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Adegen is a modern hair care brand that provides a complete solution to hair loss. With a proven product, a strong brand identity, and a large following, Adegen had all the makings of a multi-million dollar business.
Before starting with BAD Marketing in December 2022, Adegen had never sent emails to new and returning customers (other than a single campaign sent in November). The client was skeptical of email marketing, and did not believe that emails could have a significant impact on their business. Our challenge was to not only develop a powerful email and SMS strategy, but also to prove to the client that email marketing is still one of the most effective ways to increase brand revenue.
We began by developing our design fundamentals for the brand, opting for a consistent, clean, and unisex approach, representative of their brand image and unlike most hair loss companies that mainly target men. Each color has a clear purpose and represents a visual cue, which the customers are trained to understand over time. This client's email designs strategically flow in a natural direction, and steps are taken to ensure the viewers’ eyes keep moving. We also make sure visual hierarchy is always clearly established, through the effective use of shape and color.
Adegen prioritizes authenticity, transparency, and education. We incorporate this into the language of every email to ensure the audience receives science-backed information that is also sympathetic to their hair loss situation. We use key phrases such as confidence, as well as personal stories, relatable content, and reviews, to let customers know they are not alone, and that they’re in the right place to turn their life around. With this client, we knew we also needed to highlight educational messages that add value to the lives of the audience and help them through their hair regrowth journey. This led to... Tip of the Week! A weekly copy-heavy email that answers customers' burning questions related to hair loss.
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Click Rate
When it comes to email marketing, your emails are only effective if you're sending the right message to the right group. We've been strategic about segments and creating campaigns for specific groups. We have targeted repeat buyers, subscribers who are non-buyers, and even buyers of certain products, like those who bought ARB Kit No.1 so that we can upsell them to ARB Kit No.2. By testing subject lines and preview lines, we're not only able to see what the audience responds to, we can also increase profits per email campaign.
The first pop-up we implemented with this client was not the usual percent discount, a strategic move to offer value over discount. This pop-up included a FREE e-book, and while 87.5% of recipients responded positively to this offer, it only generated $1,188.79 in revenue in 60 days. So we decided to change the strategy to generate more revenue... For the new and improved pop-up, we incorporated a GIF and began offering $20 OFF their first purchase for signing up for emails.
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Increase in Revenue
Between December and March of 2023, Adegen’s Welcome Series generated $21,242.53 placed order value. We can attribute the high performance of this flow not only to the unique GIF pop-up and $20 off but also to the series of emails individuals receive which guide them to making a purchase. In addition to the Welcome Series, we have multiple other flows in place to nurture the customer journey and guide individuals to become buyers. This includes Browse Abandonment, Abandoned Checkout, Customer Winback, and even subscribers for 30 days who are still non-buyers.
But the really unique flow is the Post Purchase Flow...
For the Post Purchase Flow we decided to go BAD. Typically, a brand will say "Thank You", upsell to another product, and then ask for a review. However, we decided to provide more value to the customer by giving them a step-by-step guide, a calendar of what to expect, and educational follow-up emails every week through Day 30. One of the most significant efforts in the Post-Purchase Flow is helping users understand when to take progress pics and how to take the best progress pics. Before & After shots add a lot of value to this client's email marketing success, so it's important to make sure we get consistent content! Another key factor that sets this flow apart is that we provide step-by-step instructions plus a pro-tip on how to use each product.
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Total Recipients
Placed Order Value
Total Recipients
