Salt & Stone Email Breakdown
Published on: 13/01/2026
Salt & Stone are setting the standard for luxury email marketing. Sending an average of 17 emails per month across 25+ angles, their strategy proves scale and brand can coexist.
Breakdowns
Jellycat Breakdown
Published on: 02/12/2025
Jellycat isn’t just selling stuffed animals instead they’ve engineered a £3B brand that pulls in over £225M in yearly profit by tapping into three powerful marketing levers: nostalgia, affordable luxury, and scarcity. Their toys feel like childhood relics, priced as “little treats” adults can justify, and released in limited drops that spark nonstop demand, resale frenzy, and cult-like loyalty. In this breakdown, we unpack exactly how Jellycat turned cute plushies into a global obsession and what brands can learn from the strategy behind their explosive growth.
Breakdowns
SHEIN BFCM Email Breakdown
Published on: 03/11/2025
SHEIN treats Black Friday like a full-scale media blitz and it shows. In Q4 alone, they sent 168 emails, averaging 50+ a month, which means there’s a whole team (and likely a few agencies) orchestrating the chaos. Their holiday branding kicks off in mid-to-late October, building momentum with themed visuals and daily drops, and by Black Friday itself, they go all in, sending up to 11 emails in a single day. It’s a masterclass in volume-based visibility and a breakdown you don't want to miss.
Breakdowns
Wonderskin BFCM Email Breakdown
Published on: 16/10/2025
These are the 3 steps we use to build a complete Black Friday email strategy — Segmentation, Offer Strategy, and Send Cadence. One brand that nails all three every year is Wonderskin. They segment perfectly between VIP, Early Access, and General Sale, use creative offers like “Angel Friday,” and keep inboxes fresh with multiple sends and variations daily. This year’s BFCM is a massive opportunity and this breakdown is worth a scroll.
Breakdowns