Emile et Rose
Email & product copy
Skills employed: Email copywriting · Tone of voice · Campaign strategy
Key wins
One tone, three campaign types
Held a warm, sweet, never-intrusive brand voice consistently across seasonal, promotional and craft-led emails.
Matched the copy to the job
Playful wordplay for a light seasonal touchpoint, minimal copy for a discount-led flash sale, product detail for a collection launch.
Understood what 'success' meant per email
Recognised that engagement, conversion and brand presence are different goals, and didn't judge every send against the same metric.
Emile et Rose is a traditional babywear brand based in Devon, with a tone of voice that's warm, friendly, respectful and sweet – never too intrusive. The audience is largely women, and the brand's classic British style attracts an affluent demographic. Email had to hold that tone consistently across three different jobs: seasonal launches, promotional campaigns, and deep dives on the quality and craftsmanship of the garments themselves.
Seasonal launch
Easter Shop
Objective: launch the Easter shop with seasonal, on-brand playfulness, while keeping the tone gentle rather than pushy
Call to action: hop over to the Easter Shop
A seasonal launch email for the brand's Easter collection, leaning into light wordplay ('hop', 'chick', 'egg-stra') while staying within the brand's warm, sweet, never-intrusive tone of voice.
Subject: Hoppy Days are Just Ahead 🐰 Spring into Action 🌼
Find the sweetest Easter holiday outfits for baby in our Easter shop.
Hop on over and chick out our special collection of Easter styles including rompers, smart sets, pretty dresses and accessories in knits and soft cotton, designed to ensure your little bunny looks egg-stra special on the big day.
Seasonal launch
AW23 Collection
Objective: launch the new seasonal collection and draw attention to garment craftsmanship and detailing, rather than price or promotion
Call to action: shop AW23 now
A collection launch email built around fabric and construction detail – pintuck pleats, tulle, embroidery, checks – letting the quality of the garments themselves carry the copy rather than a seasonal hook.
Subject: Say Hello to Autumn Winter 2023
The new Autumn Winter 2023 Collection has arrived and is ready to order!
Discover party dresses for baby girls with beautiful detailing that includes pintuck pleats, flower tulle, tartan bows and criss-cross embroidery.
For baby boys, toybox themed embroidery as well as traditional diamond, check and zig zag designs, add a truly smart edge to all-in-ones or two and three piece sets.
Promotion
Flash Sale
Objective: clear remaining Autumn/Winter stock with a short, high-urgency discount window, ahead of the next season's launch
Call to action: shop now
A weekend flash sale that typically closes out a season. Deliberately light on copy – limiting the text was part of the strategy, not an afterthought – so the email hits only what actually drives action: the discount itself, the styles it applies to, and how long it runs for.
Subject: Flash Sale Weekend | 50% off Autumn/Winter 2022 Styles
This weekend, our 2022 Autumn/Winter Collection* is 50% off.
New Autumn/Winter styles now 50% off, including bestsellers Coco, Cooper, Clara and Connor. Shop now and receive Free Standard Delivery on every order delivered to a UK address. Sale ends midnight Monday.
Flash sales like this one played a different role again: short, urgent and discount-led, timed deliberately to close out a season rather than run throughout it, so they didn't compete with or undercut the full-price launch moments above.
Collection launches like the AW23 email consistently drove high click-through – customers wanted to look – but low immediate conversion, since new seasons are launched ahead of the weather that suits them: Autumn/Winter in late summer of the previous year, Spring/Summer in late January or early February. Success here looked different to a promo email: strong engagement and intent, with revenue converting later as the season actually arrived, rather than an immediate sales spike.
The Easter email sits in a different bracket again – a lighter, lower-stakes seasonal touchpoint whose job was simply to keep the brand present and on-tone between the harder-working promo and launch moments, a role that doesn't show up cleanly in performance data either.
Read my Emile et Rose case study: Brand continuity and data-led promotional strategy.
