Join 350+ eCommerce marketers in our new community—Claim our intro offer $1 for 90 days. Learn more. | | Hey it's Chase and Jimmy here! | A great new customer journey isn't just about checking off boxes—it's about creating a seamless experience that makes your customers feel valued, understood, and excited to engage with your brand. | From the moment they opt in, they should feel welcomed, with each email or message reinforcing that they made the right choice. Whether it's the excitement of their first order or the anticipation of their delivery, every step should feel personal and purposeful. | So, how does Buffy's customer journey measure up? In this week's breakdown, we'll dive into their flow, highlight what's working, where they can improve, and share ideas to elevate the experience even further. | And, as always, we've got your AI Power-Up 🤖—showing you how AI can simplify A/B testing, so you can make smarter decisions faster and focus more on delivering value to your customers. |
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| | 🙃 Meme Drop | When you realize your perfectly crafted email landed in the spam folder... | |
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| | 🤝 Royal Legacy Meets Modern Marketing | | Rachel Riley, a beloved British brand known for dressing royal babies and children, faced challenges with their previous email platforms. After outgrowing Constant Contact's limited functionality and dealing with unsustainable costs from Klaviyo, they struggled to scale their marketing efforts efficiently. | By switching to Omnisend, they found the perfect solution. Omnisend's intuitive platform, combined with powerful automation and omnichannel marketing tools, helped Rachel Riley increase BFCM revenue by 77%. With automation-driven strategies and seamless SMS and push notification integrations, they were able to enhance customer experiences, drive sales, and build lasting loyalty—ultimately turning their legacy brand into a modern marketing powerhouse. | Key Insights: | 77.33% YoY BFCM revenue increase thanks to Omnisend 48.1% of total BFCM revenue came from Omnisend-driven sales 46% of Omnisend-driven revenue was generated through automation Automation tools like welcome series, abandonment flows, and order confirmations boosted customer loyalty and sales Expansion into SMS and push notifications enhanced omnichannel marketing, particularly in the U.S. and UK
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| | 💤 A Breakdown of Buffy's New Customer Journey Flow: Wins, Misses, and Upgrade Ideas |
Buffy has carved out a unique niche in the bedding market with its eco-friendly, ultra-soft products, and their email marketing flow reflects the brand's commitment to luxury and sustainability. However, as with any marketing strategy, there's always room for improvement. In this article, we'll break down Buffy's new customer journey from opt-in to review request, sharing feedback, highlighting wins, and offering suggestions for upgrades.
| | 1. The Opt-In: Setting the Stage | | The opt-in offer of "Get up to 30% off" could lead to some confusion. When paired with the President's Day Sale (which was offering a 15% discount), customers might feel misled if they expect the higher discount upfront. | ✅ Wins | | 🚀 Upgrade Ideas | Be more specific with sale details: Instead of saying "up to 30% off," mention the actual sale discount to avoid any confusion. For example: "Enjoy 15% off during our President's Day Sale." Include a limited-time phrase or a countdown to increase urgency.
| | 2. Welcome Email: A Smooth Introduction | The welcome email does an excellent job of communicating Buffy's brand values — eco-friendly, luxurious bedding. However, there's room to make it even more engaging by incorporating more personalization. | ✅ Wins | The email reflects Buffy's values in a clean, stylish design that emphasizes comfort and sustainability. The CTA "Upgrade to Buffy" is clear and encourages immediate action.
| 🚀 Upgrade Ideas | Include personalized product recommendations based on the subscriber's browsing or purchase history. Consider adding a small introductory offer or discount for first-time buyers to make the welcome email feel even more exclusive.
| | 3. SMS Welcome: Instant Gratification | The SMS is timely and provides a strong incentive — offering up to 30% off and free shipping. However, it could include a clearer next step, like a direct link to browse products or redeem the offer. | ✅ Wins | | 🚀 Upgrade Ideas | | | 4. Browse Abandonment Email: A Gentle Reminder | This email reminds customers about products they browsed but missed the chance to purchase. It could be more personalized with a sense of urgency, encouraging customers to act before items run out. | ✅ Wins | Simple, clean design with a clear reminder of what the customer was interested in. Easy-to-navigate links that guide the user back to the product page.
| 🚀 Upgrade Ideas | | | 5. Retargeting Ads: Perfect Timing | The retargeting ad that appears immediately after purchase is on point, capitalizing on the customer's interest. However, ensuring the messaging aligns perfectly with the offer from previous emails would improve consistency. | ✅ Wins | The ad is timely and relevant, showing up seconds after purchase or during the browsing process. Clean design and focus on the product with a direct CTA.
| 🚀 Upgrade Ideas | | | 6. Order Confirmation Email: Keeping the Excitement Alive | The order confirmation is engaging, friendly, and informative. It ensures customers know what to expect next, but there's an opportunity to add more value by providing a sense of urgency or offering more personalized next steps. | ✅ Wins | The email is warm and friendly, encouraging customers to relax and look forward to their purchase. Clear CTA to check the order status keeps the customer engaged.
| 🚀 Upgrade Ideas | Include a reminder about estimated delivery times or other next steps, like setting up product care instructions. Add a personalized product recommendation based on the customer's order to spark future purchases.
| | 7. Shipping Confirmation Email: Excitement for What's Coming | The shipping confirmation is clean and straightforward. It creates excitement by telling customers their order is on the way but could go a step further by giving more specific delivery details. | ✅ Wins | | 🚀 Upgrade Ideas | Provide an estimated delivery date for additional reassurance. Include more personalized recommendations or reminders of the benefits of the products purchased (e.g., eco-friendly, ultra-soft).
| | 8. Review Request: A Thoughtful Nudge | The review request email is timely and incentivizes feedback with a discount offer. The tone is lighthearted and fun, which is perfect for a post-purchase email. However, one issue I encountered was the process for submitting a review. Although it looks like you can submit your review directly within the email, I spent time typing it out, only to be prompted to re-enter the details on the next page. This extra step could be frustrating for customers. | ✅ Wins | Offering a discount in exchange for a review is a great incentive for repeat purchases. The tone is friendly and matches the brand's voice, making customers feel comfortable sharing their thoughts.
| 🚀 Upgrade Ideas | Streamline the review process by allowing customers to submit their feedback directly within the email itself, reducing the need for them to re-enter information on the next page. Include a direct CTA to the review form or product page to make it as easy as possible for the customer to submit feedback. Share a specific benefit customers will get from leaving a review (e.g., helping others make an informed purchase).
| | | Conclusion: What's Working Well & Where to Improve | What's Working Well | ✅ Buffy's email flow does an excellent job of keeping the brand values front and center, emphasizing comfort, luxury, and sustainability.
✅ The timing of SMS and retargeting ads is on point, making the experience seamless.
✅ The order and shipping confirmation emails are well-executed, with engaging copy that keeps customers excited about their purchase.
| Areas for Improvement | ❌ The opt-in could benefit from clearer, more specific discount details to avoid misleading customers.
❌ Personalization could be enhanced throughout the flow, especially in the welcome email and browse abandonment email.
❌ More urgency and product scarcity could be added to emails and ads to encourage quicker decisions. | | Final Verdict | Overall, Buffy's email flow is strong but has room for fine-tuning. The brand excels at creating excitement and providing clear next steps for customers, but with a few adjustments, it can further improve the customer experience. By focusing on personalization, clarity, and urgency, Buffy can enhance its email strategy and drive even more conversions. |
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| | 🔓 Unlock Expert Advice Anytime, Anywhere | | Looking to troubleshoot your email marketing challenges and learn from the best? Join the eCom Email Certified Community and get immediate access to top-tier email marketers and industry leaders. Whether you're troubleshooting deliverability or optimizing your campaigns, help is always just a message away. | Direct access to experts in email deliverability, strategy, and performance. Exclusive insights and real-world solutions for email marketing challenges. Active community with members from top brands, sharing their experiences and best practices. Stay ahead of trends with insider knowledge on everything from deliverability to privacy updates.
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| | 🤖 AI Power-Up: Let AI Do Your A/B Testing Homework | You don't need to test 20 subject lines manually to know which ones might work best. AI can do a first-pass analysis before you hit send. | Try This Prompt: | "Generate 5 subject lines for an email about [topic or product]. For each, explain what psychological trigger it uses (e.g. curiosity, urgency, social proof), and predict which would perform best for an audience of [describe audience]." | Why It Works: | ✅ You get more than just a list—you get the why behind each one
✅ You save time brainstorming and second-guessing
✅ It sharpens your own copy instincts over time | Bonus Tip: | Once you've got your top 2, plug them into your ESP for a real A/B test—and see if AI's prediction matches your data! |
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| | Annnnd that's a wrap for this edition!
Thanks for hanging with Chase and me—always a pleasure to have you here. | If you found this newsletter helpful (or even just a little fun), don't keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let's get them on board so they don't miss next week's drops. | Remember: Do shit you love. | 🤘 Jimmy Kim & Chase Dimond |
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