Background: Flat sales and poor user experience led the Prevention folks to rethink how they were talking with their customers via email.
Step 1: Welcome them with 21 days of fun, informative emails that introduce the brand and its benefits, as well as sell Prevention-branded and Rodale products (books, DVDs, etc.)–without sounding like a sales pitch. (No big deal, right?)
The first three emails are shown below.
Subject Line: Welcome to Prevention
Subject Line: We’ve got exciting stuff to share
Subject Line: Tell us more about you
Step 2: Experiment! Topics, lengths, frequency, ratio of content to commerce–we tinkered with all the variables for over a year. And for most of that time, we were sending one email a day. I was busy coming up with countless concepts and copy strategies.
Below are three of the best.
Subject Line: 4 Moves That Banish Bra Fat
Subject Line: Start Your 2-Week Turnaround Now
Subject Line: A Strong, Sexy Belly from Yoga? Yes!