Email Series for New Product Users
Goals & Challenges
1. Create an email journey that improves the product experience for the customer.
2. Build a structure that will eventually serve as a template for all product email journeys moving forward.
3. Achieve open and click-through rates that perform better than previous product email campaigns.
Results & Takeaways
Product support is a big part of the Isagenix experience. Many customers are using these products for the first time and the emails are a good way to guide them through that first experience and help us measure how they're doing.
Email 1 (Welcome): The product purchase triggers the first email. It welcomes the customer, gets them excited for what's coming, and offers support and resources while they wait.
Email 2 (Recommended Products): The second email is sent a few weeks later. It gives the customer time to get familiar with what they ordered and recommends complementary products. The goal here is to keep them excited and not "oversell" additional products.
Email 3 (Review): The third email asks for a review. Feedback is important for new customers and participation skyrockets when asked for a review through the product email journeys.
Email 4 (Re-order): The customer gets the first three emails automatically, but the fourth is triggered when they haven't re-ordered. It's a gentle nudge that reiterates the best benefits and features, and is mostly a good reminder for those who just forgot to re-stock.
Results: The product email journeys are some of the most successful communications, with open rates above 30 percent (that's huge for email). Customers who receive these journeys are more likely or buy additional products, leave reviews, and continue with Isagenix beyond their first purchase.
Product Email Journey for Whole Blend IsaLean Shake