The minimal design of Glossier’s “Boy Brow” email won us over. We love the use of live text over the image, and the incorporation of customer testimonials.

As an email designer, I can tell you that every part of the email design is intentional and thought through. The choice of photo, placement of the headline, and CTA button all fit together. Many emails follow a very templated format, (for example: headline, image, paragraph) and that’s absolutely ok!

Remember, it’s beneficial to experiment with your email designs and A/B test them to see what works best for your audience. Here, the CTA button is above the fold and incorporated in the main composition. My guess is that Glossier probably saw higher click through rates with this design because the CTA is so front and center. This might work for your brand too, and there is one way to find out - run those A/B tests to optimize your designs!