Hey it’s Chase and Jimmy here!

Not every great email needs a discount.

Sometimes the smartest move is to just answer the question your customer is already asking: "Is this actually better than what I'm using now?"

That's exactly what Ghia does with their comparison email. No urgency, no big promo, just a clean side-by-side that lets the numbers speak for themselves. And it works – especially in a welcome flow where people are still deciding if the brand is worth it.

Today we're breaking down why this email converts without being salesy, and what you can steal from it for your own product education plays.

Also inside:
✔️ We’re gonna let you finish… but Drake was the most mentioned artist in email marketing in 2025.
✔️ Promo seasons are fun until you realize your revenue graph has mood swings.
✔️ Hiring vault: 7 New retention marketing job ops

Let’s get into it.

We’re gonna let you finish… but Drake was the most mentioned artist in email marketing in 2025.

Don't believe us? Well, Omnisend went digging for “important” email stats and uncovered something even better. From overused emojis and celebrity name-drops to Batman-approved discounts and the internet’s favorite clichés, this report is a perfectly unhinged snapshot of what actually filled inboxes last year.

It’s fun. It’s absurd. And once you see it, you can’t unsee it - you're welcome for that.

→Read Omnisend's Year in Email 2025 (Fun Edition)

Ghia's comparison email: Smart positioning disguised as education

Ghia built its brand on being the elegant alternative to drinking alcohol, and they know their audience isn't looking for another flashy promo email.

This email takes a smarter approach: it's answering the question people are already asking themselves. "Is this actually better than what I'm drinking now?" The whole thing is built around one simple side-by-side comparison that lets the numbers speak instead of relying on heavy discounts or urgency.

It's a solid play. Let's break down what's working and where there's room to tighten things up.

Header Block

Right at the top, Ghia frames the entire conversation before you've scrolled an inch.

What We Love

• The comparison format is immediately clear. "Ghia vs Classic Spritz" tells you exactly what you're about to see and why it matters.

• The visual hierarchy is clean. Two bottles, side by side, with stats that speak for themselves.

• This feels educational, not salesy. The tone isn't "buy this," it's "here's why this makes sense."

• The numbers do the heavy lifting. 0% alcohol, 3G sugar from fruit, 20 calories vs. 11% alcohol, 17G sugar, 200 calories. You don't need a paragraph to explain the value.

What We'd Do Differently

• The subject line "One sip is all it takes😏" doesn't connect to the comparison inside. Leading with "Why Ghia beats a Classic Spritz" would set better expectations and likely improve opens from health-conscious subscribers.

• There's no CTA above the fold. Adding a soft "See the full lineup" or "Shop Ghia" button here would give high-intent readers a faster path without disrupting the educational tone.

• A short framing line could help new subscribers. Something like "The aperitif that doesn't compromise" would clarify positioning right away.

Body Block

The middle section shifts from stats to social proof, which is a smart transition when your product challenges category norms.

What We Love

• The customer testimonial does exactly what it should. It validates the comparison you just saw with real-world experience.

• "THEIR WORDS, NOT OURS!" is a nice touch. It reinforces credibility without feeling defensive.

• The five-star visual adds instant trust. You don't need to read the quote to understand this person loved it.

• The testimonial speaks to taste and refreshment, not just health stats. That's important for a beverage brand where enjoyment still has to win.

What We'd Do Differently

• The testimonial stands alone without product context. Adding a small product image or a "Best Sellers" callout nearby would give browsers a natural next step beyond just the CTA.

• This section could reinforce variety. A subtle note like "Available in Original and Le Spritz" would remind browsers there are options without overwhelming the message.

Footer Block

Ghia keeps things minimal here, which fits the brand but leaves a little opportunity on the table.

What We Love

• The navigation is simple and functional. Bestsellers, recipes, and store locator cover the most common next steps.

• Social icons are clear and accessible. For a lifestyle brand like Ghia, Instagram and TikTok are smart priorities.

• The overall design stays consistent. Nothing here feels like an afterthought or a sudden shift in tone.

What We'd Do Differently

• There's no final urgency or incentive. A line like "Try your first bottle" or "Save 10% on your first order" could convert fence-sitters.

• A trust signal would help hesitant buyers. Adding "Free shipping on orders over $X" or "30-day satisfaction guarantee" could reduce purchase anxiety.

• The footer could surface one more reason to act. A note about limited-time flavors or seasonal offerings would create gentle momentum.

Where This Email Works

This is a great second or third email in a welcome flow. Someone's already signed up, they've shown interest, but they probably haven't bought yet. This email reinforces the decision they're already considering without being pushy about it.

Welcome Flow Positioning: Perfect as email 2 or 3 when subscribers need rational validation after an emotional signup.

Browse Abandonment: Works well for people who've looked around but haven't converted. You're giving them the justification they need to pull the trigger.

Category Education: Great for audiences who are curious about non-alcoholic options but need to see the side-by-side to believe it's actually better.

A smart email that just needs a little more push

Ghia's not trying to win you over with discounts or urgency. They're just laying out the facts and letting you connect the dots yourself. That works really well when you're talking to people who are already leaning toward healthier choices but need to know they're not giving up the good stuff.

The comparison format makes it easy to share the "why" without sounding preachy. And the testimonial backs it up with real experience, which matters when you're asking someone to try something different.

That said, a stronger subject line and a bit more product visibility in the body would probably push more people over the edge from "interesting" to "I'll try it." The bones are solid, it just needs a couple small tweaks to convert harder.

3 Quick Wins to Steal Next Time

✓ Let comparisons do the selling when your product challenges category norms
✓ Use customer testimonials to validate data-driven claims
✓ Keep educational emails clean and minimal so the message doesn't compete with itself

Promo seasons are fun until you realize your revenue graph has mood swings.

The Year-Round Retention Email Series is built to help you make money in the in-between weeks. The weeks where you are not running a big sale and you still need revenue to show up.

What you’ll get:

• How to find your repeat purchase windows and message before customers drift

• The lifecycle emails that quietly drive a big chunk of revenue (without discounting)

• Simple segmentation that changes everything (and doesn’t require a data science team)

• A system for always having a “next send” that makes sense

→ Get the Year-Round Retention Email Series

The Hiring Vault

• Senior Lifecycle & CRM Marketing Manager, Torrance, CA: Pelican Products, Inc.

• Email Growth Marketing Manager, Concord, CA: Innersense Organic Beauty

• Customer Retention & Subscription Manager, Miami, FL: Scentiment

• Senior Lifecycle and Retention Strategist, Durham, NC: Dollar Shave Club

• Manager, Email Marketing, New York, United States: Christian Dior Couture

• Senior Manager, CRM, El Segundo, CA: Haus Labs

• Senior Manager, Retention, New York, NY: kate spade new york

That's a wrap for today!

Appreciate you hanging with Chase and me. We hope you found something you can put to work ASAP.

If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

Catch you next time!

🤘 Jimmy Kim

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

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