I was surprised to receive this email from Anthropologie:

Why this elicited a positive response:

- I sometimes like Anthropologie products.
- I care about eating local produce.
- It made me think of Anthropologie in a new way.

Why this works as break-through marketing:

- They’re collaborating with local superstars on key themes customers care about (they get their audience’s motivations).
- The design of the email is pleasing to the eye and on brand.

This treatment also implies that Anthropologie is a sustainably minded company. I know that they manufacture their products under dubious worker conditions, but it’s a cunning way to make me feel more comfortable about buying from them as I try to be intentional about where my money goes.