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In this newsletter, you’ll find: 👇
Brand Breakdown Part 2: Who Gives a Crap (Email)
Today, we’ve got our Email Marketing hats on 🤠 as we dive into Who Gives A Crap’s Welcome Series and Post-Purchase flows.
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Who Gives a Crap starts their Welcome Series flow with a $10 off subscription offer. The code is auto-applied at checkout, which could improve onsite conversion.
(However, one thing to note: This is not a unique offer to the popup. Anyone who adds a subscription to their cart is given the same promo code to use at checkout.)
We’d also recommend testing a pop-up with an image of the product or adding in a human element (i.e a face!)
Welcome Email 1
Right off the bat, Who Gives a Crap’s emails are dressed to impress. 🤵 The design is on-brand, clean, and optimized for UX.
The message of the email is on-point, too. It welcomes you, explains the brand, and sets expectations for future emails.
You can also tell social equity and environmental causes are a big part of their brand ethos right away. Two of the three trust icons focus on social/sustainability aspects, and they direct shoppers to learn more about their mission.
We also noticed two themes throughout Who Gives a Crap’s emails:
Welcome Email 2
The second email we received is an example of a strong benefits-based email.
This can be a good strategy to use in place of an offer for brands that prefer to focus on “perceived value” versus transactional value (such as a discount).
We love that it’s simple and easy to understand. The UGC feature also adds an element of brand credibility and social proof.
Notice how the colors change slightly throughout Who Give a Crap’s emails, but at least one of their main brand colors always remains prominent.
This provides some visual variety without cannibalizing brand recognition! 👏
Welcome Email 5
Who Gives a Crap finally drops an offer in the fifth email of their Welcome Series, which is likely only sent to subscribers that haven’t converted in previous emails.
The discount code they use is unique, which can help prevent duplication (impressive that they coded this into their brand theme, btw!).
We’d recommend testing an offer earlier in the flow, depending on this brand’s sensitivity to discounting.
PS: We love the pun in the disclaimer… and then making fun of said pun in the next line. 😂
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First Buyer Post-Purchase Email
This email gets sent after a customer makes their first purchase (right after the transactional order confirmation).
It accomplishes several things:
Who Gives a Crap’s transactional emails go above and beyond what we see from most brands. 🚀
They’re well-designed, on-brand, and consistent—keeping the customer experience optimized throughout the entire email journey.
(In fact, these emails are so well-designed, it’s clearly the work of an experienced HTML coder.)
This order confirmation email is basically a virtual high-five ✋ making the customer feel good about the purchase they just made (which reduces the chance of order cancellations).
It also does everything an order confirmation should technically do, including setting expectations for shipping timelines.
We love the use of iconography in this email, including the shipping truck at the top (watch how it moves throughout the next few emails).
We’re digging two strategic choices in this email:
Out for Delivery:
The following email takes the social game to the next level, providing a tag for customers to use when posting their pics/vids, and sharing examples of UGC (oh look, another puppy! 🐶).
This is the perfect priming strategy to get shoppers thinking about sharing on social once their package arrives.
A delivery email should accomplish two things: Let you know your package has been delivered and get you hyyyyped. 🙌 This does both.
We also have to give a head nod to this email's Refer a Friend promotion. The delivery email has an extremely high open rate for most brands, so the chances of customers seeing this are pretty darn good. Smart move.
We hope this analysis gave you some inspo for your own emails!
👋 Stay tuned for Part 3 of our brand breakdown on Who Gives a Crap — blog & social!
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Hydrant turned to minisocial when launching new flavors to produce timely UGC style content, and since full usage rights are baked in, they can share the content with their retail partners.
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DTC Newsletter is written by Thomas Schreiber, Kelsey Hess, and Rebecca Knight.
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