Delivered: Gardening Supplies Emails

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This Gardener's Supply Company email, geared primarily toward amateur gardeners, is all about a gardening basic: seedstarting. A catchy, sizeable callout at the top plants the seed, as it were, for the email's other offerings, including seedstarter kits and planting mixes, which are shown with an illustration of each kit alongside a photo of what customers can expect by using it. And in case those aren't intriguing enough, the email wraps by beckoning recipients to Gardener's Winter Sale.


With two great deals highlighted in a simple layout that also draws attention to a clear call-to-action, Park Seed's email cultivates potential click-throughs. Select merchandise is displayed via five side-by-side photos underneath one large picture of the week's featured item, each with a clear “buy now” button. Park Seed's contact information at the top and its social links at the bottom bracket the email with the numerous ways to connect with the company.


There's no mistaking Burpee Gardens' intent: It aims to sell peppers—and sell them now. The 20% off deal is generous, and the limited-time offer—it expires two days after delivery—aims to spur shoppers to act fast. Each of the email's featured products—and call-to-action buttons—is a pepper of some sort. The one missed opportunity is Burpee's Big Spring Giveaway sweepstakes, which may get lost at the bottom of such a lengthy email.



Grow Organic's email is simply overgrown. The hodgepodge of company news and updates, laid out in a series of boxes, makes it difficult to know where to look first—an easy way to lose customers' interest, and their business. And although the email spotlights a coupon code for $10 off the next purchase, and emphasizes the offer in a box designed somewhat like a coupon, the areas to click through to browse are disjointed. In some cases it's unclear where the click will take you. Prompts in the Mindflash mobile app help users get the most from the platform.

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