Email Strategy Teardown: Shinola


When you buy a gift for someone, you think about what that person would like. What are their hobbies? Have they mentioned anything they need or want? You might even ask their friends or partner. And you do all of this for that one moment, that bright-eyed smile on their face when they unwrap that little treasure from you. You put effort into choosing a gift, and you should put the same thoughtfulness into your email marketing content. Think about how you feel when you open an email: are you seeing stories or products or trends that are relevant to you?

I decided to explore the email marketing strategy of well-known watch brand Shinola, to see if they were sending me content tailored to interests I had demonstrated by visiting their website.  

Why Shinola?

This Detroit-based brand is known for its remarkable watches, but they have an eclectic product assortment ranging from journals to bicycles. Each product boasts strong attention to detail and commitment to quality. They’re also proudly made in America, supporting the rejuvenation of American manufacturing.  

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 linen planner.


Here’s what I purchased



Shinola’s 18 Month Runwell Planner – an organizational necessity as a working mom.



What they did

I received a subscription confirmation email, abandoned cart emails, post-purchase shipping and confirmation emails, product emails, and holiday-inspired emails.

See the complete teardown

Interested in learning more about the email strategy of Shinola? View our complete email strategy teardown – including timeline and content previews.

Check Out the Email Strategy Teardown


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