s newsletter 

• 💌 Valentine’s Day Emails That Actually Sell (And Don’t Make People Cringe)

• 10% of sales should coming from referrals

• TRY IT NOW: Growth Hack or Risky Bet?

• Geologie's Strategy for an 18% EBITDA Boost Explained

• DTC Playbook: Olipop's Meta Ads

  Let's Dive Into It! 👇

Valentine’s Day is around the corner, which means inboxes are about to get flooded with predictable, cheesy, and downright forgettable emails. You know the ones: “Roses are red, violets are blue, here’s 10% off just for you.”

Let’s not do that. Instead, here are some good ideas for you to take inspiration from:

• Self-Love Sells

  Not everyone’s in a relationship, and that’s a good thing for your email strategy. Brands like Victoria’s Secret have crushed it by running “Treat Yourself” campaigns. The message? You don’t need a Valentine to indulge—whether it’s skincare, snacks, or a new outfit, self-care is the best gift.

• Customer Appreciation, But Make It Genuine

  Valentine’s is a perfect excuse to remind your customers you love them (without sounding desperate). A simple thank-you email with no sales push can boost long-term loyalty. Charity: water did this brilliantly by showing the impact of customer support rather than selling something.

• Last Minute Panic Buyers Need You

  People forget. They panic. You save the day**.** Push last-minute gift cards, expedited shipping reminders, and “We’ve Got You” messaging to capture those last-hour conversions. Winc nailed this with a “Still Shopping? We’ve Got Digital Gift Cards” campaign.

• Galentine’s Day = Free Money

  February 13th is all about women celebrating women (thank you, Leslie Knope). It’s the perfect opportunity for brands selling beauty, apparel, or experiences to run flash sales on products that besties would buy for each other.

• Want More? Here’s a Goldmine of Inspiration

  I pulled some of the best Valentine’s Day emails from Really Good Emails so you don’t have to. Steal ideas, remix them, make them your own. Here’s the link: Really Good Emails - Valentine’s Collection.

“10% of sales should coming from referrals”

Hey there! I’m Luke Yarnton, Founder of The Rave and a self-proclaimed referral marketing nerd 🤓. I’m obsessed with building referral programs that unlock real value.

• I’ve studied all the best cases (like Harry’s) and worked with 300+ Shopify Plus brands

• Helped companies build “referral armies” driving 10% of revenue (most programs only do 2%)

• Generated over $5M in referral transactions this year alone

Give me 15 minutes, and I’ll show you how to tap into your customers’ networks. Plus, I’ll buy you lunch ($20 UberEats voucher)!

👉 Book a no-pressure chat with me!

TRY IT NOW: Growth Hack or Risky Bet?

Moiz Ali points out an interesting shift with TRYITNOW: charging customers after the return period instead of upfront.

It’s not a new concept—big retailers have done versions of this for years. But for DTC brands, it raises some key questions:

1. Who actually benefits? If you’re running on tight margins, can you afford delayed revenue while covering fulfillment and returns?

2. Does this attract the right customers? "Buy now for $0" might lift conversions, but it also invites casual buyers who wouldn’t have purchased otherwise—leading to higher returns.

3. What’s the long-term impact? More sales today, but does it train your audience to expect flexibility you can’t sustain?

For some, this might be great for conversions. For others, it’s just a high-risk A/B test disguised as innovation in our opinion.

Would you try it? Or is it just buy now, regret later?

Geologie's Strategy for an 18% EBITDA Boost Explained

Scaling isn’t just about selling more—it’s about selling smarter. Geologie, a fast-growing men’s skincare brand, knew that to secure funding, they had to prove one thing: profitability. But how do you achieve that—fast?

Cut acquisition costs? Boost repeat purchases? Overhaul the product strategy?

With an 18% EBITDA margin increase as their target, Geologie had to make a bold move. By making data-backed financial decisions, they optimized cash flow, improved margins, and positioned themselves for sustainable growth. These strategic moves didn’t just help them scale—they made growth more efficient and profitable.

The strategy they chose changed everything.

👉 Find out what they did

Welcome back to the DTC Playbook!

Yesterday, we explored Olipop’s winning tech stack and the tools behind their e-commerce dominance. Today, we’re moving on to their Meta ads—a cornerstone for scaling any DTC brand effectively.

Let’s break it down.

Strengths

1. Engaging Hook:

   • A hook doesn’t have to be a problem-solution statement all the time. This ad plays on a sensory hook—leveraging both visual and auditory elements to capture attention.

   • The opening immediately feels refreshing, drawing viewers into the experience.

2. Visual & Audio Play:

   • The high-quality visuals and seamless transitions keep the viewer engaged throughout.

   • A quick test: Watch the ad once, then watch it again without sound. The difference highlights just how much the audio enhances the experience.

3. Makes You Want to Drink One:

   • By the end of the ad, you can almost taste the fizz—it builds desire through effective sensory storytelling.

   • The crisp visuals of carbonation and the sound of a can opening create an irresistible craving.

4. USPs That Work for the Brand:

   • While soda doesn’t necessarily have standout “functional” benefits, Olipop effectively leans into flavors, branding, and emotions as its key selling points.

   • This positions Olipop as more than just a drink—it’s a lifestyle choice.

Areas for Improvement

1. Stronger Emphasis on Health Benefits:

   • Olipop is marketed as a “better-for-you” soda, but this ad doesn’t clearly highlight its health benefits (e.g., prebiotics, lower sugar, gut health support).

   • A subtle mention of why it’s different from regular soda could strengthen the value proposition.

2. Call-to-Action (CTA) Could Be More Defined:

   • The ad builds a craving but doesn’t clearly guide the viewer on what to do next.

   • A simple “Find Olipop near you” or “Try your first can today” CTA would drive conversions.

3. Flavors Could Be Spotlighted More:

   • The ad plays with branding and experience, but explicitly naming a few unique flavors could create more personal appeal.

   • Example: A line like “Strawberry Vanilla? Classic Root Beer? Which one will you try first?” could spark engagement.

Opportunities for Testing

1. Health-Focused vs. Experience-Driven Messaging:

   • Test an alternate version where prebiotics, low sugar, or gut health benefits are subtly incorporated to see if that drives more conversions.

2. CTA Placement and Urgency:

   • Try versions with a stronger CTA mid-ad instead of just at the end.

   • Example: “Tap below to taste the difference” earlier in the video.

3. Flavors vs. Emotion-Driven Approach:

   • Test whether focusing more on flavor variety or lifestyle appeal leads to higher engagement.

Overall Rating: 8.5/10

Olipop’s ad excels in sensory appeal, making the viewer crave the product through strong visuals, crisp audio, and smooth transitions. However, a clearer CTA, more emphasis on health benefits, and slight flavor focus could make it even stronger.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.

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