Shinesty's Email Marketing Aims to Entertain With Irreverent Content

CMO Jens Nicolaysen said the party apparel brand finds inbox success by not seeking to please everyone

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When you visit the homepage of Shinesty, an ecommerce brand that sells cheeky, often in-your-face party apparel, the first pop-up asking you to subscribe reads: “Emails suck. Ours don’t.”

Shinesty takes an “entertain first, sell second” approach to its marketing, especially when it comes to email, according to CMO Jens Nicolaysen. When he helped launch the Colorado-based company in 2013, his team’s main objective in reaching new subscribers was to offer an inbox experience they wouldn’t get from any other brand.




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