The One Time I Read An Entire Branded Email

I just bought new deodorant. Not the story, but necessary info. It is natural deodorant, the kind without aluminum and talc and stuff. Also not the story, but possibly a crucial detail?

Not sure yet.

I bought it online. Still, not the story, but for sure part of this whole thing.

Natural deodorant isn’t real available, and I live in a big city. I mean, it’s not as available as, like, Secret – which I’ve been wearing since puberty. Not the same one, but still.

It’s a bit of a scavenger hunt. So when I heard a stellar endorsement for it, and had a discount code for it (because fancy deodorant that you buy online is twice as expensive as the drugstore kind) I didn’t think twice.

And then I got one of the best emails, maybe, ever. At least from a customer experience perspective.

It started with….

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I had no idea I was that important.

And continued with….

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Who’s Kelsey? Who cares. 

And whenever that song is referenced I think of Josie, able to rap right along with Cardi B and me taking a sec to explain to her what “hotter than a Somali” means.

And, it ended with this…

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There are worse things to be called!

They promised they’d send me tracking information on my deodorant once they were done “exchanging high fives,” which is amazing.

This email doesn’t exist, like, anywhere else at other companies. At least I don’t think. And if it does, that’s awesome. I’ve been buying things online for eons (it seems) and I’ve never gotten anything as creative or clever as this – except for the Dollar Shave Club packaging, which is becoming excessive for just a pack of razors.

More brands need to copy this. Really. It stands out. Shows personality. And most of all, it gets me to read alllll the way to the bottom, which is what we marketers and content creators want.


Usually, it’s just the standard email, right? Thanks for your order. It’s on its way. But I read all the way through this, right down to her “High fives and cool vibes” sign off – which may be part of the “natural” bit of this purchase. For this hippie, that’s totally fine.

It just hope it means I use every last drop of that deodorant, so I can reorder and get another fun email from these guys.