Copyright: Blissy

The details:

• 4th email in the a special Welcome Sequence celebrating their 5th anniversary.

• Signed up using their footer, though they did have a pop-up on the site.

What you’ll see:

• A breakdown of the subject line.

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

• All the CTAs or the lack of.

• A bonus look at the email's alt-text.

Let’s get into it!

Watch the video

What’s working?

Good number of emails for a Welcome Sequence.

A welcome sequence is usually between 3 and 7 emails. And this email sequence is 4. That’s a good number, to get the information that’s needed. Especially since this email is an “extended sale” email. It’s able to focus on what it wants and make the sale.

Straightforward subject line.

Though the subject line is misleading (see below), it’s straightforward because it gets to the point and lets you know what the email is about without trying to be clever.

Conversational.

The email is short and sweet and have a conversational tone that makes it seem like a friend is saying, “hey, don’t miss this!”

What’s not working?

Misleading context.

It starts in the subject line by not specifying that the discount is UP TO 60% and using RE: as a way to catch attention, when it doesn’t really need it. Then it continues in the “selling section” stating that trending items were "hand-picked for me”. It feels strange to say that when those items are just their best sellers and it isn’t based on my viewing history, since I didn’t view anything.

Repetitive and vague.

The header, the first thing that subscribers see, is the same exact thing from the subject line. It doesn’t give any new information or desire to keep scrolling. And the only CTA of the email is the same copy from the line that’s right above it. Even though it’s trying to say to use the discount before the sale is over, or the discount expires… it doesn’t really say anything at all. Oh and one more thing, the last section of the email where it’s trying to show the products… the design is confusing by repeating the same products over and over again.

No focus on the customer.

The email is attempting at feeling personal, using “I” throughout, but there’s a way to use “I” and still relate to the customer. This whole email is heavily brand focused when it should be about making sure the customer uses their welcome code.

Missed opportunities…

Missing the mark on the personal.

This email is attempting to be personal, as if a person is writing directly to me to make sure to take advantage of this offer. But there’s sign off… the email is sent from the company… and there’s a disconnect when it says there’s someone to help. Who? There’s no way of contacting this person. Sure you can reply to the email… but I know that because I do this for a living… a subscriber who doesn’t, wouldn’t know that.

Countdown for end of sale.

This is an extended offer email, where the sale is extended for one more day. But what does that mean? Using a countdown timer would add urgency without feeling like too much and give a clear indication to subscribers when it’s over, it’s really over.

Preview text.

Though the preview text here is telling us that we hope we enjoy [the extension], it could have done more by playing off the subject line.

Hope you’ve learned something with this breakdown and can apply something to your own emails!

And if you’d like me to do a breakdown of your emails, you can book an Email Conversion Audit here.