Ready-to-Use Templates
Copy these templates and customize them for your needs. Each includes HTML and plain text versions.
VIP first look: {{collectionName}} — 48 hours before everyone else
You're on our VIP list. Shop the new collection before it goes public.
{{seasonName}} lookbook: {{lookbookCount}} looks styled for you
Our new seasonal lookbook is here. See what we're loving and how to wear it.
You're invited: Private shopping night — {{eventDate}}
An evening just for our closest customers. Sip, shop, and save with exclusive event-only pricing.
Almost gone: {{productName}} — only {{stockCount}} left
This popular piece is nearly sold out. Don't miss your chance to grab it.
Best Practices
Segment your VIP customers and give them genuinely exclusive access, not just a different subject line
Use lookbooks to tell a story about your curation rather than just listing products
Limit event capacity to create real exclusivity, and track RSVPs to follow up with attendees
Send low-stock alerts only for genuinely popular items to maintain credibility
Keep your boutique's voice personal and warm — write emails like you'd talk to a customer in your shop
Common Mistakes
Calling every email 'exclusive' or 'VIP' when it goes to your entire list
Sending lookbooks without pricing or a clear path to purchase
Hosting too many events, diluting the special feeling of each one
Using aggressive urgency tactics on items that aren't actually selling out
Writing in a corporate tone that doesn't match your boutique's intimate in-store experience
Subject Line Examples
Timing & Performance
Personalization Tips
Boutique email marketing is an extension of the curated, personal shopping experience your customers love. Where big retailers blast discounts to millions, you have the advantage of speaking directly to customers who chose your shop for its taste and personality.
VIP early access and private events aren't just marketing tactics for boutiques — they're relationship builders. When your best customers feel like insiders, they become your most powerful advocates. Give them real exclusivity and they'll bring friends, share on social media, and keep coming back season after season.
Styled lookbooks and low-stock alerts work together to create both aspiration and urgency. Show customers how to put pieces together, then let them know when their favorites are running low. This approach drives purchases without discounting, protecting the margins that keep independent boutiques thriving.
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