ePantry provides a subscription service for sustainable household products. Their brand revolves around their mission to prioritize customer happiness and, as a B corp, social and environmental good. This strong company identity and purpose provides many reasons for customers to bite.

This email with the subject line “We do things differently” is no exception.

While I don’t doubt that ePantry believes its community members are the best, normally that reason is not specific or compelling on its own. It works, given the company’s consistent mission and messaging, the sweetener incentive of free shipping, and the feeling of special treatment — a mix that has worked so successfully for companies like Zappos.

Read more about the importance of the word “because” in your email marketing in our article The One Power Word to Persuade Them All.

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