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WELCOME SERIES
Like Doughp
(Email by email breakdown)
 Doughp's Welcome Series features
4 emails.

Day 1 Day 2 Day 4 Day 9

Let's break 'em down
one by one.
Email 1 - Template

[quick welcome]

[incredible
product photo]

[discount code]
[CTA]

[3 value props/
benefits]

[CTA]

[bundle-builder]

[CTA]

[sitelink extensions]
Email 1 - Section 1

Incredible imagery!

The difference between

'bleh' and 'OMG THIS IS
BEAUTIFUL' emails is often
just the photography.

Doughp kicks things off

with a delicious photo and
the discount code they
promised.
Email 1 - Section 2

Doughp then proceeds to

tell subscribers what's in it
for THEM.

Lead in with your most

important value
propositions and benefits.
Email 1 - Section 3

Letting customers build

their own bundles is slick
way of boosting AOV.

If you have a lot variants or

complementary products,
let customers pick the ones
they want.

Another brand that does

an excellent job of this is
Obvi (check out their
website for inspo).
Email 1 - Section 4

This is a good way of

ending emails and we
recommend that ALL
emails should end this
way...

If a subscriber has read all

the way to the end, prompt
them to continue reading
more on your site!

Let them pick what they

want to learn more about.
Email 2 - Template

[title]
[product photo]

[personal story hook]

[value prop #1]

[value prop #2]

[mission statement]
[signature]
[CTA]

[sitelink extensions]
Email 2 - Section 1

This is the intro to Doughp's

founding story.

TBH, I think this is the only

'weak' link in their email
sequence.

The title doesn't really say

much, or set the context, or
even spark any curiosity.
Email 2 - Section 2

But the start to the story is

amazing!

Doughp's founder hooks

you in with vulnerability,
and sharing her love for
baking.

And then teasing a crucial

value prop of Doughp
(vegan ingredients).
Email 2 - Section 3

The story ends on a sweet

note, with Kelsey perfectly
framing her mission
statement.

Ending with her signature

also adds a personal touch
(I love it!)

Adding her headshot beside

it would be a sweet addition.
Email 2 - Section 4

The second email ends the

same way as the first one,
with sitelinks that take the
reader back to Doughp's
website if they wish to read
more.

This is definitely a 'best

practice' I'd endorse.
Email 3 - Template

[title]
[5-star badge]
[discount]
[CTA]

[review 1]

[review 2]

[review 3]

[press mention 1]

[press mention 2]

[press mention 3]

[instagram plug]

[CTA]
Email 3 - Section 1

This email leverages social

proof and authority,
starting strong by
highlighting they have
4,500 5-star reviews!

And quickly reminds

subscribers their discount
code is still waiting.
Email 3 - Section 2

Great handpicked reviews!

The first one specifically

highlights 2 flavors (if you
don't know where to start).

The second one highlights

the variety of flavors and
different ways to consume
the cookie dough.

The third one highlights

excellent customers service.

I'd pick these over 1-liner

'SOOO DELICIOUSSS' reviews
any day.
Email 3 - Section 3

The next section contains

press mentions.

I've always seen 'Shark

Tank' and 'Dragons' Den'
mentions attract a
disproportionate amount
of interest from folks...

So if you've been on the

shows, make sure to milk it.
Email 3 - Section 4

Email 3 ends with a quick

invite to follow Dough on
instagram.
Email 3 - Template

[title]
[founding story]

[CTA]

[shark tank video]

[social cause 1]

[social cause 2]

[social cause 3]

[discount reminder]
[CTA]
Email 4 - Section 1

Email 4 begins by
summarizing the founding
story, mission statement,
and Doughp's journey to
Shark Tank.

Linking to the video is a

great idea. Note that
videos can't actually be
played in emails.
Email 4 - Section 2

Then email 4 continues on

to mention all the social
causes Doughp supports.
Email 4 - Section 3

The last section on email 4

reminds subscribers they
still have their 15% off
discount code active (with
another delicious image to
go with it!)
 That's all!

Head over to my profile and

subscribe if you want to be
notified when I drop my next
breakdown!

Khaled K. Bashir