What type of email is this?

A VIP loyalty promotional email designed to drive repeat purchases among premium Minerva Craft Club members by offering an exclusive, time-limited 20% discount.

Why does scarcity matter in this design?

The combination of members-only access, weekend-limited timing, and full-catalog discount creates multiple layers of scarcity, making the offer feel urgent and exclusive.

Can this template be adapted for other occasions?

Yes. The structure (exclusive discount + time-sensitive period + VIP-only framing) transfers to other seasonal or holiday promotions. Update the discount percentage, dates, and occasion while maintaining the exclusivity framework.

Preview

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SHOP NOW

Save 20% off all fabric & patterns

Minerva Craft Club members double their discount this Bank Holiday weekend at Minerva. That’s 20% off absolutely everything, including all fabric and patterns. There’s no coupon required - the discount will instantly show at checkout when you’re logged into your account.

If you’re not a Craft Club member yet, add a Craft Club membership to your basket to start saving straight away.

SHOP NOW

*Our double savings for Craft Club members ends at midnight (BST) on Monday 4th May

20% off all fabric

Craft Club members save 20% off all fabric this weekend at Minerva. That includes all our Minerva Exclusive prints, Minerva Core Range classics, designer prints, deadstock and more.

SHOP NEW FABRIC

Here are some of our latest arrivals for the spring and summer sewing season…

Fableism Sun Stripes
Yarn Dyed Cotton

Linen
Viscose

Embroidered
Viscose Blend Linen

Minerva Exclusive Abstract Heights 100% Cotton Jersey

Core Range Mexico Woven Stripe Jacquard - new colours!

Tie Dye Embroidered
Floral Cotton

Core Range
Check Cotton Seersucker

Shop Big 4 paper patterns

Big 4 paper patterns are back in stock now at Minerva. We’ve got fresh stock in of all the best-selling styles as well as the latest pattern releases, previously unavailable in the UK and Europe. With 20% off all patterns this weekend, it’s the perfect time to restash or pick up some new styles to try.

BIG 4 PATTERNS

Create and sew pocket flaps

Elevate your pocket sewing prowess with Jo’s latest tutorial video. Join Jo today to learn how to create pocket flaps and sew them onto all your projects.

WATCH NOW

Deal of the Day

Today’s extra special Deal of the Day is our striking tiger stripe John Kaldor Hermione Crepe.

This super layering fabric is just £6.99 a metre and this weekend Craft Club members save an extra 20%.

SHOP NOW

Join the Craft Club

If you’re not a member of the Minerva Craft Club yet, now’s the perfect time to join the hundreds of other makers who save 10% every time they shop.

A Craft Club membership costs £20 for 12 months - it’s not a recurring subscription, so you’re not tied in - and you can start saving right away.