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Cuure is a supplement brand offering customized products and flexibility to their customers - making sure each one can find the right supplement for its budget. Today, we want to feature this brand’s Welcome Journey as we believe it’s the right balance between showing your proposition value, its benefits - and of course your products.
In a nutshell, here’s what we’ll cover by taking Cuure as an example:
- Start with your main proposition value,
- Address budget issues right after,
- You can start with your first offer - and then promote another one,
- Specify when the offers are ending (even if this is not true) as this will create urgency,
- Social proof: mention experts, reviews, etc.
Email 1: Promote your main proposition value and reassure your audience
Promoting the natural and scientifically-supported attributes of health-related products will support your brand credibility.
Also, by mentioning that your supplement products are locally manufactured in the country where they are sold, you’re winning more trust with your customers.
Subject line: Your programme starts today?
Email 2: Offer a Discount and Promote the personalization and the follow-up aspect
Cuure offers a 25% discount on any customer first two orders and promotes the personalization of their products with the ability to track the customer progress with their online app.
Subject line: Karisa, achieve your wellness goals with Cuure!
Email 3: Promote the budget adaptation & increase urgency
Cuure enables customers to personalize their products to suit their budgets.
And now, things are getting serious.
It’s email #3. They’re starting to lose the customer.
So, to increase their conversion chances, Cuure offers a limited-time discount of 50% on the first order - instead of the 25% before.
It also rewards customers with a $20 credit for every friend they refer.
They also address budget issues by promoting their ability to adjust products to fit within a budget is likely to boost the conversion rate, particularly for potential customers who are financially constrained but still interested.
Subject line: [OFFER] 50% discount on your first order
Email 4: Create Urgency again
Mamma mia.
Things are starting to get hard. A lead is about to escape.
Now, they remind us again about the first order discount of 50%.
And guess what - it ends today.
Just to add more FOMO. But this is good practice to convert the last person of any cohort!
Subject line: [LAST DAY] This offer expires today!
To conclude, the emphasis on customer focus in Cuure’s email marketing strategy is also clearly reflected at the end of all Welcome Journey emails, where the brand inquires if the reader has any questions.
So - your takeaway:
- Start with your main proposition value and
- Address budget issues right after,
- You can start with your first offer - and then promote another one,
- Specify when the offers are ending (even if this is not true) as this will create urgency,
- Social proof: mention experts, reviews, etc.
