How toilet paper brands do reorder and subscription emails

This email aims to educate subscribers about Who Gives A Crap’s carbon-neutral shipping in a lighthearted, memorable way while reinforcing brand personality and subtly prompting toilet paper purchases through humor and relatability.

The email brilliantly uses absurd humor, like comparing carbon offsets to ‘cracking open a window after a fart’, to make a complex sustainability topic instantly digestible and emotionally sticky without sacrificing credibility.

By acknowledging customer confusion upfront (“you’re not entirely sure either?”), the brand builds trust through vulnerability, turning a potential knowledge gap into a shared joke that invites readers to lean in rather than tune out.

Add a visual progress bar or icon next to the carbon offset explanation to show how much CO2 has been offset to date, this would turn abstract claims into tangible, shareable proof that strengthens credibility. • Include a micro-testimonial or user quote near the CTA (e.g., “I bought TP just for this email, worth every giggle”) to leverage social proof and nudge hesitant readers toward conversion.

This email aims to inspire subscribers to adopt more sustainable bathroom habits in the New Year by showcasing eco-friendly product swaps and reinforcing Naked Paper’s mission as a planet-conscious brand. It also gently drives reorders of core products while building community through founder messaging.

The email brilliantly frames sustainability as an accessible, incremental journey, not an all-or-nothing overhaul, by suggesting simple swaps like bar soaps or refillable deodorants, making eco-living feel achievable for everyday consumers.

By weaving in founder voices and personal resolutions, the brand humanizes its mission, transforming a promotional email into a warm, values-driven conversation that builds trust and emotional connection beyond transactional messaging.

Add a time-sensitive incentive, like a 10% New Year discount or free shipping on first eco-swap order, to the hero section to increase urgency and conversion, especially since the email’s tone is motivational but lacks a direct offer. • Include a short customer testimonial or social proof near the product grid (e.g., '92% of customers who switched to Fussy deodorant loved the scent and reduced plastic waste') to strengthen credibility and reduce perceived risk for first-time buyers.