DTC1055: Blume Email Pop Up, and Bottom of Funnel Tactics

Good morning,

Here’s what you’ll find in today’s DTC:

1️⃣ How Blume uses a product launch as a list-building opportunity  
2️⃣ 7 tactical bottom of funnel tactics that drive revenue (without increasing ad spend)

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‍🍑 How Blume Emphasizes Newness and Seasonality To Grow Their List

Blume's beautifully designed email pop-up leverages an exciting new product launch to grow their mailing list.

Here's what they got right, and where small tweaks could sharpen the strategy.

What Works Well

✅ The Tantalizing Offer: Offering "up to $60 off" is an enticing hook that stands out in a sea of tired 10% off pop-ups. The high dollar amount stops visitors in their tracks and creates genuine urgency to opt in.

Anchoring the offer to a dollar value rather than a percentage is also a smart psychological play. It feels more concrete and valuable.

✅ Aesthetic Branding: The salmon-pink color palette aligns seamlessly with Blume's playful, wellness-forward identity.

The product photography, an icy, condensation-covered drink alongside the new Peach Lychee hydration powder sachet, is doing serious heavy lifting here. It's aspirational and seasonal, evoking a summery vibe.

✅ Impactful Word Choices: The copy is punchy and lifestyle-oriented.

Words like "ritual" and "gut-friendly" speak to identity and habit rather than just the transaction, a smart signal to visitors that this is a repeat-purchase, not a one-and-done buy.

If your pop-up already checks these boxes, here are a few other things to keep in mind:

🧪 CTA Intent & Clarity: "Taste Peach Lychee" is clever, but cleverness can cost you conversions.

When a visitor lands on this pop-up, their primary motivation is the discount, the product is secondary. A more direct, benefit-driven CTA like "Claim My $60 Off" or "Unlock the Offer" would likely see a higher click-through rate.

🧪 Missed Segmentation Opportunity: Blume sells solutions across several wellness pillars: sleep, digestion, energy, and hydration.

Adding a single-question micro-survey at the opt-in stage ("What's your top wellness goal?") would enable immediate list segmentation, making every subsequent email more relevant and more likely to convert.

🧪 The Incentive Fine Print Problem: This is the most pressing issue.

The pop-up leads with "up to $60 off your first order," but the fine print on the page after reveals that discounts only apply when starting a subscription.

Many first-time visitors won't be ready to commit to a recurring order, and discovering this condition after handing over their email makes them feel misled.

This has the potential to erode customer trust at the exact moment you're trying to build it.

The fix? Be upfront about the subscription requirement, and offer a secondary incentive (e.g. 15% off a one-time purchase) for visitors who aren't ready for a long-term commitment yet.  

The bottom line? Blume's brand voice is consistent and the offer is bold.

Being transparent about the subscription terms upfront and layering in some segmentation would take this pop-up to the next level.

‍7 Fixes To Your Bottom Funnel - More Revenue From The Same Traffic

In this latest TWBERP episode, Jordan from Pilothouse breaks down 7 bottom-of-funnel tactics that consistently drive revenue without increasing ad spend.

This is the stuff his team implements over and over again across DTC brands: PDP tweaks, homepage fixes, smarter popups, and email flows that actually convert.

If your traffic isn’t converting, this is where to look first.

What we cover:

• How to turn your PDP into a high-converting sales asset (not just a product page)
• Why homepage “small wins” drive outsized revenue impact
• How to structure double and triple popups without killing UX
• Why most brands are underbuilding abandonment flows (and how to fix it fast)
• The messaging mistake killing conversions: trust vs. desire

▶️ Watch on YouTube | 🎧 Listen on Spotify

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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