The (Co)Lab Email Lab #01 - Murci

Welcome to the very first edition of The (Co)Lab Email Lab — where we take real-world emails and turn them into smarter, sharper revenue drivers.

At (Co)Lab Marketing, we believe email isn’t just communication — it’s conversion infrastructure. Every subject line, every CTA, every line break either moves the needle… or leaks opportunity.

For Experiment 01, we’re stepping into Murci’s inbox.

Murci is a UK fashion brand focused on clean silhouettes, elevated basics, and thoughtfully designed wardrobe staples. With a minimalist aesthetic and limited restocks, the brand leans into exclusivity and intentional buying rather than mass production — making each drop feel considered and in demand.

This time, it’s a restock alert — one of the most powerful (and most underleveraged) email types in eCommerce. When done right, restock emails capture high-intent buyers at the exact moment demand peaks. When done poorly, they’re just announcements.

So let’s break this one down together.

This rewrite is for educational purposes and not affiliated with the brand.

SL: Ready for some sun?

PH: Swimwear restocked

What works for this email:

• The clean aesthetic is on brand for Murci.

• Clear product imagery with the main header as a GIF - the products speak for themselves!

• The pricing for each product is very clear, meaning there's no confusion.

What are the areas of improvement:

• The whole email is an image with no live text - this would slow the email loading and would be a struggle for accessibility.

• There's no clear CTA - the main button is at the bottom.

• his email was sent in mid-February 2026, so some of the timing or details might be a little mismatched.

REWORKING THE EMAIL STRATEGY

SL: Book the trip. We’ll handle the swim.

PH: Restocked and ready

What (Co)Lab did:

I wanted to maintain the minimal aesthetic that Murci does so well, while enhancing the layout to create more structure and flow throughout the email.

• To elevate the hero section, I added close-up product imagery to highlight detail and craftsmanship.

• I also suggest a slim top banner for key messaging, particularly effective for promotions or limited-time offers to drive conversions.

• The introduction emphasises the restock, with seasonal context around winter sun or planning ahead for summer to keep the message timely.

• A clear call to action is placed near the top to provide immediate direction.

• While pricing was already included, I strengthened the “Shop Bikinis” CTA to make the path to purchase more obvious.

• As it’s still winter for many customers, I incorporated the winter collection to broaden relevance beyond swimwear.

• Finally, I introduced a subtle white-to-light-grey gradient to add depth while maintaining the brand’s clean aesthetic.

Main takeaways:

• Prioritise clear and visible calls to action. If the next step isn’t obvious, click-through rates may be impacted.

• Emails can remain clean and minimal while still being engaging — thoughtful imagery and purposeful content enhance the experience.

• Always consider the full customer base. Ensuring relevance increases engagement and overall performance.

Ready to elevate your email strategy? If you’re looking to drive stronger engagement, smarter automation, and measurable growth, get in touch with (Co)Lab Marketing — let’s build something that performs.

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