email strategy teardown - society6

EMAIL STRATEGY TEARDOWNSociety6

Email strategy teardown?

So I’m a huge fan of Society6. I’ve bought a ton of products from them in the past - mostly tapestries. Love their tapestries! But I’m also an email marketing guru (not to toot my own horn).

So I had an idea - why not combine the two? Analyze their entire email strategy from the view of a customer who knows a little bit about email.

I subscribed to their newsletter and analyzed their entire strategy over a three week span.

What I didI subscribed to their newsletter, abandoned a cart, and most importantly, purchased a tapestry of the GOAT himself (AKA Tom Brady).

What I did vs. what they did

What they didThey responded with a ton of great emails. We got triggered emails, promotional emails, and even some emails that directed us to their cool blog posts.

I’m going to break this teardown into three steps:

1.Email deep dive

2.Email strategy deep dive

3.Overview

Email strategy timeline

Society6 email strategy timeline

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

What I did

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

What they did

What I did

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

NighttimeWhat everything means

What they did

What I did

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

NighttimeWhat everything means

What they did

What I did 3 weeks later

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

Purchasing a GOATtapestry

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

Step 1: Email deep dive

▪ I’m going to start by analyzing the emails that we received from Society6. Those emails include:

▫ Welcome email▫ Promotional email▫ Blog ▫ Order confirmation▫ Abandoned cart email

▪ Back to the timeline

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

Let’s start by taking a look at their welcome email

Welcome email

I’m part of the club!!!

Welcome email

10% discount already?!?

Welcome email

Hitting me with this juicy discount is a solid way to get me across the finish line early.

Welcome email

Try making this into a button. Would be a good A/B test.

Welcome email

Nice! I think I know someone who would like a Tom Brady tapestry. Easy money!

Welcome email

And an awesome way to grow your list.

Welcome email

These social links are rad!!

Welcome email

But what are these?

Welcome email

Super busy. I’m not sure what I should click on.

Welcome email

A lot of information. Try breaking it up into three emails. You already have everything you need.

Welcome email

Try doing it like this…

Welcome emailEmail 1: Thanks for joining the club and offer discount.

Welcome email

Email 2: Introduce me to your other amazing products and collections...

Welcome emailEmail 3: Follow up by nudging me towards your social links .

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

Now let’s move on to their promotional emails.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

Since they tend to send two promotions a day, let’s do a side by side.

9:46am EST 8:01pm EST

Can you tell the difference??

BOOM!!!!! Hitting us with a late night discount.

You don’t think $6 off is good enough?? Well what do you think about 30%? Now drop the mic.

But one problem. I’m an early sleeper and I just missed the deal of the century? Pretty bummed.

Time zone or location is a great way to segment your list when sending out a newsletter promotion.

This will ensure that Bostonians like me aren’t missing out on some wicked good deals.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

Blog post time

Great touch to their strategy.

Gives you a break from all the pillow promotions.

Very clean email providing a lot of great content.

If you couldn’t tell, I’m a tapestry guy.

Now I know some cool ways to hang my tapestry. Like using a rope for a cool design.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

Now let’s dive into their order confirmation email

Order Confirmation

Can you guess what’s some of the most valuable emails???

That’s right, order confirmations.

Order Confirmation

In fact, Experian found that order confirmation emails generate around $.75 per email.

Order Confirmation

Great looking email. It has everything. You have...

Order Confirmation

… your order information. You can also manage your orders if you’d like...

Order Confirmation

… and some additional promotions. Good cross selling right there

Order Confirmation

… although I’m not really into floral phone cases.

Order Confirmation

This is a great place to include some product recommendations.

Order Confirmation

You know I like Brady and tapestries. Try selling me some sports related Boston products.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

Purchasing A G.O.A.Ttapestry

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

AbandonA cart

P Bath mats

To bold

AbandonCart

PV-Day

And finally, their abandoned cart email

Abandoned Cart

“Not so fast…” Good way to utilize preheader text. Not a lot of people use this.

Abandoned Cart

Hmm what could I be forgetting?? Ooo yeah, some super rad tapestry of the mountains

Abandoned

One click and I’m back at my cart.

Abandoned

And in case I forgot, here’s a picture of what’s in my cart. Nice touch

Abandoned

Although the photo is a little blurry.

Abandoned Cart

And again, not a floral phone case guy.

Abandoned Cart

You know I like the mountains. Maybe I’ll like the nature blankets as well.

Abandoned

Now let’s move onto email strategy.

Step 2: Email strategy

▪ 21 day breakdown of their overall email strategy.

▪ I don’t want to overwhelm you, so I’m going to break the 3 weeks down week by week. Each week I’ll take a different action.

▫ Week 1: Sign up for newsletter▫ Week 2: Purchase a product▫ Week 3: Abandon a cart

▪ I’ll then analyze their overall strategy

Week 1Signing up for newsletter

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for newsletter

Day 1: Sign up for newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

BOOM! Immediately got a stylish welcome email

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

One isn’t good enough. Make this into a welcome series with a discount ladder…

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

… If they don’t open or purchase, send them another email with a bigger discount…

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

Check out all these promos I got! I’m drowning in discounts!!!

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

2 in one day!!

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

Society6 has a blog?! That’s awesome!

Week 2Purchasing a tapestry

The greatest!!

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

Day 7: Purchase a tapestry

PEverything

PEverythingOrder

shipped

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

Phew. my order is confirmed!!!

Order shipped

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

And it’s on it’s way!! BRADY! BRADY! BRADY!

Order shipped

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

6 promos this week.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

They’re a big fan of the “everything” promotions.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

And so am I

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

BWelcome

Wall art

Blankets Pillows

Pillows

Purchasing A G.O.A.Ttapestry

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

And another blog post to break everything up.

Week 3Abandon a cart

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

Day 14: Abandon a cart

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

PV-Day

AbandonCart

PV-Day

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

Ooo no I forgot something! Thanks for reminding me that same day.

PV-Day

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

Only 1 email?

PV-Day

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

We’ve found that a series of 3 emails works best

PV-Day

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

We recently posted a great blog on what those 3 emails should contain. Check it out

PV-Day

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

7 promotional emails.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

6 of those in the last 3 days.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

Purchasing a G.O.A.Ttapestry

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

6 Valentine’s Day emails is a little excessive.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

If I haven’t bought after day 2, then I probably got my girlfriend something else for V-Day.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

If you’re going to send this many emails, make each one relevant to what I’ve viewed or purchased.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

You guys have A LOT of products which means you have a lot of potential content.

1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days

Triggered

Newsletter

No email that day

Promotions

Abandoned Cart

Daytime

Nighttime

Signed up for

newsletter

BWelcome

Wall art

Blankets Pillows

Pillows

PBlankets

Blankets

Order confirm

PEverything

PEverythingOrder

shipped

Abandona cart

P Bath mats

To bold

AbandonCart

PV-Day

Use that content to create great emails the people want to read.

Step 3: Overview

What they did well

Society6 did a lot well.

They built their email strategy on a solid foundation. They’re sending triggered emails, designing beautiful templates, and offering some killer promotions on a daily basis.

All they have to do is build on that strong foundation.

What they can improve on

Triggered emails: Just going a little further with their triggered emails. Turning their welcome and abandoned cart emails into a series.

Segmentation: This is a biggie for Society6. Segmenting based on what the reader has viewed or purchased will help them be more targeted and personal, ultimately increasing sales. Sending the same email to everyone will raise unsubscribes, and maybe even worse, cause recipients to stop opening emails. This could hurt deliverability.

Thanks for reading!If you enjoyed it and would like to learn more, feel free to

reach out to me directly at phil.weltman@klaviyo.com

email strategy teardown - society6

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