CLIENT: To The Ground Candle Co. (fictional)
AUDIENCE: Young women (age 25 – 54) who want more than a just a sweet smell from a candle. They want a unique scent that becomes a conversation starter.
CHALLENGE: Create a sequence of three emails to reinforce confidence a first candle purchase, keep the company front of mind for the customer and encourage a second purchase.
TONE: Quirky, fun and playful with a bit of an edge.
EMAIL 1: Welcome / Brand Introduction
Subject: A little box of concentrated happy is on the way.
Your life is about to change. Or at least the way it smells. Our Peach Cider/Rosemary candle is wafting your way.
Once it arrives, you’ll have what you need to set the perfect summer vibe. Share it with friends and family, or enjoy it as your own personal wall of calm to shield yourself from the craziness of the world and that friend who won’t stop messaging you.
But moods, like the seasons, change, so we’ll check in from time to time to keep you up to date on our latest scent combos to keep your olfactory receptors interested and happy.
Until then, may your shipping time be fast and your burn slow.
- The To the Ground Team
EMAIL 2: Value / Education Email
Subject: A quick trick of the wick
We hope you’re enjoying your To the Ground Candle.
Think of your candle like a dog – a dog that smells great and that you’re slowly inhaling. Weird analogy? Yes. Too weird? Probably, but let’s stick with it.
When you become a dog owner, along with the cuddles, there’s a certain amount of care necessary. Just like you have to trim your dog’s nails, it’s a good idea to trim the wick of your candle.
Ideally, you don’t want the wick any longer than ¼ inch, otherwise you might get some unpleasant smoking and soot. A shorter wick will also produce a smaller flame which in turn leads to a longer candle life. There are professional wick trimmers out there, but nail clippers or scissors will do just fine.
And if it’s time to fetch a new best friend, er, candle, we’ve got you covered.
[BUTTON: To the Ground Shop]
May your wicks be trimmed and your dogs housebroken.
- The To the Ground Team
EMAIL 3: The Repurchase Nudge
Subject: There’s nothing sadder than an empty (candle) glass
Have you noticed that smell? You know, the smell of “normal?” Nobody deserves that. We think you deserve to smell something that reminds you of the best parts of life. And, luckily, those things usually smell wonderful.
Your last To the Ground candle gave you its all, but we have more little glass containers of fragrant happiness ready to go.
Bonus: If you order in the next two weeks, the shipping’s on us!
[BUTTON: To the Ground Shop]
May your new normal be extraordinary.
- The To the Ground Team