Email Example #2

Client: Arrow Sewing 

Store Type: E-commerce

Email Type: Interactive Campaign

Objective / Strategy: To drive higher click rates and audience engagement through a fun, interactive bracket-style campaign. By letting subscribers vote for their favorite Arrow sewing chair pattern, the email encouraged participation, built excitement, and collected valuable preference data to support future segmentation.

This campaign also helped users feel more connected to the brand by turning them into decision-makers, not just observers.

Messaging Approach: Inspired by March Madness, the email invited readers to vote in a "head-to-head" chair design tournament. Every vote counted as an entry to win a chai, bringing both emotional and tangible incentives to participate.

The copy was lighthearted and playful, mirroring the excitement of a live competition while staying true to Arrow’s brand tone.

Each email in the series revealed which chair was winning in real time and teased upcoming rounds, making subscribers eager to stay tuned.

Design Highlights:

•Bright, branded colors with pink accents to keep the tone fun and creative
•Live voting poll via Litmus, allowing subscribers to see current results at open
•Clear calls to action with large, tappable images of the competing chairs
•"Doses of inspiration" section at the bottom to keep visual content consistent with Arrow's monthly inspiration theme

Subject Line: Pick Your Favorite—Chair Madness is Here!
Pre-Header: The first matchup is live—cast your vote and join the fun!

Results: 
Open Rate: 49.6% 
Click Rate: 3.10% 

See email #2 in the Chair Showdown Series to see which chair won here.

The Great Chair Showdown - #1