If you run a supplement/CPG brand you can double your welcome flow’s performance with a few tweaks
Like we did for this CBD brand - 14 emails with a 37% open rate on the final email 😳
Here’s how you can steal this structure for your brand:
Like we did for this CBD brand - 14 emails with a 37% open rate on the final email 😳
Here’s how you can steal this structure for your brand:
What we need to make it all work:
1. Make it long and use ‘Trojan Horse’ emails
2. Hammer trust & social proof
3. Increase incentives for non-purchasers
Let’s go through these 👇
1. Make it long and use ‘Trojan Horse’ emails
2. Hammer trust & social proof
3. Increase incentives for non-purchasers
Let’s go through these 👇
1. Make it long and use ‘Trojan Horse’ emails
I probably sound like a broken record when I say to make your flows longer
And I often get DMs from people asking what they should put in each email to avoid being boring
So here’s how we did it:
I probably sound like a broken record when I say to make your flows longer
And I often get DMs from people asking what they should put in each email to avoid being boring
So here’s how we did it:
In order, the topics were as follows:
1. Give the offer and go - hot potato
2. Brand story
3. CBD myths (handling objections)
4. Showing sponsored athletes using the product
5. ‘Which product is right for you’ quiz
6. Using CBD to reduce (pain points)
7. UGC display
1. Give the offer and go - hot potato
2. Brand story
3. CBD myths (handling objections)
4. Showing sponsored athletes using the product
5. ‘Which product is right for you’ quiz
6. Using CBD to reduce (pain points)
7. UGC display
8. CBD & sleep
9. Us vs competitors + ‘flash sale’ (increase offer 5%)
10. Sale reminder
11. CBD’s effect on gut health & mental health
12. CBG ingredient spotlight
13. Last ditch sale (increase offer another 5%)
14. Sale reminder
9. Us vs competitors + ‘flash sale’ (increase offer 5%)
10. Sale reminder
11. CBD’s effect on gut health & mental health
12. CBG ingredient spotlight
13. Last ditch sale (increase offer another 5%)
14. Sale reminder
In every email we reminded them of the offer
But the emails were longer and well-researched, so this was more of an aside and wasn’t super salesy
Which is the key to a Trojan Horse email - it can’t be too blatant
But the emails were longer and well-researched, so this was more of an aside and wasn’t super salesy
Which is the key to a Trojan Horse email - it can’t be too blatant
If you want to know how we structure those emails, then check out this thread:
2. Trust + social proof
Many CPG brands are disruptive and alternative
So it’s important to show social proof and others enjoying the product
If you have athletes, influencers, or pictures of genuine customers’ reviews, make sure to use them
Many CPG brands are disruptive and alternative
So it’s important to show social proof and others enjoying the product
If you have athletes, influencers, or pictures of genuine customers’ reviews, make sure to use them
This brand sponsors a prominent NFL player, so we were able to show this throughout the emails
They also had a big physical store and had collected many reviews of people using the product
Finally, ‘us vs them’ emails help a lot to win people over
They also had a big physical store and had collected many reviews of people using the product
Finally, ‘us vs them’ emails help a lot to win people over
3. Increase incentives for non-purchasers
As you go on it’s a good idea to increase your offer for non-purchasers...
As you go on it’s a good idea to increase your offer for non-purchasers...
You’ve already paid to get them into your list, so if they haven’t purchased after 15 days I see no issue in increasing an incentive 5%
And they’ll also go through a long post-purchase series designed to upsell them
And they’ll also go through a long post-purchase series designed to upsell them
We also used ‘sales’ to make things novel and have a good cover for the increased incentive
Which is another good tactic to use in a lot of your flows if you’re not against the idea
Which is another good tactic to use in a lot of your flows if you’re not against the idea
By following these principles, you can get metrics like the ones below:
RT if you found this helpful!
Loading suggestions...