Saturday, October 1, 2022
Happy Saturday DTC readers! š Weāre back with another fan favorite Brand Breakdown. In this edition, weāre hopping into Part 2 of Phlur. The subject this time? Emails.
If you missed Part 1, you can check it out here!
In this newsletter, youāll find: š
š¦ Email image plugin automations: yay or nay?
š¦ Give customers what they want by selling fully customizable product bundles within Recharge
š¦ Refreshing your email messaging for personalization
š¦ Meet the customer marketing platform that builds connections between consumers and the brands they love
š¦ Chicken chips, e-bikes, and the circle of backpacks
Read till the end to access exclusive DTC swag. š
š If a pal forwarded this to you, subscribe, so you never miss out.
We asked the email authority to peek at the emails from DTC perfume brand Phlur and whatās working and whatās not.
Take from it what you will, and use this advice to level up your email flows, creation, and imagery!
Note from the DTC Team: Youāll see multiple instances of broken image plugins in the images below. We still receive Phlur emails to this day, and weāre happy to report theyāve fixed the issue!
We left the broken images in to show the importance of testing and create a dialogue around email design and automations.
Happy reading!
š Well, hello there
š The good
The first email customers receive from a brand is so important.
It sets the tone for whatās to come and shows shoppers what the brand is promising to deliver.
The way the Phlur starts this email is fabulous. They immediately lead by telling you who they are and what theyāre about. Getting to know the brand is an important first step in the customer journey. š¤
You wouldnāt attend someone's birthday party without knowing their name and who they are (well, you could, but youāre probably going to have much less funā¦), and itās the same for purchasing a product.
Give your consumers a little introduction and tell them what's important to you.
Not to mention, shoppers feel more connected to a brand when they know whoās behind it! We love the āmeet Chriselle section.ā
It adds:
Introducing your founder in your brand emails helps consumers form an idea of your identity. š¤
Overall, this send is a fantastic example of a welcome email as it serves as a high-level introduction to the brand.
š The smelly
Most sign-up emails offer some sort of offer to help conversions, and we definitely think Phlur choosing not to include one is a miss.
Donāt get us wrong. Not all emails have to include a discount code or promo. Education only is great, but an offer might encourage first-time shoppers to purchase. š¤
Did anyone spot something else a miss in the email?
Thatās right, every email marketing specialist's worst nightmare: broken images.
This is us waving a big red flag š©to double-check your images if youāre using a plugin within your email builder.
Using automation to show people the images best suited for them is great, but it looks broken or unprofessional when they donāt work.
The Pilothouse email team suggests designing the products in the email instead of automating. ā
Weād also suggest giving readers a few more options to click on. A menu of scents, collections, or gendered fragrances can help your brand put shoppers in the right email flows to show them what theyāre interested in!
Save your customers a bundle
What do customers love more than getting one of your products in the mail? Getting two or more of your products in the mail and saving money on their favorites. š¦
With Bundles, you can give customers what they want by selling fully customizable product bundles within Recharge.
Moreover, merchants see a 9% average decrease in their churn and a 47% average increase in LTV with bundles compared to individual products.
Soāwhat can you do with Bundles? š
šØ Ready to create fully customizable bundles for your store and see increased retention, higher average order value, and boost customer lifetime value? Enable Bundles today.
šø Missing person
š The good
In case you missed the Missing Person hype, the product went viral on TikTokā¦ which meant a huge amount of shoppers wanting to source the product and an influx of new shoppers to the brand. ššø
Sometimes, simple emails are better. We love the clarity here and think the straight-to-the-point messaging gets the point across efficiently.
Not to mention, the gif as the hero image is stellar. Itās very on-brand and polished but enough to catch the eye and stop perpetual email open and deleters in their tracks.
š The smelly
Most people are hesitant to commit to a scent when they canāt smell it in person, so we think showcasing the two sizes available is a smart move. Howeverā¦ we canāt see them due to the broken plugin. š¤·āāļø
Additionally, we think the messaging could be more personal.
The email team suggests, āYour favorite fragrance is back in stockā, or āThe fragrance youāve been waiting for is finally back in stock.ā The more personalized, the better.
And donāt forget, this is a twice-sold-out viral product, folks!
We suggest leaning heavier with the SOLD OUT TWICE. Itās a brilliant convincing point and adds urgency to buy now before itās gone again.
Note: We received this email twice over two days. Two different subject lines but identical content once weād opened.
š¦ Body odor < a lot of orders
š The good
We think this send would do a fabulous job of pushing readers that have yet to convert down the funnel!
We love the use of written reviews as social proof to show people who arenāt yet convinced that the product is for them. Not to mention, they use that language that we love, āReviews are in,ā which is great, butā¦
š The smelly
They set themselves up for an excellent opportunity to leverage UGC content, but never did! šø
Highlighting reviews or even a quick clip of people using the product under the āReviews Are Inā section would have been highly effective. People love to see a product in action, and thereās no shortage of Phlur UGC on the ānet.
Weāve seen a lot of āBest Sellersā in their messaging, which can become a little tiresome if used consistently. This round, the email team suggests something a little more personalized like āJust For You.ā
Question: How do you build stronger relationships with your customers?
Answer: Collect zero-party data through reviews and surveys to personalize and target your customers across the buyer's journey.
And Okendo has two products to help.
Trusted by 6,000+ of Shopify's fastest-growing brands, Okendo is the customer marketing platform that builds connections between consumers and the brands they love.
Shopify merchants that use Okendo Reviews see:
Whatās more, customers who interact with Okendo Reviews are 4-5x more likely to convert.
Okendo launched the first-ever customer intelligence solution -- Okendo Connect.
Okendo Connect enables brands to collect customer insights via onsite surveys, post-purchase surveys, and shareable links so they can deliver more personalized and frictionless commerce experiences.
šØ See what Okendo can do for you. Plus, DTC Newsletter readers get the first 30 days free!
š Spray donāt pray
š The good:
Itās always great when a brand can upsell or bundle their products together. It often makes people buy more things that could work as a set or pair!
We canāt say weāve ever heard of layering fragrances, but it's a cheeky way of selling multiple products. Also, the āNot Your Babyā gave us a bit of a chuckle. š¶
We also enjoy how they provide a smell profile on their scents. Itās an enticing way to let consumers know what they can expect when buying the product.
š The smelly:
However, the Pilothouse team thinks this send could have been stronger with a bundle offer vs. trying to get people to buy two products separately.
Bundling the perfumes with a discount associated š makes purchasing the product much easier.
Put yourself in your consumer's shoes. If youāre buying something, you want the process to be as easy as possible.
We would have used more copy for each section to describe what this pairing feels like or smells like, the ingredients, how and why they go well together, etc. Potentially even use cases, like scenarios where these scents make sense.
š¤§ *Sniff* *sniff* smells like success
šThe good:
Now, itās hard to be sure, but weāre guessing that this email was sent after the release of their new body wash collection.
Itās awesome that they decided to showcase that people are buying products from the collection and have great things to say about the new releases. š¤©
šThe smelly:
It seems that this email contains a lot of fluff. When we say fluff, weāre referring to a bunch of filler text that doesnāt add much substance in terms of selling value. š„ø
This send had the potential to build excitement in its openers. Get PUMPED. Your products are flying off the shelf. If youāre excited about how fast your products are flying off shelves, consumers will be just as excited, so reflect that in your languageā¦
Use language like: š
We also see a bit of a disconnect between the content and the menu section at the bottom of the email. Weād suggest āMore Customer Favoritesā to tie everything together.
Well, well, well, thatās all for now, folks!
Shoutout to the team at Pilothouse for the killer breakdown. Same time same place next week for part three.
P.S. Know a brand that would be a perfect fit for the series? Respond to this email and let us know! š
Brands
š Flock Foods: Are you sick of the regular old potato chips you see on the grocery store shelves? Try chicken chips! Flock Foods created 4 flavors of low-carb, low-sugar snacks made from 100% real chicken skin.
š² E-LUX Electric Bikes: Looking to update your regular old cruiser and join the ranks of the cool kids? E-LUX Electric Bikes has your ride ready to go. Their E-Bikes are the perfect way to get from point A to point B efficiently and in style.
š¦ Day Owl: We bet you never thought about backpacks as a way of being more sustainableā¦ but Day Owl did! Their backpacks are made from recycled materials and refurbished and repaired to be used again and again. At the end of their run, they become input materials for new bags.
ā
š Two Hacks to Increase Subscriber Conversion by 50% with Tea Drops and Recharge.
š¦· Thinking in Billions with Josh Elizetxe Founder of Snow Oral Care.
š Retail Giant Steve Madden on Retention at Scale with Hannah Sinclair and Bluecore's Sarah Cascone.
š Growth vs. Customer Experience: Cody Plofker and Eli Weiss from Jones Road Beauty Weigh In.
šŗ Disco's Benjamin Smith on Nailing Your Product Market Fit With Creative, Offer, and Landing Page.
š Overcoming the New Normal With a Content Creator Network, Crossrope's Srjdan Popovic Returns!
Donāt forget to rate the DTC Podcast on Apple (āļøāļøāļøāļøāļø)
DTC Newsletter is written by Rebecca Knight, and Jordan Gillis. Edited by Claire Beveridge and Eric Dyck.
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