As part of our brand audit series, we analyze a given brand’s email marketing strategy in every article.
We showcase what they are currently doing great. As well as talk about avenues that they can do to improve.
We won’t cover everything, but we entertain how LimeProfits would grow this brand using email marketing.
Who This is For
If you are:
- a brand owner trying to figure out your email strategy,
- someone who’s starting out as an eCommerce email marketer,
- or just plain interested in email marketing in general
…then this series is for you!
This is an audit of the brand Totally Bamboo. This company produces kitchen utensils crafted from “engineered bamboo”.
I am a fan of wood kitchen utensils. And I love the idea of using bamboo in my cooking…if I cooked! 😂
They are not only eco-friendly but also durable. The product design is fantastic as well! I need that Arkansas State Puzzle 4 Piece Bamboo Coaster Set in my life.
But I digress…
In this audit, we will look at this brand’s OPT-IN, WELCOME SERIES, and ABANDONED CART SERIES.
But, why these three?
These are some of the most important aspects of email marketing.
I will explain more about why as we go along.
So, let’s dive right in!
Opt-In: Totally Bamboo’s Pop-up Form
Email marketing relies heavily on opt-ins.
It’s how you build your list of people interested in your products and brand.
Your sales will always be proportional to the size of the intentful buyers of your email list.
So you should always optimize your opt-in to get maximum conversions.
Let’s take a look at Totally Bamboo’s opt-in:
What Are They Doing Great?
🎨 Overall Design
✅ The form is clean and doesn’t have too many distractions.
✅ The images used for the pop-up form are great as well.
✅ They used images of their best-selling products (cutting boards).
✅ They also change with each step of the opt-in.
✅ The fonts used are in line with the branding and are big enough so that they’re easy to read.
✅ Also, the CTA is clear and straightforward, which makes it easy to understand.
📱 SMS Opt-In
✅ They incorporated an SMS sign-up within their opt-in form as a “second step” and made the form optional. (This allows them to collect the contact info of those who prefer SMS marketing and, at the same time, keep the information of those who prefer emails.)
👯♂️ Multiple Opt-ins
✅ Totally Bamboo uses an embedded form as a backup for people who missed the pop-up sign-up form.
This is one thing that a lot of ecom brands out there miss in their opt-in strategy.
Brands tend to use only one opt-in on their websites. This becomes a problem since most people close pop-up windows out of habit while browsing. Using another type of opt-in like an embedded form helps with that.
🎁 Opt-In Incentive
✅ Totally Bamboo provides a high-buying intent incentive by offering a discount (10%) for opting in.
Everyone loves a deal. We opt into an email list to get deals or discounts on products we like.
This is why I said your sales will always be in proportion to your intentful buyers.
If you don’t give them a reason to join your list that is aligned with buying, you are going to have a much harder time converting them.
What Can Be Improved?
🅰 Name Field
💡 Tip: Using contacts’ names to personalize your emails can have a big impact on your conversion. Personalization, if done correctly, can have positive effects on your email marketing efforts!
According to Campaign Monitor, “It is proven to increase open rates and drive revenue by as much as 760% because it helps marketers give subscribers more relevant, individualized content. By gathering subscriber data (like a first name) and segmenting subscribers into more detailed lists, marketers are using this tactic to step away from mass messaging and to instead make their subscribers feel like VIPs.”
🥇 Opt-In “Success” Message
💡 Tip: Giving away the code in the form could encourage the customer to shop right away, but it can also backfire. Your readers might lose interest in your future emails if they have no reason to read the first one.
As shown here, Totally Bamboo added the discount code to their “success” message.
You also risk losing money if people use invalid email addresses to get the discount code. These invalid addresses could end up affecting your deliverability negatively as well. Another point for the benefit of having a double opt-in.
And now on to the welcome series!
The “Welcome Series” is another critical factor in any email marketing strategy.
According to Klaviyo:
- 📬 The average open rate for welcome email series is 46.48% across industries, meaning nearly half of new subscribers or customers open them.
- Have 4x the click rate and 23x the conversion rate of regular marketing emails
They are triggered by opt-ins, which means once set up correctly, they can become an automatic money-maker for your brand!
Totally Bamboo sent three emails for this series, let’s have a look:
Subject Line: Success: 10% Discount Offer Unlocked!
Preview Text: Here’s your 10% discount offer as thanks for subscribing.
The first email in the series is pretty straightforward.
A simple “Thank you for signing up” message is provided, as well as a reminder of the 10% discount offered as a sign-up incentive.
Subject Line: Show Your Kitchen Some Love: Take 10% Off Your First Order 💖
Preview Text: Add a splash of sustainable style to your kitchen – and get 10% off your order!
The second email was received a day after the first one.
The content’s mostly just a reminder of the initial discount code but is not much different from the first email.
Subject Line: 🚨 Last Chance to Save: 10% Off Expires at Midnight!
Preview Text: Your 10% discount coupon is about to expire!
The email was received three days after the second email.
The content’s focus is pretty much the same as the first and second emails, which is just a reminder of the discount codes.
Now that we’ve seen what the series looks like, let’s dive right in and analyze.
What Are They Doing Great?
🏆 Fulfilling the original value proposition
✅ The welcome series does a good job of giving and reminding the subscriber of the discount code as all the emails pretty much mention the discount.
✅ I like the overall design. It’s clean and minimal.
✅ The email is short and straightforward
✅ Not too image-heavy
✅ The images used are great and showcase their products in different food settings.
✅ There are also only a few CTAs used, which ultimately reduce the distraction and focus mainly on getting the first order in.
🎢 Email Cadence
✅ The cadence between the emails in the series is good.
✅ They have enough time apart, so the readers aren’t bombarded with emails. As a result, it reduces the chances of unsubscribing in the early stages of the customer lifecycle.
What Can Be Improved?
As mentioned earlier, the content of the emails in this series revolves around one thing: the discount code.
For this series, they could have used content with different “introduction” topics, which is the whole point of welcome emails.
💡 Topics that I would’ve used for the series:
- Brand Story/About the Company
- Why us?
- Reviews/Social Proof
- Benefits of using utensils over alternatives (plastic/metal)
💭 Product Recommendations
💡 Another thing that I would add to the email content is product recommendations.
This has a high probability of triggering a sale if the readers see which products are often purchased by other customers.
📏 Series Length
💡 There isn’t any agreed-upon number of emails for this series, as it differs from brand to brand. But from my experience, an effective email series is ideally somewhere around 4-7 emails to start with.
Relationships aren’t built in just 4-7 interactions. But the length will vary depending on the amount of information you want to convey to introduce your brand to a new subscriber.
Just keep in mind that it shouldn’t be too short that there are still unanswered questions about your brand, but not too long that readers lose interest and possibly unsubscribe.
⏳ Discount Duration
💡 I noticed that their opt-in forms, as well as the first email in the series never mentioned that the discount expires.
The second email hinted at it, but never gave a specific length on how long the welcome discount would last.
This information could have been added to the first email’s disclaimer to set proper expectations, as well as to create urgency.
I’m not saying they have to say they’re gonna run out of bamboo soon, but light a fire under my ass to buy, baby! 🔥
Abandoned Cart Series
Much like the Welcome Series, the Abandoned Cart Email Series is also a must-have for any successful email marketing strategy.
According to Moosend, “A staggering average of 69% of online carts is being abandoned by users”.
That’s why if done correctly, Abandoned Cart emails are one of the top revenue-driving email automation around, so nailing it is critical to your email marketing.
Klaviyo’s dataset for abandoned cart emails looks something like this:
- Open rate: 41.18%
- Click rate: 9.50%
- Revenue per recipient: $5.81
With that in mind, let’s have a look at the Abandoned Cart emails Totally Bamboo sent.
Subject Line: John, Want to Take a Second Look? 👀
Preview Text: Do you have any questions on this product?
The first email is a straightforward reminder about the item left on the cart. It is aimed at customers that just forgot to check out and needed a nudge to complete the purchase.
Subject Line: Still Interested? Take 10% Off Your Purchase
Preview Text: These items look even better with 10% off!
After a day of receiving the first email, the second targets customers who are still undecided about their purchases and offers a discount to persuade them.
They also leveraged customer reviews to address possible customer objections about their products.
Now, let’s take a closer look at their Abandoned Cart Email Series.
What Are They Doing Great?
🎢 Email cadence
✅ The second email was sent a day after the first to avoid receiving multiple reminders on the same day.
📏 Series Length
✅ They did a pretty good job on the length of this email series. Like the Welcome Series, there are no definite answers about how long it should be, but experts often cite that 2-5 emails have yielded the best results.
✅ Totally Bamboo did well to target undecided customers in the second email.
A problem that I often see with other brands’ abandoned cart emails is that they provide a discount within the first email in the series.
While that’s okay too, a lot of shoppers just need a reminder about their carts as they just forgot about it (I know I do!).
So, giving away a discount on the first email might be premature.
🌟 Leveraging Reviews
✅ A great objection handling strategy that Totally Bamboo used is adding relevant customer reviews in their second email to address possible doubts in the buyer’s minds.
💭 Product Suggestions
✅ Another thing they did well was providing related product recommendations. This could trigger multiple purchases if done effectively.
What Can Be Improved?
💡 Their abandoned cart email series is actually pretty solid, so I am just nitpicking at this point. 😂 But I would have added a countdown timer to emphasize the duration of the discount and create a sense of urgency.
That’s my insight into Totally Bamboo’s public-facing email marketing strategy.
All in all, Totally Bamboo is doing a good job with its opt-ins and core email marketing triggers.
But for brands that are making over a million dollars in sales – these improvements could help you avoid losing thousands in sales (daily!)
👉 Next Steps?
- Worried about the state of your current email marketing? We offer a $50k Valued “Profit Spotting” Email Sales System Health Audit for brands.
- Want more resources like this? Check out our Ultimate Ultimate eCom Brand Resource Directory we made.
- Want more reasons to sign up to our newsletter? Be the first to get updated when we publish new content like this article.
- Send me a message or book a call if you want to know more about how we can take this kind of thing off your plate.
Thanks for reading! I hope you learned something new today.