Copyright: Blume

The details:

• 2nd email from a 2 email welcome sequence from Blume.

• Signed up via the website pop-up.

What you’ll see:

• Deep dive into Blume’s pop-up.

• The timing of the sequence.

• What works and doesn’t work in the email copy.

Let’s get into it!

Watch the video

What’s working?

Engaging subject line and preview text

Subject line: “Can I help you find your personalized routine?”
Preview text: “Hey new skincare bestie”

This combo is a winner! It’s like Blume is reading my mind and offering a helping hand. Plus, it feels super personal and friendly.

Personal and fun tone

Blume nails the friendly vibe with phrases like “hit me up” and “lol”. It’s like getting an email from a BFF, not some faceless company.

Clear and simple CTA

One call to action: take a quiz for personalized product picks. No fluff, no confusion. Just click and go.

What’s not working?

Inconsistent sender information

Who’s emailing me? “Ariel at Blume” or “Anisha”? This mix-up could be a credibility killer.

Lack of clear preview text
The supposed preview text, “Hey new skincare bestie,” is actually the first line of the email. Though this might be done on purpose to create a friendly feel, I would have preferred to see a preview text and then something different in the email copy.

Confusing references

There are references that might not be clear to all subscribers (like me 😅), like “rescuing me from the TikTok vortex of confusion".” For subscribers unaware (again, like me 😅) with Blume’s TikTok presence, this could lead to confusion and reduct the message the email is going for.

Missed Opportunities

Detailed information in the offer

20% discount? Sweet! But it doesn’t tell us what it applies to, how long we’ve got, and any restrictions. Transparency builds trust.

Comprehensive welcome sequence

A welcome sequence is crucial for building a connection with new subscribers. And Blume’s 2 email sequence feels like it’s missing the chance to further introduce the brand, its values, and its product range.

Consistent Brand Messaging

Aligning the sender information and maintaining clear, relevant references can strengthen the overall effectiveness of the email campaign. Consistency = reliability, just saying. And that’s a win for everyone!

So…

Blume’s email is strong with its engaging tone and clear CTA. But tightening up those inconsistencies and seizing those missed opportunities, would make their welcome sequence unstoppable!

Hope this was helpful and something that you can apply to your own emails!

Happy emailing!

Oh and if you’d like me to check on your emails, you can book an Email Conversion Audit with me.