Last week I walked into a shoe store and became an annoying customer. I monopolized the salesperson’s time, and no, it wasn’t on purpose. There were 15 different styles of the same shoe — I.Kid.You.Not. I was overwhelmed…do I go with my tried and true neutral or do I try one of these other tantalizing prints or colors?

Apparently, my experience isn’t uncommon. For years, psychologists have studied the effect of having many choices. According to a New York Times article, “the presence of choice might be appealing as a theory, but in reality, people might find more and more choice to actually be debilitating.”

To learn how a top brand handles the overwhelming bounty of choice, I decided to explore the email strategy of one of my new favorite fashion brands — Red Dress Boutique.

Why Red Dress Boutique?

Started as a small brick-and-mortar clothing store in Athens, GA, Red Dress Boutique has a devoted fashion influencer following and a vibrant Instagram presence. The founders, husband-and-wife team Diana and Josh Harbour have an eye for playful, and trendy clothing that has brought them an appearance on Shark Tank and a company that’s rapidly growing beyond $15M in revenue.

What I Did vs. What They Did

What I did

To find out if this company was doing everything that they could to provide the most relevant and engaging emails, I did just a little bit of detective work, including subscribing to their newsletters, abandoning a shopping cart full of goods, and buying a super cute pair of earrings.

Here’s what I purchased

Red Dress Boutique’s Nothing Like It Black Tortoise Hoop Acrylic Earrings were the perfect accessory for date night with my husband.

What they did

I received a very informative welcome series email, promotions, trend updates, back in stock notifications, and new product announcements.

See the complete teardown

Learn more about the email strategy of Red Dress Boutique in our complete email strategy teardown – including timeline and content previews.

Check Out the Email Strategy Teardown

Red Dress Boutique