What I really think of Meghan, Duchess of Sussex’s email launch…
I’ve always been a fan. Back in the day, when she had her blog The Tig, I was a regular reader.
Here are my thoughts on her launch email and the things I’d do differently…
Email Header
What works well:
The email launch timing ties in with her new Netflix series which came out yesterday.
A short and succinct subject line that works across devices.
Striking typography and brand imagery that align with the aspirational brand aesthetic.
The tone signals a clear focus on building a community - bravo!
The informal and warm writing style reflects the ethos of As Ever.
The content sets expectations for subscribers from the start.
Personalised sign-off adds a thoughtful touch.
Email Body
What I would have done differently:
Pre-launched to email subscribers a day early to build buzz before the show release.
A divisive email opinion, but I’m all for clean lists—I’d have used double opt-in to filter out the gumpf.
Added a landscape image to keep key information visible without scrolling.
Implemented email navigation with key links for better usability.
Collected more data at sign-up to personalise the welcome email beyond ‘Dear friend.’
Broken up the text for improved readability.
Added a stronger CTA that directs traffic to the website. IMO it’s more effective than linking to an Instagram profile with two posts and vague messaging about a Spring 2025 launch.
Ensured stock was available to shop from launch day. It feels like a missed opportunity.
On the website I’d add a product sign-up option so that customers can be notified when items are in stock vs triggering the email pop-up.
I’ve always been a fan, so naturally I was curious to see how the launch would land.
There’s a lot to like, the timing, the tone, the visual identity, and the sense of community it’s aiming to build.
But from a CRM perspective, there were definitely some missed opportunities. A bit of pre-launch buzz, stronger calls to action, and a clearer path to purchase would’ve made a big difference. It’s a solid start, but with a few tweaks, the experience could have been much more impactful.