POst Purchase
The brief for this email was to get customers who had already purchased a card to upsell to a gift. Instead of labelling it as an upsell, we saw it as an opportunity to treat it as a reward.
Our previous email was solely concentrated on the offer.
To elevate it I added the padlock and the title ‘reward unlocked’ as a way of invoking reciprocity. This gives the user the impression that we’re reciprocating their efforts - they’ve achieved something by purchasing a card, so here is a thank you from us.
I added some personalisation into the copy to engage the customer further.
By moving the offer into second position we were able to give it it’s own space and sense of importance. It’s not just a sales email after all, it’s a gifts from us to the user.
I added one of the new Funky Pigeon characters to the ‘Add Some Heart & Soul’ sub heading, adding some character and the anthropomorphism.
Next I displayed some of our best selling and newest products as recommendations.