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G.H. Bass & Co. is an American footwear brand founded in Maine in 1876, best known for inventing the penny loafer. Its Weejuns line, introduced in 1936, is the original — every penny loafer since is a version of it. The Larson is the flagship men's silhouette at $195: a heritage product influencing the Ivy League aesthetic for almost a century.
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I recently purchased a pair of Larson Weejuns loafers from G.H. Bass. I was surprised to see in my inbox a generic, high-pressure marketing email from the company that invented the penny loafer. What’s worse, it was sent a day before the loafers arrived at my house — long after I had purchased them. That’s why I chose G.H. Bass to write a sequence for. They do their shoes right, but their email marketing could clearly use a touch-up.
This sequence, specifically for the Larson Weejuns, sets out to do away with the generic e-commerce sales voice that infects some of their branding, and sticks to the luxurious, “over a century of authentic American style and craftsmanship” message instead.
That means two things. First: it provides genuine info and doesn’t shy away from, or apologize for, the quirks — like their sizing running large or the long break-in period. Second: it doesn’t pressure. Luxury brands do not beg or do limited-time flash sales, and neither should G.H. Bass. This sequence knows the value of its product, and lets it do most of the talking.
This first email doesn’t need to do a lot of selling work. At one hour, it can easily be a simple distraction. So, it’s stated plainly and simply — with some slight humor thrown in.
Subject: We all get distracted
Preview: Don’t forget your Larson Weejuns
You left a timeless design from 1936 lying in your cart.
It’s waited this long.