DTC 192 - Jump in and inspect the science kit subscription brand KiwiCoâs emails. [DTC]( Banter Saturday, June 18, 2022 Itâs Saturday, which means itâs time for science! And more Brand Breakdowns, of course. Today weâre inspecting science kit subscription brand [KiwiCo](âs emails. ð Read on to get killer design inspo and learn why you should always be your own guinea pig when it comes to testing your emails. In this newsletter, youâll find: ð ð¦ Brand Breakdown Part 2: KiwiCo (Email) ð¦ Making your subscription app seamless with Yotpo ð¦ Leverage Cross-Store Selling to power your product catalog with Carro Read till the end to access exclusive DTC swag. ð ð If a pal forwarded this to you, [subscribe](, so you never miss out. Email *The following emails are in chronological order of how we received them after purchasing. Email opt-in KiwiCoâs email pop-up on their homepage is super effective for a number of reasons: - Solid, compelling offer
- Gathers first-party data
- Stellar use of images (pop-ups with images [convert up to 83% better](!) They also have banner and footer opt-ins for the same discount, so we can tell theyâre really focused on this welcome offer. As long as it converts, thatâs a neat strategy! Welcome email #1 Our first email from KiwiCo came immediately after opt-in, and we must say, it looks ð. The offer is front and center, the design is bold and eye-catching, and the use of visuals is really well-done. We also love the strategy here of allowing users to self-select what product lines theyâre interested in (they even have a footer designed for segmentation, too). This allows the brand to gather first-party data and, further segment email contacts into separate funnels based on what line was clicked on. Adding a âHow It Worksâ section is also really smart to address questions up-front and make sure shoppers know what theyâre getting. Note as youâre reading that since we signed up for KiwiCo emails, the discount offer has changed from 30% to 25%. ð¡ Pro tips from [Pilothouse]( : - We honestly have nothing to add â this is a perfect conversion-focused welcome email! ð Welcome email #2 The next email is less about conversion and more focused on the brand and delivering value, with the main CTA driving shoppers to a blog post. ð¡ Pro tips from [Pilothouse]( : - We like that they remind you of the 30% off towards the bottom of the email, but this early in a welcome series, weâd suggest keeping that initial offer top-of-mind and moving it up.
- Weâd want to know a few things to determine if this is the right place for a content email: Is the brand tracking the behavior of users that engage with content? Are their blog posts increasing conversions?
- It would be cool to send segmented content based on what users selected in the previous email! Sponsor âIt was so easy to get up and running and I got my first subscription within 24 hours.â Your subscription app should be just like your favorite yoga pants: seamless. ð§ [Thatâs why DTC Shopify brands choose Yotpo]( for simple, intuitive, and seamless subscription management. Itâs quick to launch, easy to use, and fast to grow. Plus, your customers will dig it, too! Yotpo removes the friction of subscriptions by allowing shoppers to easily skip, cancel, or pause their subs. And we all know happier customers = better business. So, got 8 minutes to spare? ð [Start unlocking more recurring revenue today (at no cost) with Yotpo](. Email Campaign #1 This email looks like a seasonal campaign sprinkled into the welcome series. KiwiCo is leading with educational content here again, and following up with products/offers below the fold. ð¡ Pro tips from [Pilothouse]( : - Oops. We received this email twice. ð¬ Might want to check those automationsâ¦
- Again, weâd love to know how the content pieces convert. If these are low-performing emails, they may want to move the products and offers up higher, and have the content at the end of the email.
- Awesome placement of the Ambassador Program, and clear copy that describes the benefits! Welcome email #3 The next email focuses on social proof, an excellent strategy to build trust and drive conversions. We also love the repetition of the 30% offer in each email, which will increase the chances of shoppers remembering it and acting on it the next time they think about their kids. ð¡ Pro tips from [Pilothouse]( : - These testimonials are killer selling pointsâweâd like to see this email earlier in the flow to drive more conversions!
- Again, they may want that 30% offer up higher as it will likely drive more clicks to shop. Welcome email #4 This âlast chanceâ email is simple and to the point, but we spy a few areas for improvement⦠ð ð¡ Pro tips from [Pilothouse]( : - The actual discount is missing hereâis it last chance for 30% off? Something else? If this is the first email a shopper opens, theyâll be a little confused.
- Thereâs no CTA at the top to shop with the discount.
- A more conversion or shopping-focused section below the fold might be a better move to drive readers to use the discount. Welcome email #5 Wait a second⦠If the previous email was our last chance for the discount, why is it here again in the next email? ð¤ Curious. ð¡ Pro tips from [Pilothouse]( : - This email is well-designed, but it feels very similar to Email 3 sent a few days prior (social proof and testimonials). Unless they both perform well, it might make sense to choose the highest-converting email and remove the other from the flow.
- Awesome teacher promo at the end! This could be worth testing as its own campaign if they have a lot of teachers on their list. Sponsor Give your customers a chance to buy more on your store What do top Shopify sites like BlendJet, GEAR.com, and Super73 have in common? They all leverage Cross-Store Selling to power their product catalog. ð What is Cross-Store Selling (CSS)? The ability to wholesale products from your favorite brands, without the headache of taking on inventory or negotiating net-terms. As a growing sales, acquisition, and marketing channel, DTC brands are seeing AOV increases of 40%+ by simply selling products complementary to theirs. Never tried CSS before? With Carro, you can discover and add new products to your store from the catalog of over 30k top DTC brands. Products powered by Carro can be added to any of your collections and in-store upsells, and the customer purchasing journey stays exactly the same. When a customer completes their order, youâll earn a near-wholesale profit for each product sold! ð [Join thousands of top DTC's on Shopify using Carro to power their stores today.]( Email Welcome email #6 Focusing on the engineering aspect of their products is a cool angle. Weâd love to see the click data on that video above the fold! ð¡ Pro tips from [Pilothouse]( : - Uh oh, we received this email twice,which is the second time that happened in this flow. ð â
Order confirmation After placing an order with KiwiCo, you receive their order confirmation email, which is pretty basic but gets the job done. They provide the order information needed, ways to modify your subscription, and a number of links back to their site. ð¡ Pro tips from [Pilothouse]( : - The copy could use a little spicing upâdoesnât totally feel like a virtual high-five!
- Love the refer-a-friend plug here. Order confirmations are a fantastic place to include referral programs as the customer is in a highly motivated state right after they make a purchase. Welcome email #7 (maybe?) We received what looks to be like another Welcome Email or potentially a separate campaign after making our purchase. This is a really solid email that moves potential shoppers down the funnel, offers an alternative for subscriptions ð¡ Pro tips from [Pilothouse]( : - This email is a clear, concise example of reducing friction with the subscription process (shipping, how to cancel or pause), but we would have loved to see it further up in the series!
- Post-purchase may not be the best place for this email, as the customer has already converted. Weâd suggest building a custom post-purchase flow that includes more of the brand and educational content, how to use the product, etc. Further observations and suggestions From a design perspective, KiwiCoâs emails crush it. Theyâre cohesive, on-brand, tactful, and make excellent use of UGC and imagery to showcase the awesomeness of their products. ð¥ Logistically, however, we found a few areas of improvement that could take their emails to the next level: ð We got a few emails twice in the flow. They may want to run through their flows to find and correct potential glitches. ð Weâd love to see better use of first-party data gathering to send segmented emails. Between their opt-in and distinct product categories, thereâs plenty of room here to send segmented emails based on what a user has self-selected, which will improve conversions. ð If this series isnât performing as well as theyâd like, consider more emphasis on conversions up-front. Make the discount more prominent, include conversion-focused emails earlier in the flow, and brand and educational emails later. ð We also didnât 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. Thatâs all for today, email nerds! ð See ya next Saturday for Part 3 of our breakdown on KiwiCo â SEO/SEM! Brands 𥦠[Broc Shot:]( A well-balanced diet is important but isn't necessarily easy⦠Especially when life gets pretty busy, you forget to feed yourself the food your body needs! With Broc Shot , you get a single shot of Broccoli Sprouts with 15mg of sulforaphane thatâll improve your beauty, body, and brain. ð¶ [Whistle]( : It's hard to understand your furry little friend⦠Well, they can't exactly speak⦠but that doesn't mean you can't know what's going on with your pup. Whistle smart devices are designed to reveal the full picture of your pet's health. Itâll track and translate your dog's activity, behaviour, location, and wellness. ð§ [Urbanears]( : Earbuds don't have to be complicated⦠They also don't have to be expensive. Urban Ears has created simple, sexy, lightweight, and true wireless in-ear headphones that are a great companion for your morning workout, bedtime podcast, or whatever you like to do with high-quality sound. ðª [Toto Foods]( : Your mom probably told you not to eat raw cookie dough. This is the one time you can tell your mom she's wrong. Toto Foods has created healthy cookie dough that you can eat without tummy aches. The cookie dough is filled with adaptogens, a class of superfoods known for their unique ability to help reduce stress in the body. SHARE DTC NEWSLETTER ð¥ NEW REFERRAL PROGRAM HAS OFFICIALLY DROPPED ð¥ ð Want to level up the marketing skills of your teammates and employees? Just grab your referral link below and youâll earn points toward cool gear for every new subscriber you bring to the DTC fam. Hereâs your unique referral link: [( [Share via facebook]( [Share via twitter]( [Share via whatsapp]( [Share via email](mailto:?subject=Check%20this%20out&body=%F0%9F%94%A5%20Signed%20up%20to%20this%20newsletter%20a%20couple%20of%20weeks%20ago%20and%20it's%20amazing%20for%20DTC%20marketers%20like%20you!+https%3A%2F%2Fsparklp.co%2F47c676d0%2F%3Futm_source%3Demail) [See how many referrals you have!]( ð Have you heard our latest podcasts? ðª [AdRoll]( Bakes Up A Solution to the 3rd Party Cookie-pocalypse. 𧴠Growing 20-30% Month Over Month with Stem Cell Skincare Brand [CLEARSTEM](. ð¤ Aviator Nation Drives Over $10 Million in Apparel Sales with their [Tapcart App]( with Curtis Ulrich and Eric Netsch. 𦴠Greasy Affiliate SEO with Connor Meakin rom [Bluebird Provisions Bone Broth](. ð¤ Put Machine Learning and AI to work for your brand with [Black Crow AI](. Donât forget to [rate the DTC Podcast]( on Apple (âï¸âï¸âï¸âï¸âï¸) DTC Newsletter is written by [Rebecca Knight](, [Jordan Gillis](, and [Kelsey Hess](. Edited by [Claire Beveridge]( and Eric Dyck. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? ð [Advertise]( in DTC Newsletter. ð°Check out our course on [Facebook and Instagram]( ads! ð¥ Work for The DTC Newsletter: Send an email to Rebecca, rebecca@directtoconsumer.co, if youâre interested in writing for us! Rate this Newsletter [Fueled by Pilothouse]
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