Unconventional email marketing campaigns that make your brand stand out

In the crowded world of email marketing, standing out can feel like an uphill battle. While many brands stick to tried-and-true formulas, some take bold risks with unconventional email campaigns — intentionally breaking the rules to capture attention, spark curiosity, or even create viral moments. 

From purposefully using mistakes to crafting mysterious subject lines, marketers using these out-of-the-box strategies can have a big impact on engagement. But with significant risk comes the possibility of reward — or failure. In this article, we’ll explore what makes an email campaign unconventional, why these campaigns can be a powerful tool, and how to strike the right balance between creativity and caution.

What are unconventional email campaigns?

Unconventional email campaigns flip the usual rules of email marketing upside down. Rather than delivering straightforward, polished content, these campaigns often lean on humor, shock value, intentional “mistakes,” and curiosity-driven hooks to stand out. For instance, some brands purposely send emails with typos or crossed-out words, playing on the idea of imperfection to feel more relatable. 

Humor, when used right, also draws subscribers in; a clever joke, a funny subject line, or a playful GIF can turn an otherwise routine email into something memorable and shareable. These techniques break away from the standard, sometimes formal, tone of emails, encouraging audiences to interact, laugh, or pause long enough to consider the message.

How to make your email marketing campaign unconventional and nontrivial

We have already lifted the veil on which practices, approaches, and techniques work to make email campaigns unusual. Now, we’ll help you delve deeper into how they work and, most importantly, get inspired by the examples.

The intentional mistake campaigns

Making an “accidental” mistake is perhaps the most popular technique brands use to make a campaign memorable.

They intentionally include typos or errors in emails to attract attention. The errors can be in the subject line or the email body, and they can concern grammar rules, mixed-up facts, promotion dates, or something else. Usually, intentional mistakes are noticeable, humorous, and memorable. 

But sometimes, the second email becomes the primary driver of attention. After an error, email marketers use a follow-up email, the so-called apology email or “oops” email, with corrections and apologies, sometimes with a promo code or bonus to make amends. This is a second chance to make your email unique and memorable.

For example, here are two moves made by the Fab brand. First, they sent an email with a picture of a cat, which surprised users. And then they apologized with this cute oops email:

(Source: Email from Fab)

The hype and viral email campaigns

Viral email marketing aims to inspire readers to quickly share content with as many people as possible, mimicking word-of-mouth buzz. The key is to create emails so engaging or intriguing that subscribers naturally forward, post, or mention them, rapidly expanding their reach far beyond your original list.

The most effective viral emails are adaptable — easily forwarded, shared as screenshots, or posted on social media. Well-crafted viral emails leverage multiple channels by including links to the brand’s website and social profiles, growing visibility across platforms like X, Instagram, and TikTok.

These campaigns share common goals with traditional email marketing: raising brand awareness, sharing relevant news, building relationships, and prompting action. 

But what makes people want to share? People are more likely to share meaningful, emotionally engaging, and socially valuable content — something they feel enriches their own and others’ experiences online. 

Besides humorous and unexpected content, one of the things that makes an email go viral is the use of engaging interactivity that your subscribers will want to share with others.

Here are some examples:

Dyson’s interactive product launch email

Dyson’s email campaigns are known for sleek, visually driven designs that match the brand’s high-tech appeal. For their Dyson Supersonic hairdryer launch, they sent an interactive email with engaging visuals and animations showcasing the product’s unique features. 

The email used a mix of videos and dynamic GIFs to demonstrate airflow, noise reduction, and heat settings, creating a sense of interaction that users found mesmerizing. Its innovative design led to high engagement and a significant social media share rate, making it a standout example of design-led virality.

Here’s another example of an interactive email from Dyson:

(Source: Milled)

Spotify Wrapped marketing campaign

Every year, Spotify sends personalized “Wrapped” emails, giving users insights into their top songs, artists, and genres. This highly anticipated email has become a viral sensation, as subscribers eagerly share their “Wrapped” stats on social media. 

Spotify generates huge organic buzz by personalizing the experience and making it easily shareable. People post screenshots, tag friends, and celebrate their musical years. This perfect blend of hype, personalization, and social sharing has made Spotify Wrapped a viral annual event.

(Source: Spotify)

Emails with unconventional designs

Emails with unconventional designs bring a fresh visual twist to the inbox, making them hard to ignore. Unlike standard layouts, which prioritize simplicity and readability, these emails push boundaries with vibrant graphics, unexpected layouts, and animated elements. 

The goal? To surprise and captivate readers in a way that a typical email can’t. Creative, extravagant designs might include bold color palettes, layered imagery, or unexpected fonts that give the email a unique personality. 

One example is emails with custom illustrations or quirky visuals that unforgettably reflect a brand’s identity. By prioritizing artistry over convention, these emails can make a big impact, enticing readers to explore and even forward them for their pure visual appeal.

For instance, beauty or tech brands often use animated GIFs to illustrate products in action or include “reveal” features, where scrolling or clicking uncovers new parts of the message. These design-forward tactics are eye-catching and memorable, making them powerful tools for brands looking to stand out in crowded inboxes.

Check out this example of an interactive game whose mechanics and design were created by Yespo, while Stripo provided technical assistance with the interactivity and brought the game to life.

Here are three additional design elements that can make an email truly unconventional:

1. Unexpected layouts — going beyond traditional columns, using overlapping images, or adding asymmetrical sections can make an email visually striking and memorable.
2. Bold typography — unique fonts, oversized text, or handwritten styles add personality and make critical messages stand out, drawing the reader’s attention.
3. Illustrations and custom graphics — rather than relying on stock photos, brands can use custom illustrations or playful graphics to give the email a one-of-a-kind feel.

Let’s look at some examples of unusual email design.

Recess’s long-tailed email

Recess, a seltzer brand known for its calming, consistent tone, took an unconventional approach with one clever email. Instead of a straightforward sales pitch, they used an elongated cat graphic that obscures part of the text, sparking curiosity and drawing readers in. This quirky touch encourages you to visit their site for the full story — and maybe purchase along the way.

(Source: Email from Recess)

Graza’s playful twist

Graza, an extra virgin olive oil brand, delivers a playful twist on the classic product recommendation flowchart in its emails. It starts with the quirky question, “Do you have a mouth?”— even offering a “No” option for extra humor. With intentionally convoluted lines and comical choices, the design leads you to a purchase, making the email engaging and irresistibly shareable.

(Source: Selzy)

The emails with unconventional themes

It’s no longer surprising that brands send festive or sales emails on Halloween, Black Friday, Christmas, or other popular holidays. However, an email campaign dedicated to National Pet Day, National Coffee Day, National Unicorn Day (as in the example above), or another unusual holiday will generate interest. You can also build buzz around holidays that are unique to your brand.

Helpful tip: Choose events relevant to your targeted audience from our email marketing calendar and prepare emails using our templates — an easy and quick way to launch your first nontrivial email campaign.

Here are some examples of unconventional email themes and prebuilt templates from our library:

Bubble Bath Day (USA)

International Chocolate Day

The ambiguous subject line campaigns

Ambiguous subject lines can be a powerful tool for making readers stop and open an email, especially in a crowded inbox. These subject lines hint at something intriguing, leaving out details and piquing curiosity. Lines like “You won’t believe this...” or “We’ve got a surprise for you!” create mystery, leading subscribers to open the email just to discover more.

Ambiguous subject lines outperform straightforward ones, mainly when the email contains something genuinely exciting or valuable. When executed thoughtfully, this approach can drive higher click-through rates as readers explore the offer, creating memorable and interactive experiences for the audience.

Of all the ways to write a subject line that creates the effect of unusual emails, two approaches are most often used — creating intrigue and using humor.

Curiosity subject lines

The tactic that makes campaigns engaging is the element of mystery and curiosity. Brands might use subject lines that are intentionally vague or cryptic — think “You have to see this” or “We made a huge mistake…” — sparking intrigue and nudging subscribers to open the email. 

Fenty Beauty, for instance, has used this strategy with subject lines such as “Something extra special just for you,” prompting readers to open the email for a mystery offer. By leaving specifics out, Fenty uses curiosity to drive open rates, increasing engagement by making readers feel they’re about to discover something exclusive.

Brands like Urban Outfitters have also found success with this tactic. Subject lines such as “Your new obsession is here” or “This is a game-changer...” are crafted to pique interest without giving away the content. These headlines often see a spike in open rates as they play on curiosity — a psychological motivator that works well in marketing. 

Composing open-ended subject lines can invoke intrigue and prompt your subscribers to engage with you. 

For example:

1. *Don’t Open This Email* — Manicube.
2. 10 bizarre money habits making Millennials richer — Refinery29.
3. 9 Disgusting Facts about Thanksgiving — Eat This Not That.
4. Why You Should Keep Your Clothes in the Freezer — Apartment Therapy.
5. Where to Drink Beer Right Now (sent at 6:45 am on a Wednesday) — Eater Boston.

Funny subject lines

If your subject line amuses your subscribers, you can rest assured that they will open the email.

Wordplay can be gentle, or it can be borderline indecent. Look at the NYX Super Bowl Day email campaign for an exciting example of borderline wordplay. 

Over six days, they sent three emails with emotional subject lines like these:

The play on words in these subject lines was supported in the email by the name of the new product, Duck Plump, and the tone of voice. Playing such emotional games with subscribers allows you to stand out.

(Source: Email from NYX Professional Makeup)

Here are some more examples of funny subject lines:

1. We like being used — The Muse.
2. Boom shakalaka! Let’s hit it — TicTail.
3. Here comes one smooth Father’s Day — Harry’s.
4. Go Big (Cuts) or Go Home — D’Artagnan.
5. Hey... Were You Gonna Delete This? — Groupon.

Pros and cons of unconventional email campaigns

Unusual emails should be used only occasionally to make such campaigns stand out from others. Don’t use humor, try to shock, or make mistakes in every email — too much spice can ruin your dish. So consider the pros and cons of this approach when adding it to your email marketing strategy.

Pros

1. Enjoy higher engagement by capturing attention in ways traditional emails don’t. When a campaign feels unexpected or exciting, it stands out, boosting open and click-through rates. Additionally, these emails are more likely to be shared, allowing brands to reach audiences beyond their subscriber lists, increase social media visibility, and drive more site traffic.
2. Brand differentiation helps a brand break free from the noise, providing a clear way to stand out. Companies demonstrate bold personalities, appealing directly to niche audiences looking for something different. Campaigns with innovative designs or witty copy have a better chance of resonating with specific target groups, helping brands carve unique identities in their audiences’ minds. 
3. Memorable experiences, thanks to tactics like humor or surprise, tap into emotions that make campaigns unforgettable. For instance, campaigns that use curiosity-driven content or playful interactivity are more likely to linger in readers’ minds. These positive memories can foster brand loyalty and encourage repeat engagement.

Cons

1. Backlash or misunderstanding — when campaigns miss the mark, it can lead to backlash or confusion among subscribers, damaging brand perception. For instance, humor or irony may be insensitive or inappropriate if not well executed. 
2. Risk of lower engagement — unconventional campaigns may also risk alienating parts of the audience who don’t resonate with the approach. Emails that lean too heavily into ambiguity or quirkiness can sometimes leave subscribers feeling disconnected, leading to lower engagement rates. 
3. Reputation risk — campaigns that flirt with controversy or shock value can backfire, as brand identity and trust can be fragile. Controversial elements may attract initial attention, but they can just as easily discourage loyal customers if they feel disconnected from the brand’s message, making this approach one that needs careful consideration and alignment with core brand values.

How to execute unconventional campaigns effectively

For unconventional campaigns, measurement is vital for understanding their actual impact and gauging whether they deliver positive results or miss the mark. Monitoring performance metrics such as open rates, click-through rates, and social shares provides insight into how well the campaign resonates with the target audience and whether it effectively drives engagement.

Here are some tips that will help you boost the effectiveness of unconventional email campaigns:

1. Audience segmentation: Before launching any unconventional email, you must know precisely who your message is intended for. Segmenting audiences based on demographics, engagement history, and past purchase behavior can target only those who will appreciate an unusual or bold approach. For example, loyal, long-term customers are often more forgiving and may expect a creative twist, whereas more straightforward messaging might be better suited for new subscribers.
2. A/B testing: Testing unconventional elements like quirky subject lines or unique calls to action on a small segment first allows marketers to gauge the response before rolling out to a broader audience. A/B testing helps reduce risk by providing feedback on which version works best, allowing for a data-backed decision on whether to go all in on the campaign or dial back if needed.
3. Follow-up strategy: With unusual campaigns, having a follow-up strategy can make a big difference. If the message was intentionally ambiguous, a follow-up email might clarify details or provide additional context for those who didn’t understand the initial message.

Wrapping up

Unconventional email campaigns offer email marketers a powerful way to break through inbox clutter and engage audiences in new, memorable ways. By experimenting with unique design elements, ambiguous subject lines, playful “oops” messages, and even viral hooks, brands can create moments that surprise, entertain, and connect with subscribers on a deeper level. 

If you want to make an impact, unconventional campaigns are an opportunity to go beyond the ordinary and truly engage your audience. By understanding your target audience, taking strategic risks, and measuring performance, you can craft emails that make your brand memorable and build lasting customer loyalty. Don’t be afraid to think outside the box — there’s never been a better time to use unconventional email strategies to stand out, surprise, and delight!