Hey it’s Edoardo from ElediaMails,
Struggling with low conversion rates from your emails?
Then you need to study this BBQ brand: KosmosQ.
They’ve quietly turned email into their number one revenue driver, and there are three lessons every brand can copy.
Stop Treating Email Like a Silo
Most brands think of email as a separate channel. They create newsletters and promotions that live in isolation from everything else they do. That’s why their campaigns feel disconnected and underperform.
KosmosQ takes the opposite approach: they connect email directly to their broader marketing ecosystem.
Instead of only sending product pushes, they use email to amplify their YouTube content - recipe videos, how-to guides, and long-form BBQ education.
These videos build brand equity, bring real value, and naturally pull viewers toward KosmosQ products (because after learning how to smoke the perfect brisket, you’re far more likely to buy their rubs or gear).
Every email becomes a traffic driver to another touchpoint where customers spend time with the brand.
The result: their emails stop feeling like “ads” and start feeling like part of the customer experience.
How you can copy this:
Look at your existing marketing engine (social, content, community).
Use email to send traffic to what’s working; Whether that’s a YouTube channel, blog, or podcast.
Align your product pushes with the content customers are already consuming.
Write Like a Real Human. Not a Corporate Newsletter
The second reason KosmosQ’s emails convert? They don’t read like corporate copy.
Every email sounds like it’s written by a BBQ pitmaster who’s talking directly to you. It’s friendly, approachable, and filled with small details that show expertise, but without sounding salesy or stiff.
Why this matters:
Trust sells. People buy from brands they feel they know and like.
Expert tone = authority. When the email voice feels like an insider sharing secrets, it positions the brand as the go-to in its niche.
Authenticity stands out. Especially in an inbox full of polished but soulless campaigns.
How you can copy this:
Use a conversational voice - contractions, short sentences, direct language.
Share expertise in a helpful way (tips, insights, advice) rather than just pushing discounts.
Consider sending more plain text emails. They feel more personal and often outperform heavily designed ones.
Rethink How You Frame Offers
Another mistake most brands make: endless “20% off” sales that train customers to wait for discounts.
KosmosQ sidesteps this trap by turning offers into new products.
Example: Instead of “20% off rubs,” they launched a Chicken Kit - everything you need to cook the perfect BBQ chicken, bundled and positioned as something new and exciting.
Why this works:
Bundles feel more valuable than raw discounts.
It reframes the purchase as solving a problem or creating an experience.
It avoids devaluing the brand while still giving the customer a reason to buy now.
How you can copy this:
Review your product catalog and look for ways to package solutions (starter kits, seasonal bundles, experience-based sets).
Frame the offer around outcomes (“perfect chicken,” “ultimate starter set”) rather than just savings.
Use scarcity: Make kits limited or seasonal to push action.
Email of The Day
An example that landed in my inbox for a TXT based email. Personal copy, and clear CTAs
KosmosQ isn’t doing magic. They’re just aligning email with the rest of their marketing, sounding human, and reframing offers into something that feels fresh.
Those three changes alone can turn email from “newsletter nobody reads” into one of your most profitable channels.
Want to see exactly how they do it?
I’ve got every email KosmosQ sent in the last two months - designs, copy, subject lines, and all.
Talk soon,
Edoardo
P.S. If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
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