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How to nail the "New Year, New You" email angle for your ecommerce brand
Max Sturtevant
December 26, 2025
The Inbox Newsletter
Hey it's Max from The Inbox Newsletter.
New Years is right around the corner.
You know what that means?
Resolutions. And when people make resolutions, they love having a product to support their goals.
This week we’re taking a look at some examples from great brands new years campaigns.
Key Takeaways:
New Year's resolutions create massive purchase intent spikes for health products
Stop talking about features, start talking about transformation and goals
Week 1: Goal-setting emails, Week 2-3: Product as solution, Week 4+: Momentum emails
Gamification (quizzes, personas) makes resolution-setting fun and engaging
Resolution intent only lasts 2-3 weeks, hit hard early
Why January Is Different
New Year's resolutions create a massive spike in purchase intent for health, fitness, and wellness products.
Customers are actively looking for solutions. They're motivated. They're willing to spend money on products that help them achieve their 2025 goals.
Your job: Position your product as the tool that makes their goals achievable.
The Messaging Shift: Goals Over Features
Most brands talk about their product features year-round.
"Our protein powder has 25g of protein per serving."
"Our activewear is moisture-wicking and breathable."
In January, speak to their goals and desired transformation.
Here's how Imperium does it:
What works:
The headline: "NEW YEAR - TIME FOR AN UPGRADE!" It's not about the product. It's about self-improvement.
The copy: “Refresh your wardrobe with bold, powerful pieces that elevate your style and confidence."
The visual: Two men in elevated, confident outfits. This is aspiration, not product specs.
The CTA: "Shop Now" for matching sets that help you "make your move."
Instead of selling sweatpants, they're highlighting the confidence a fashion upgrade bring their customers in the new year.
Example 2: Conscious Bar's "Sweet Balance" Positioning
Health brands face a unique challenge in January: customers want to be healthy, but they don't want to suffer.
Conscious Bar nails the balance:
What works:
The headline: "Welcome 2025 With Sweet Balance." Not restriction. Balance.
The copy: "At The Conscious Bar, we believe indulgence and health can coexist. As you set your intentions for 2025, let us help you stay on track without compromising on flavor or joy."
The product breakdown: Shows exactly what's in the chocolate bars (cacao, dates) and why it matters (antioxidants, naturally sweet, nutrient-dense).
The CTA: "Fuel your New Year resolutions with treats that nourish your body and your soul."
This is perfect positioning for January. Customers don't want to give up chocolate. Conscious Bar gives them permission to eat it guilt-free.
Example 3: Gamification with Gains' "2025 Persona"
The most creative January campaign I've seen is from Gains:
What works:
They turned goal-setting into a relatable quiz. "Find Your 2025 Gains Persona."
Four personas:
The Go-Getter: Performance-focused, results-driven, no BS
The Challenger: Bold, intense, conquers limits
The Healer: Balance, health, nurturing your body
The Optimist: Positive, glass-half-full, sweet success
Each persona gets:
A product recommendation (Instantized Creatine for The Go-Getter, Digest for The Healer, etc.)
A 2025 mantra ("Simplicity is power" for The Go-Getter)
Custom messaging that matches their mindset
Why this works:
It's fun. It's interactive. It makes resolution-setting feel personalized instead of generic.
And it gives Gains a reason to segment their list. The Go-Getters get different emails than The Healers. Everyone feels like the messaging was built for them.
The Tactical Framework: What to Send in January
Here's how to structure your January email strategy:
Week 1 (Jan 1-7): Goal-Setting and Intention Emails
Ask customers what their 2025 goal is. Run a quiz like Gains. Send a founder message about your own goals for the year.
The goal: Get customers to articulate what they want to achieve. Once they say it out loud, they're more likely to take action.
Week 2-3 (Jan 8-21): Product as Solution Emails
Now that they've set their goal, show them how your product helps them achieve it.
Imperium: "Upgrade your wardrobe to upgrade your confidence."
Conscious Bar: "Stay on track with treats that nourish you."
Gains: "Here's the supplement stack for your persona."
Week 4+ (Jan 22-31): Momentum Emails
By the end of January, most people have already abandoned their resolutions.
Send momentum emails that reinforce progress: "You started strong. Here's how to keep going."
Offer bundles or subscriptions that lock in the habit: "Make this easy on yourself. Subscribe and never run out."
PS - Something big is coming back…
In October, we quietly dropped a 90-day email marketing mentorship program for 10 brands to help them generate 30-50% of their store revenue from email.
And it sold out in 48 hours before we closed it off.
90 days later… and we’re re-opening it up.
The results have been awesome.
It is an exclusive, invite-only group to maintain the quality of brands.
The waitlist is now open, and we will be launching in early January… inviting only the brands we believe we can help the most that fill out the application below.
(It takes 60 seconds to fill out the application)
Email Inspiration Of The Day
Brand:
Overtone
Email Design: https://drive.google.com/file/d/1JFVvM_AMA1Hkx6fFekEKtbJQoiOvdgqt/view?usp=sharing
Notes:
Plays into the popular “2025 Wrapped” theme started by Spotify and then copied by other brands. Has great hero section design and then moves into a fun recap of the brand’s highlights from 2025.
Template of The Day
Product Body Template #16
If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here »
Reply to this email if you have any questions or further content you want covered.
Cheers,
Max | Well Copy Email & SMS Marketing
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