Email marketing is one of the most effective and affordable ways to communicate with customers and prospects, especially for subscription-based businesses. However, creating an email campaign that stands out from the crowd and achieves the desired results is not an easy task. It requires a lot of research, planning, writing, designing, testing, and optimizing.

In this case study, I will show you how I created an email campaign for a subscription box service that delivers healthy snacks to its customers every month. The main goal of this email campaign was to increase the retention rate and lifetime value of the existing subscribers, as well as to attract new subscribers who are interested in healthy eating and snacking.

I will walk you through the steps I followed to create this email campaign, from competitor research to content strategy to copywriting to design. I will also share some stats on how effective email campaigns have been for other businesses, and how I used the power of words to influence consumer decisions and drive them to take action.

I hope this case study will inspire you and give you some insights on how to create your own email campaign for your subscription service.

The first step I took was to conduct competitor research. I analyzed the email campaigns of some of the leading subscription box services in the same niche, such as Graze, NatureBox, and SnackNation. I looked at their email frequency, subject lines, content, design, tone of voice, and calls to action. I identified their strengths and weaknesses and found out what works and what doesn’t for their target audience.

Some of the key findings from my competitor research were:

Most of them send emails at least once a week, sometimes more often during special occasions or promotions.

Most of them use catchy and curiosity-driven subject lines that promise value or benefits to the subscribers.

Most of them use a mix of content types, such as newsletters, promotional emails, re-engagement emails, transactional emails, etc.

Most of them use images and videos that showcase their products and their features.

Most of them use a friendly and conversational tone of voice that matches their brand personality and their audience’s preferences.

Most of them use clear and compelling calls to action that urge the subscribers to click or buy.

Based on my competitor research, I decided to adopt some of their best practices and avoid some of their pitfalls. I also decided to differentiate myself from them by offering something unique and valuable to my subscribers.

The next step I took was to define my target audience. I created a detailed buyer persona for the ideal subscriber of the subscription box service. I used data from surveys, interviews, reviews, social media, and analytics to understand their demographics, psychographics, pain points, goals, preferences, and motivations. I used this information to craft personalized and relevant messages that resonate with them.

My buyer persona was:

Name: Sarah

Age: 25-35

Gender: Female

Location: Urban

Occupation: Professional

Income: $50K-$100K

Interests: Health, wellness, fitness

Pain points: Busy lifestyle, lack of time for cooking or shopping for healthy snacks

Goals: Stay fit and healthy

Preferences: Natural ingredients

Motivations: Convenience

Challenges: Finding healthy snacks that taste good

Based on my buyer persona, I decided to tailor my email campaign to Sarah’s needs and wants. I decided to emphasize the benefits of subscribing to the subscription box service, such as saving time.

The next step I took was to create a content strategy. I mapped out the customer journey and defined the key stages of awareness, consideration, decision, retention, and advocacy. I created a content calendar that outlines the type, purpose, frequency, and timing of each email in the campaign. I also decided on the best email format for each stage, such as welcome emails, newsletters, promotional emails, re-engagement emails, transactional emails, etc.

My content strategy was:

Awareness stage: The goal of this stage was to introduce the subscription box service to potential subscribers who are interested in healthy eating and snacking. The type of email I used was a welcome email that offered a free trial or a discount for the first box. The frequency of this email was once per new subscriber. The timing of this email was immediately after they signed up for the offer. The format of this email was a link post that used the built-in Facebook link format to generate more clicks.

Consideration stage: The goal of this stage was to educate and persuade potential subscribers to buy the subscription box service. The type of email I used was a newsletter that provided valuable information and tips on health, wellness, fitness, and snacking. The frequency of this email was once a week. The timing of this email was on Tuesdays at 10 am. The format of this email was a compact table that displayed data or information in a structured way.

Decision stage: The goal of this stage was to motivate and incentivize potential subscribers to buy the subscription box service. The type of email I used was a promotional email that highlighted the features and benefits of the subscription box service and offered a limited-time deal or a bonus. The frequency of this email was once a month. The timing of this email was on Fridays at 2 pm. The format of this email was a code block that displayed formatted content such as coupons or discounts.

Retention stage: The goal of this stage was to retain and increase the value of the existing subscribers. The type of email I used was a re-engagement email that reminded them of their subscription benefits and encouraged them to renew or upgrade their subscription plan. The frequency of this email was once every three months. The timing of this email was on Mondays at 9 am. The format of this email was a short list that presented multiple items or options in a concise way.

Advocacy stage: The goal of this stage was to turn the existing subscribers into loyal fans and advocates. The type of email I used was a transactional email that thanked them for their purchase and asked them for feedback or referrals. The frequency of this email was once per purchase. The timing of this email was immediately after they completed their purchase. The format of this email was a LaTex expression that wrote mathematical expressions such as ratings or scores.

By following this content strategy, I aimed to create an email campaign that moved the subscribers along the customer journey and achieved the main goal of increasing retention rate and lifetime value.

The next step I took was to write compelling copy for each email in the campaign. I used the power of words to influence consumer decisions and drive them to take action. I wrote catchy subject lines that entice them to open the emails. I wrote engaging headlines that capture their attention. I wrote concise and clear body copy that delivers value and benefits. I wrote strong calls to action that urge them to click or buy. I used emotional triggers, storytelling techniques, social proof, urgency, scarcity, and personalization to enhance my copy.

By writing compelling copy for each email in the campaign, I aimed to influence consumer decisions and drive them to take action. I also mentioned how using the right words plays an integral part in attracting the right clients. I also highlighted how doing good for others helps the universe and how I focus on helping my clients help their clients too. I also showed how working with me will establish rapport with all readers as I have studied techniques that ensure maximum influence on the audience.

Don't take my word for it, follow this link to find some of my email campaigns

The next step I took was to design attractive visuals for each email in the campaign. I used images and videos that complimented my copy and showcased the benefits of the subscription service. I used colors and fonts that matched the brand identity and tone of voice. I used white space and bullet points to improve readability. I used buttons and links to guide them to the next step. I made sure that my emails were responsive and mobile-friendly.

The design of the email campaign was important for several reasons:

It helped to capture the attention of the subscribers and make them want to read more.

It helped to convey the message of the copy and reinforce the value proposition of the subscription service.

It helped to create a consistent and professional image of the brand and build trust and credibility with the subscribers.

It helped to increase the click-through rate and conversion rate of the email campaign.

I know you're probably wondering, "What makes this email campaign different from others? What makes it stand out from the crowd and achieve the desired results?"

The answer is simple: I use the power of words to influence consumer decisions and drive them to take action. I use emotional triggers, storytelling techniques, social proof, urgency, scarcity, and personalization to enhance my copy. I use catchy subject lines, engaging headlines, concise and clear body copy, and strong calls to action to entice the subscribers to open, read, and click.

I use words that make my clients winners!

And that’s what you can expect from me as your email campaign writer for your subscription service. You can expect me to create an email campaign that not only increases your retention rate and lifetime value but also grows your brand awareness and reputation. You can expect me to create an email campaign that not only attracts new subscribers but also turns them into loyal fans and advocates. You can expect me to create an email campaign that makes you a winner.

I followed these steps to create this email campaign:

Conduct competitor research

Define the target audience

Create a content strategy

Write compelling copy

Design attractive visuals

Some stats on how effective email campaigns have been for other businesses are:

According to HubSpot, email marketing generates $42 for every $1 spent on average.

According to Shopify, subscription-based businesses have an average customer lifetime value (CLV) of 2x-5x higher than traditional e-commerce businesses.

According to Business.com, email marketing has an average open rate of 18% and an average click-through rate of 2.6% across all industries.

If you’re ready to work with me and create a winning email campaign for your subscription service, contact me today. Let’s make it happen.

Thank you for reading this case study.