OUAI: You have issues

Framing the email as a routine check-up turns a plain product grid into a helpful self-audit, giving shoppers a reason to keep scrolling past the hero. Three clearly labeled shop-by-category buttons for hair, body, and skin route different intents from a single send. Smart structure for a multi-line brand that wants one email to serve every customer.

Disclaimer: OUAI own the rights to all content, images and design of this email. The above email has been featured on Email Love because I (Andy King) think it is a great reference to beauty email design. So things don’t get messy on the email author’s end: I’ve stripped out all the email tracking pixels, campaign links and hosting all the images myself. Read more Email Love legal information.

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