Bonobos Thanksgiving Checklist Email

Bonobos nailed the art of the non-pushy holiday email. Instead of blasting discounts like everyone else, they sent a funny Thanksgiving checklist that just happens to mention their products.

Why This Works

• Uses humor to disarm the reader and build brand likability
• Feels like helpful content, not an ad
• Subtly ties product mentions to real-life holiday needs
• Breaks through inbox noise with a unique format
• Creates “Oh yeah, I should buy that” moments naturally

Real-World Examples

• Dollar Shave Club uses comedy in emails to boost open rates by over 25%
• Chubbies makes sales emails feel like jokes you’d forward to friends
• Poo~Pourri’s “party survival” lists drive holiday conversions with relatable humor
• BarkBox ties pet products into funny “dog parent” checklists that sell out every season