Hey {{First Name}}, New Year’s emails are officially everywhere right now…
Most of them blend together.
Some of them actually stand out.
Today we’re going to break down three New Year emails I liked, why they work, and a few ideas you can steal for January without defaulting to the tired “New Year, New Me” angle.
1. Pendulum — “New Year. New Formula. New You.”
Why this works
The obvious move in January is New Year, New Me.
This email sidesteps that and does something smarter.
They tie the New Year to:
Something new in the catalog (reformulation)
And then directly to customer benefit
Instead of motivation fluff, it’s:
Something changed → here’s why that matters for you.
Takeaway you can steal
If you have anything new (formula, bundle, size, feature, packaging):
New Year, New Formula
New Year, New Routine
New Year, New [Specific Outcome]
The key:
👉 Anchor the New Year to a real product change, not a vague identity shift.
2. Native Pet — “If your dog made resolutions…”
Why this works
This email wins because it’s:
Stands out/creative
Easy to understand
Instantly relatable
Instead of talking about the customer’s goals, they flip it:
What would your dog want?
Then they map those wants directly to products:
Easier digestion
Calmer car rides
Fresher breath
Shinier coat
No mental gymnastics.
No scrolling confusion.
Each need → clear product path.
Takeaway you can steal
Shift the New Year lens to:
The pet
The kid
The partner
The problem your product solves for someone else
Make the hero about needs, not resolutions
Let products slot naturally underneath
This is especially strong for brands with multiple SKUs.
3. Wolf 21 — “Resolutions Don’t Fail. Motivation Does.”
Why this works
This one stands out because it gives people a mental framework, not just a product.
The message is simple:
Don’t rely on motivation
Build routines
Discipline > hype
They show:
Why resolutions fail
What to do instead
How their product fits into a routine, not a burst of effort
By the time you hit the product, the logic is already there.
Takeaway you can steal
Teach a belief:
Habits > goals
Consistency > intensity
Systems > willpower
Then position your product as:
Something that supports the routine
Not the thing you have to “get motivated” to use
This works really well for consumables, supplements, subscriptions, and repeat-use products.
Big picture takeaways for January emails
If I had to boil this down:
You don’t need to scream NEW YEAR
You do need a clear angle
Tie January to:
Something new
A real need
Or a better way to think about change
A few simple January angles that work:
New Year, New [Specific Thing]
What [X] actually needs in 2026
Why resolutions fail — and what to do instead
Build routines, not motivation
Skip the clichés.
Give people clarity, direction, and connection to your brand.
That’s how January emails stand out.
That’s a wrap on this newsletter!
If you want me to break down more emails like this or look at one of yours, just reply to this email.
Until next time,
Anthony
P.S. If you know a 7-8 figure DTC brand looking for an email agency, reply back to this email for more details on our referral program, and you could make up to $3,000.