Transactional
emails

Deleting an old Curology account

Patients can only have one account between Curology and Agency (Curology's sister brand).

Some people begin signing up for Curology, but never finish the process. If they later try to sign up for Agency, they’re blocked from continuing and have to contact Customer Success to help them resolve the issue.

Delete such a user’s existing Curology account (and all the medical info) when they start signing up for Agency. I wrote the email that lets the user know (so there aren’t any nasty surprises later down the line) and encourages them to continue signing up for Agency.

Context

Challenge

Solution

Re-subscription confirmation

Write an email that would be triggered by a patient resuming their Curology subscription.

This was a pretty straightforward email to write. I made sure to welcome them back, confirm that they’ve re-subscribed, let them know the next steps, and included suggestions for what to do in the meantime.

Challenge

Solution

A/B test: Personalizing the "abandoned cart" email

The current email doesn’t personalize the email at all, other than the patient’s first name. We neither talk about the different products we offer, nor give any visual overview. The current email instead focuses on the ingredients that the patient might get in their Custom Formula.

A/B test a new email that is more personalized to the patient. We know their skin type and concerns from their completed signup flow (although we can’t actually say “because you have oily skin” or similar due to HIPAA laws), so we also know what products we would recommend them.

Control: These patients received the current email with almost no personalization

Variant: These patients received the new email, which highlighted the Curology products we recommend based on their skin quiz

Challenge

Solution

Re-subscription test: Cancelled for financial reasons

We of course want patients to come back to Curology, but want to approach the topic delicately and with empathy. Our communications need to articulate the value props of re-subbing to Curology, and why we’re worth the money.

Create a net new email that positions Curology as a champion for the cancelled customer. We want to strike a balance between being empathetic and making a case why they should give Curology another chance.

Challenge

Solution

Allure x Curology partnership: Replacement request confirmation

Context

Due to a manufacturing error, some Allure subscribers received a Curology cleanser disguised as a moisturizer in their May 2020 box. We of course sent out moisturizers to everyone who accidentally got a cleanser, but they had to fill out a form first with their info.

Challenge

Write a confirmation email that’ll be triggered when a customer submits the Typeform request for a replacement moisturizer.

My thought process

Since some customers might (understandably) be upset about the mixup, I kept the email short and upbeat. The goal was to make the process as streamlined as possible for them, since the mistake was on us.

I made sure to mention that the email address they sent in had to match what was on the Allure account, in case some internet randos tried to swipe a free moisturizer.