Lifecycle newsletter
Woof woof.
Background
Note: at the time of this email, the world was in the early stages of the COVID-19 pandemic, and California had just gone into lockdown.)
In lieu of yet another “in these unprecedented times…” email from brands you didn’t even know had your email address, we decided to launch a Curology newsletter—designed to be lighthearted and to bring a smile to the user’s face. In fancier words, we wanted to elevate the user’s brand affinity by highlighting new, fresh content.
Curology pups
Context
Our very first newsletter focused on one of my favorite things in the world: dogs! We asked Curology employees to send in pictures of their furry friends posing with custom formula bottles—and they delivered. We got over a hundred pictures (of dogs, cats, and even a rabbit), which made for a very exciting Slack thread.
Short answer: dogs!
Longer answer: create a fun, lighthearted email designed to just make readers smile, without any hard product push that may cheapen the experience overall. We created 3 variations of the email, to be sent to current patients, non-patients, and canceled patients, all directing to this Instagram post.
Solution
Users have been likely flooded with heavy news, and could use something to distract, entertain, and comfort them. (Note: at the time of this email, the world was in the early stages of the COVID-19 pandemic, and California had just gone into lockdown.)
Challenge
<1% PT cancellation conversion (for reference, average cancellation rate from email opens is 1-2% for this kind of email)
Within 24 hours of receiving the email,
475 patients canceled
640 non-patients completed signup
530 canceled patients resubscribed
Open rate:
Current patients – 39.75% (354,537 total sends)
Non-patients – 26.05% (508,109 total sends)
Canceled patients – 28.77% (575,943 total sends)
Results
bay area, ca