In a field that is often derided for spamming inboxes with blaring sales, ecommerce brand Shinesty is taking a different approach: "Entertain first, sell second."

With humor that fits with the brand's cheeky, often in-your-face style of party apparel, Shinesty has seen a 20% year-over-year boost in open rates and 30% increase in click rates, my colleague Ian Zelaya reports. It's not the only brand that's seeing email marketing performance spike since the Covid-19 pandemic began in March.

Like other brands too, Shinesty has attempted to maintain a sense of humor about quarantine while still being sensitive to the seriousness of the situation, with jokes like promoting its boxers as a way to “social distance your balls from your legs.”

Patrick Kulp
Emerging Tech Reporter, Adweek
patrick.kulp@adweek.com

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