🧐 Anatomy of a Flow: BrüMate's Opt-In & Upsell Flow - A Masterclass in Capturing & Converting Customers |
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If there's one thing BrüMate does well, it's making sure they don't let a single website visitor slip away without trying to capture their email, phone number, or wallet. Their opt-in flow is like a well-oiled machine—one that smartly nudges you step by step until, before you know it, you're signed up, opted in, and seriously considering adding a mystery item to your cart. |
But is their strategy too aggressive or just aggressive enough to drive conversions without annoying potential customers? Let's dive deep into BrüMate's opt-in and upsell tactics to see what's working, what could be tweaked, and what other brands can steal for their own marketing playbook. |
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🔍 The Breakdown: How BrüMate Captures Emails & SMS |
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Step 1: The Initial Pop-Up – "Want 20% Back?" |
Trigger: Upon landing on the site, a pop-up appears offering "20% back on your first purchase." |
First Step: Before handing over an email, the user is asked what they're shopping for—Drinkware, Coolers, or Both. |
Why This Works:
✅ Smart Segmentation – Helps personalize future marketing emails and texts. |
✅Psychological Play – "20% back" feels different than "20% off," which could make it more enticing. |
✅ Simple Choices – Offering only three options reduces decision fatigue. |
💡 What Could Be Improved:
❌ Clarify the Offer – The phrase "20% back" can be confusing. Is it a discount, cashback, or store credit? A quick note like "Get 20% off your first purchase instantly" would clear up any confusion.
❌Delayed Timing Test – Testing a slight delay (e.g., after browsing for 10-15 seconds) could result in better engagement rather than bombarding users the moment they land. |
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Step 2: Email Capture |
After selecting a category, the pop-up prompts users to enter their email to claim their offer. |
Why This Works:
✅ Commitment Ladder – Since users have already selected a category, they're more likely to enter their email. |
✅ Clear Value Exchange – Customers feel they're getting something in return. |
✅ Simple Design – Clean layout with minimal distractions keeps the focus on converting. |
💡 What Could Be Improved:
❌ Fewer Steps for Faster Conversions – Combining category selection and email capture into a single screen could speed up the process and reduce drop-off. |
❌ More Social Proof – Adding a quick testimonial like "Join 500,000+ customers who love BrüMate" could build trust instantly. |
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Step 3: SMS Collection & Verification |
After providing an email, users are asked to enter their phone number for SMS marketing. |
A one-time verification code is sent to confirm their opt-in. |
Why This Works:
✅ Email + SMS = Double the Retargeting Power – By capturing both, BrüMate can engage users across two of the highest-converting channels. |
✅ Verification Ensures Quality Leads – Prevents fake numbers from cluttering the SMS list. |
✅ Higher Engagement – SMS boasts significantly higher open rates than email, making it essential for flash sales and reminders. |
💡 What Could Be Improved:
❌ Reduce Friction – Requiring verification adds an extra step that could lead to drop-offs. Testing an optional verification for non-promotional texts might help retain more users. |
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Step 4: Welcome SMS & Follow-Up Nudges |
Once opted in, the user gets an initial welcome text with a direct link to their discount. |
Shortly after, a reminder text asks if they've checked out the link yet. |
Why This Works:
✅ Timely Follow-Ups – Keeps the discount top of mind while the customer is still engaged. |
✅ Encourages Fast Action – Follow-up messages with direct links make it easy to click and convert immediately. |
✅ Casual Tone – Using conversational language helps the messages feel more personal and less like sales pitches. |
💡 What Could Be Improved:
❌ More Personalization – Using the customer's first name or mentioning their selected category (Drinkware, Coolers, or Both) could make the messages feel more tailored. |
❌ Clearer Opt-Out Option – Adding "Reply STOP to opt-out" within the initial text message could help meet compliance regulations while reassuring users that they're in control. |
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📦 The Upsell Play: Mystery BrüMate Pop-Up |
Just when you think you're done, BrüMate slides in one last "Oh, but wait!" |
Once an item is added to the cart, a mystery item pop-up appears: |
$15 for a limited-edition, discontinued, or unavailable BrüMate item (worth $24-$40). |
One lucky customer per month wins a $300 BrüTank. |
No returns, exchanges, or discounts apply. |
Why This Works:
✅ Impulse Buy Opportunity – The low price point makes it an easy add-on decision. |
✅ FOMO (Fear of Missing Out) – The limited availability and chance to win a high-value item drive urgency. |
✅ Boosts Average Order Value (AOV) – This simple upsell increases revenue without significantly increasing marketing costs. |
✅ Clear Terms – No returns or exchanges minimize customer service issues. |
💡 What Could Be Improved:
❌ More Excitement in the CTA – Instead of "Add to Bag," test CTAs like "Reveal Your Mystery Item!" to build curiosity. |
❌ Highlight the Value More Clearly – Reinforcing the item's value ($24-$40) near the CTA could make the $15 price feel like an even better deal. |
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✅ What BrüMate is Doing Right |
🔥 Multi-Step Opt-In Strategy – Capturing both email and SMS instead of choosing one. |
🔥 Follow-Up SMS Nudges – A single text can be ignored, but multiple follow-ups increase engagement. |
🔥 Smart Segmentation – By asking what the user is shopping for, BrüMate can send hyper-targeted campaigns later. |
🔥 Perfectly Timed Upsell – Presenting the mystery item after the cart has been started leverages the customer's buying mindset to increase AOV. |
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🚀 What BrüMate Could Improve Across the Board |
❌ Balance Aggressiveness with User Experience – While the multi-step process works, it might feel like too much for some users. Testing a simplified version could improve conversions without frustrating potential customers. |
❌ Reduce Friction – Combining category selection, email capture, and SMS opt-in into fewer steps might prevent drop-offs. |
❌ Clearer Messaging on Incentives – Whether it's "20% back" or a mystery item's value, ensuring that users immediately understand the offer would minimize confusion. |
❌ Optimize for Mobile – Since most visitors will see the pop-ups on their phones, every step needs to be seamless, with large, easy-to-tap buttons and minimal typing. |
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💡 Final Takeaway: An Opt-In & Upsell Flow That Means Business |
BrüMate isn't messing around when it comes to capturing customer data and maximizing revenue per visit. Their opt-in flow is carefully layered to make sure they capture both email and SMS while segmenting users for better marketing. |
Their upsell strategy is equally strong, using low-cost impulse buys and FOMO-driven tactics to boost AOV. With a few tweaks—like simplifying the opt-in process, clarifying their offers, and adding more social proof—they could take an already strong funnel and make it even more irresistible. |
Key Lessons for Other Brands: |
✅ Segment early for better personalization.
✅ Capture BOTH email and SMS for stronger retargeting.
✅ Follow up quickly with automated nudges.
✅ Use urgency and exclusivity to drive impulse buys. |
If you're not doing these things in your eCommerce funnel, you're leaving serious money on the table. |
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