Brief Summary
This video provides an in-depth audit and analysis of the email marketing strategy for the brand "Happiest Hour", a company that sells wellness shots. The key points covered include:
- Happiest Hour generates 75% of its revenue from TikTok, with email accounting for only 10% currently.
- The brand plans to diversify its marketing channels and reduce reliance on TikTok, with a focus on building its email list as a more owned channel.
- The video covers a detailed review of the brand's acquisition funnel, welcome flow, abandonment flows, post-purchase flows, and campaign strategy, providing recommendations for optimization and improvement.
- The expert suggests the brand can realistically achieve 30% of total revenue from email by implementing the recommended changes.
Acquisition Funnel and Welcome Flow
The video starts by reviewing the brand's acquisition funnel and welcome flow. The key points include:
- The current popup form is not capturing email addresses, which is a missed opportunity. The expert recommends adding an email capture step before promoting the product bundles.
- The popup form's current 7.2% subscription-to-purchase conversion rate is on the low side, and the expert suggests aiming for 10-15% at minimum.
- The welcome flow emails could be improved by consistently reminding customers of the 20% discount, using more personalized discount codes, and placing clear call-to-action buttons higher in the emails.
Abandonment Flows
The video then covers the brand's abandonment flows, noting several opportunities for improvement:
- The brand is currently only tracking checkout abandonment, but should also implement cart abandonment and browse abandonment flows to capture more potential revenue.
- The checkout abandonment flow is well-structured, but the expert recommends consolidating the individual product-specific flows into a single flow with dynamic content.
- Optimizations such as placing product details and call-to-action buttons higher in the emails can improve conversion rates.
Post-Purchase Flows
The video then covers recommendations for the brand's post-purchase flows:
- Implement an immediate post-purchase thank you email from the founder, with a cross-sell or upsell opportunity.
- Set up a replenishment reminder flow to encourage repeat purchases and subscriptions.
- Implement a win-back flow to re-engage customers who have not purchased in a while.
Campaign Strategy
For the brand's campaign strategy, the expert suggests:
- Take inspiration from successful brands like Magic Mind, focusing on value-driven, text-based emails with simple calls-to-action.
- Avoid over-segmentation, and instead focus on a consistent 90-day engaged subscriber list, sending 3-4 campaigns per week.
- Incorporate elements like brain teasers, product education, and founder-written messages to build brand affinity.
Overall, the video provides a comprehensive audit and actionable recommendations to help the Happiest Hour brand significantly improve its email marketing performance and profitability.
