We couldn’t stop at just one. With national Pride Month coming to an end, we’re looking back on some of our favorite emails. Since Pride is all about representation, it’s even more important to get your message and images just right; and these emails are some of the best and brightest we’ve seen so far.
These Pride emails are worth celebrating
Gilt’s Pride campaign puts representation first, featuring a range of models wearing their Pride collection. They used their campaign to champion diversity and raise money for a cause, with 100% of the net proceeds for the collection going to the Trevor Project. And it doesn’t stop there. Gilt goes one step further and includes a spotlight, so subscribers can learn about the Trevor Project’s mission and understand the cause their purchases would support, then closes the email out with a video that features inspiring community leaders and activists.
Warby Parker stayed true to their brand and put design at the core of their Pride campaign. They released a new collection of their Haskell frames in 6 new hues, winning bonus points for picking a style that flatters so many different face shapes. But this isn’t just a promotional email. Warby Parker also took this opportunity to make special donations to the Trevor Project and Lambda Legal, two organizations that advocate for diversity.
Ripley’s Aquarium of Canada
Ripley’s Aquarium of Canada took a different approach by hosting their own Pride event. Guests could be a sea star for a night and attend their third annual “Night at the Aqueerium” event, featuring an evening of music, refreshments, and drag performances. (Plus 20,000 colorful aquatic animals, of course!)
Bulletin, the NYC based store that’s curated for women, by women did what they do best: encouraged their subscribers to shop small. Their email featured a collection of 8 LGBTQ+ brands and small businesses. They also included a link to their blog post about retail activism and its relevance, then closed out with a link to a fun Pride playlist.
Tomboy’s email is a 2-for-1 that shows off their products and their blog. They put a cause front and center by making a pledge to donate 10% of the proceeds from their Rainbow Pride Stripes collection to the National Center for Lesbian Rights. And for those who aren’t familiar with the NCLR’s work, Tomboy included a teaser from an interview they did with the NCLR’s Executive Director.
The best and brightest Pride campaigns
These brands chose to take a step beyond promotion. By using this opportunity to create campaigns that fostered a sense of community, put worthy causes in the spotlight, and championed diversity, they showed that they truly understand that Pride represents so much more than an event on the calendar.