Liquid Death - Email

Monster Energy, G-Fuel, and Daily Harvest: when you hear these brand names, what comes to mind? For us, it’s the fact that they offer more than a product—they’re an entire lifestyle.
And we decided to explore another drink brand to add to the mix: Liquid Death ☠️

We wanted to see how this brand communicates with its customers, and what we learned was surprising.

When it comes to email, Liquid Death completely differentiates itself from the status quo. There’s no brand background, no product recommendations, and no social proof. It’s all entertaining content and brand merch.

Yet, this approach works really well for them. Let’s discuss why. 🤔

1️⃣ Liquid Death’s pop-up

Rather than taking the traditional 10% off discount approach with their pop-up, Liquid Death offers a free product to visitors who purchase their first case of water.

This enforces the brand by not devaluing the product and builds a stronger relationship with consumers by giving them access to merch.

The pop-up design leans toward simplicity but works well because it shows people exactly what product they can expect. Also, the tone of voice and copy are so funny that you wouldn’t want a busy design to distract from that.
It’d be interesting to test this pop-up as a two-step version (asking for an email in part one and then SMS in part two). Customers may be more likely to convert if they see one ask at a time.

2️⃣ Welcome email 1

Liquid Death builds community from the first text seen on its welcome email: “Welcome to the cult.” It’s a much more exciting approach than just “Welcome to Liquid Death.”

The original offer from the pop-up is reinforced above the fold—a great reminder about why the visitor signed up in the first place.

And Liquid Death doesn’t let this offer overpower the entire email. It’s well-balanced between the offer and the introduction to the brand.

The CTA copy immediately shows customers what kind of brand Liquid Death is. By using “fuck yeah” as the copy, Liquid Death shows off their edgy, funny, anti-corporate brand voice.

The “Death to plastic” section is an excellent way to bridge users into believing in Liquid Death’s social cause to use fewer plastic water bottles.

3️⃣ Welcome email 2

The second email is a reminder about the offer for two free koozies. This is the last email in the flow about the koozie offer, but that’s okay since this email is dedicated entirely to just that offer.

Again, the CTA enforces the brand voice with the copy “Hell Yes.”

While the email is simpler, it works with Liquid Death’s anti-corporate branding. That being said, it may be helpful to include a bit of social proof to help drive the sale.

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