Email strategy teardown - Society6
Transcript of Email strategy teardown - Society6
![Page 1: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/1.jpg)
EMAIL STRATEGY TEARDOWNSociety6
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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.
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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.
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Steps
I’m going to break this teardown into three steps:
1.Email deep dive
2.Email strategy deep dive
3.Overview
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Email strategy timeline
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
What I did
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
What they did
What I did
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
NighttimeWhat everything means
What they did
What I did
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
NighttimeWhat everything means
What they did
What I did 3 weeks later
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
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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
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
Let’s start by taking a look at their welcome email
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Welcome email
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Welcome email
I’m part of the club!!!
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Welcome email
10% discount already?!?
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Welcome email
Hitting me with this juicy discount is a solid way to get me across the finish line early.
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Welcome email
Try making this into a button. Would be a good A/B test.
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Welcome email
Nice! I think I know someone who would like a Tom Brady tapestry. Easy money!
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Welcome email
And an awesome way to grow your list.
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Welcome email
These social links are rad!!
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Welcome email
But what are these?
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Welcome email
Super busy. I’m not sure what I should click on.
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Welcome email
A lot of information. Try breaking it up into three emails. You already have everything you need.
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Welcome email
Try doing it like this…
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Welcome emailEmail 1: Thanks for joining the club and offer discount.
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Welcome email
Email 2: Introduce me to your other amazing products and collections...
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Welcome emailEmail 3: Follow up by nudging me towards your social links .
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
Now let’s move on to their promotional emails.
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
Since they tend to send two promotions a day, let’s do a side by side.
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9:46am EST 8:01pm EST
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9:46am EST 8:01pm EST
Can you tell the difference??
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9:46am EST 8:01pm EST
No??
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9:46am EST 8:01pm EST
BOOM!!!!! Hitting us with a late night discount.
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9:46am EST 8:01pm EST
You don’t think $6 off is good enough?? Well what do you think about 30%? Now drop the mic.
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9:46am EST 8:01pm EST
But one problem. I’m an early sleeper and I just missed the deal of the century? Pretty bummed.
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9:46am EST 8:01pm EST
Time zone or location is a great way to segment your list when sending out a newsletter promotion.
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9:46am EST 8:01pm EST
This will ensure that Bostonians like me aren’t missing out on some wicked good deals.
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
Blog post time
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Blog
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Blog
Great touch to their strategy.
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Blog
Gives you a break from all the pillow promotions.
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Blog
Very clean email providing a lot of great content.
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Blog
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.
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
Now let’s dive into their order confirmation email
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Order Confirmation
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Order Confirmation
Can you guess what’s some of the most valuable emails???
That’s right, order confirmations.
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Order Confirmation
In fact, Experian found that order confirmation emails generate around $.75 per email.
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Order Confirmation
Great looking email. It has everything. You have...
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Order Confirmation
… your order information. You can also manage your orders if you’d like...
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Order Confirmation
… and some additional promotions. Good cross selling right there
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Order Confirmation
… although I’m not really into floral phone cases.
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Order Confirmation
This is a great place to include some product recommendations.
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Order Confirmation
You know I like Brady and tapestries. Try selling me some sports related Boston products.
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing A G.O.A.Ttapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
AbandonA cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
And finally, their abandoned cart email
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Abandoned Cart
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Abandoned Cart
“Not so fast…” Good way to utilize preheader text. Not a lot of people use this.
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Abandoned Cart
Hmm what could I be forgetting?? Ooo yeah, some super rad tapestry of the mountains
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Abandoned
One click and I’m back at my cart.
Cart
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Abandoned
And in case I forgot, here’s a picture of what’s in my cart. Nice touch
Cart
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Abandoned
Although the photo is a little blurry.
Cart
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Abandoned Cart
And again, not a floral phone case guy.
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Abandoned Cart
You know I like the mountains. Maybe I’ll like the nature blankets as well.
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Abandoned
Now let’s move onto email strategy.
Cart
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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
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Week 1Signing up for newsletter
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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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
Day 1: Sign up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
![Page 68: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/68.jpg)
BOOM! Immediately got a stylish welcome email
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
![Page 69: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/69.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
One isn’t good enough. Make this into a welcome series with a discount ladder…
![Page 70: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/70.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
… If they don’t open or purchase, send them another email with a bigger discount…
![Page 71: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/71.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Check out all these promos I got! I’m drowning in discounts!!!
![Page 72: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/72.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
2 in one day!!
![Page 73: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/73.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Society6 has a blog?! That’s awesome!
![Page 74: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/74.jpg)
Week 2Purchasing a tapestry
![Page 75: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/75.jpg)
The greatest!!
GOAT
![Page 76: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/76.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
Day 7: Purchase a tapestry
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
![Page 77: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/77.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverything
Phew. my order is confirmed!!!
Order shipped
![Page 78: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/78.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverything
And it’s on it’s way!! BRADY! BRADY! BRADY!
Order shipped
![Page 79: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/79.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
6 promos this week.
![Page 80: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/80.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
They’re a big fan of the “everything” promotions.
![Page 81: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/81.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
And so am I
![Page 82: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/82.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing A G.O.A.Ttapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
And another blog post to break everything up.
![Page 83: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/83.jpg)
Week 3Abandon a cart
![Page 84: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/84.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
Day 14: Abandon a cart
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
PV-Day
PV-Day
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
![Page 85: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/85.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
Ooo no I forgot something! Thanks for reminding me that same day.
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
![Page 86: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/86.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
Only 1 email?
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
![Page 87: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/87.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
We’ve found that a series of 3 emails works best
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
![Page 88: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/88.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
We recently posted a great blog on what those 3 emails should contain. Check it out
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
![Page 89: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/89.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
7 promotional emails.
![Page 90: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/90.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
6 of those in the last 3 days.
![Page 91: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/91.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a G.O.A.Ttapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
6 Valentine’s Day emails is a little excessive.
![Page 92: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/92.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
If I haven’t bought after day 2, then I probably got my girlfriend something else for V-Day.
![Page 93: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/93.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
If you’re going to send this many emails, make each one relevant to what I’ve viewed or purchased.
![Page 94: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/94.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
You guys have A LOT of products which means you have a lot of potential content.
![Page 95: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/95.jpg)
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
Act
ion
Em
ails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up for
newsletter
W
P
P
P
BWelcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing a GOATtapestry
PBlankets
P
Blankets
Order confirm
PEverything
PEverything
BBlog
PEverything
PEverythingOrder
shipped
Abandona cart
P Bath mats
BBlog
BBlog
BBack
To bold
BBlog
AbandonCart
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
PV-Day
Use that content to create great emails the people want to read.
![Page 96: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/96.jpg)
Step 3: Overview
![Page 97: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/97.jpg)
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.
![Page 98: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/98.jpg)
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.
![Page 99: Email strategy teardown - Society6](https://reader035.fdocuments.net/reader035/viewer/2022062306/58effeb51a28abe81f8b459d/html5/thumbnails/99.jpg)
Thanks for reading!If you enjoyed it and would like to learn more, feel free to
reach out to me directly at [email protected]