Nobody may have got it… but we hope you got this email about emails 👋
Rise and shine DTC Fam… It’s Saturday. ☀️
This means it’s time for Part 2 of our Brand Breakdown with the spunky cosmetics brand, ColourPop ! Today we’re analyzing their email strategy.
Grab your (second or third, maybe?) cup of coffee, and let’s dive in!
In this newsletter, you’ll find: 👇
📦 Brand Breakdown Part 2: ColourPop (Emails)
📦 How to turn any Shopify store into a mobile app in just a few hours with Tapcart
📦 Know what your consumers are watching, listening to, and scrolling through with Attest
Read till the end to access exclusive DTC swag. 😎
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*The following emails are in chronological order of how we received them after purchasing.
Email opt-in
ColourPop’s email opt-in is pretty dang standard. While they have the basics here, there are a few ways they could optimize their lead capture.
Note: There is a more optimized pop-up for text opt-ins on their homepage, so ColourPop could be trying to focus more of their efforts on capturing SMS contacts as opposed to email.
💡 Pro tips from Pilothouse:
👋 Welcome email #1
The first email from ColourPop gets delivered immediately after opt-in. The design is fun, eye-catching, on-brand, and the offer is front and center. However, the font size and color choices could be affecting performance.
💡 Pro tips from Pilothouse:
🏀 Campaign #1
This email campaign came one day after opting in, and it’s likely a one-time campaign for March Madness (go Knicks... 🏀 But wait, ColourPop, aren’t you based in LA?).
It’s a super visual email with not a lot of copy, which makes sense for a brand that’s focused on aesthetics.
💡 Pro tips from Pilothouse:
📬 Campaign #2 (Three emails)
This email campaign came next, with three emails delivered in just 48 hours, all with similar messaging. 😮💨 If up-front conversions are the goal (and your engagement isn’t super low), this strategy can work… but it’s also email overload.
💡 Pro tips from Pilothouse:
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🌈 Campaign #3
The next campaign was for ColourPop’s Creme Gel Liner, complete with uber nostalgic colored pencil vibes. ✨
💡 Pro tips from Pilothouse:
✅ Order confirmation email
After placing an order with ColourPop (someone on our team is ‘bout to look so fly 💁), we received this order confirmation email. The design is pretty basic compared to their other colorful emails, but there’s a touch of personalization that goes a long way.
💡 Pro tips from Pilothouse:
📦 Shipping confirmation email
A few days later, we received a shipping confirmation email with a similar structure.
💡 Pro tips from Pilothouse:
🔥 Further observations and suggestions
ColourPop’s emails are eye-catching, concise, and clear. There’s solid alignment between the email design and the brand feel. 🙌
However, our team has a few observations and tips for a more cohesive email strategy in the future:
👉 ColourPop’s email series lacked a defined Welcome Flow to introduce you to the brand. It seemed we just got thrown into their campaigns list and received whatever was on the calendar for that day (sometimes multiple emails).
👉 We’ve included a small percentage of the emails we received, which totalled 17 in 10 days. 🥴 This strategy might work if your only goal is up-front conversions, but if you’re aiming to build brand trust and grow a loyal audience, we’d suggest using a much lighter touch upfront (no more than one email per day) to minimize opt-outs. Gotta respect users’ time and inbox real estate.
👉 The amount of bulk campaigns sent probably means there’s no email segmentation on the back-end, which is an opportunity for improvement.
👉 We also didn’t receive a delivery notification email or a full post-purchase flow, which is a big missed opportunity for upsells, cross-sells, gathering reviews, and building brand loyalty.
Okay, DTC’ers, that’s it from us today. Sayonara until next Saturday. 👋
Stay tuned for Part 3 of our breakdown on ColourPop.
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BRANDS
🕯 Scandle : Your crush is on their way to your apartment… Unfortunately, it smells like old cheese and fresh chopped onion. Scandle has got you covered. Strike a match and light a candle that smells great and will help you set the mood with a carefully curated playlist for your next romantic candle-lit gathering.
🃏 I Am On Edge : Nothing is worse than a party where people aren’t vibing. Kiss those boring conversations and awkward silences goodbye with I Am On Edge —a card game built to bring folks out of their comfort zone.
💐 Something Borrowed Blooms : Weddings can be sooo expensive and wasteful. Who wants to spend thousands of $ on flowers that are going to get tossed out at the end of the day? Something Borrowed Blooms has you covered with their flower rental service that delivers right to your door. When all is wed and done, you box 'em up and send ‘em right back!
🌊 MinniDip : Pools should not be a luxury item…PERIOD. Summers are getting hotter and hotter, and we’re getting sweatier and sweatier. What you need is an inflatable pool. MinniDip ’s inflatable pools are built for adults that can fit right on a balcony. Or your living room. We don’t make the rules.
💬 SMS is No Longer Optional with Sophie Baer, Win Brand Group’s Retention Director (and Automation Overlord).
🧀 Perry Belcher on Ecom Tripwires, Premiums, and Making Sure the Cheese is Worth the Squeeze.
🎯 Ecommerce SEO in Three Simple Steps with Kevin Miller from Gr0.
🍑 Building a 7-Figure Business in Sub-Two Years with Peachy Shapewear's Corey Nicholson.
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight, Jordan Gillis, and Kelsey Hess. Edited by Claire Beveridge and Eric Dyck.
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