FIX8’S BRAND-BUILDING WELCOME EMAIL

Mid-pandemic, Jack toyed with the idea of packing up the copy life and starting a kombucha brand. Alas, that didn't end up happening. But we'd be lying if we said he doesn't still daydream about it at his desk from time to time. Anyway, we're big fans of Fix8's dedication to their brand message in this email. Really good stuff.

Fix8's tagline is "delicious, gut health drinks". And we deny anybody to even just skim this email and not walk away knowing that. The messaging discipline here is really impressive. Most brands try to tell you too many things at once in the welcome email. Tastes great! Here's our story! Free shipping! Good for the planet! Drag us into your primary inbox! All crammed into one email, wherever they can make it fit. Fix8 aren't doing that. They're using this email to do one thing and one thing only: make you believe their drinks taste great and are good for your gut. That's it. Which is wicked smart, because research consistently finds that a single message gives consumers a near-certain chance of taking that message away. If you add a second message, that chance they remember any of your messages drops to 65%. By the time you're squeezing in three or four different messages, and it's a coin toss whether they even remember your brand at that point. Which is what makes Fix8's deliberate one message at a time approach so clever. Add to that smart way they make gut health feel tangible with lines like "your guts will high-five you" and "feel great from the inside out". And wrapping it all up in this chatty, friendly tone with an on-brand discount code? Love it. Here's how to pinch this for your brand: check out your abandoned cart or welcome email and count how many different messages you're cramming in there. Can you reduce it down to just one? Your customers will remember you better if you can. (Brownie points if you brand your discount code to support that message.) And here's a bonus pro tip: one message doesn't have to mean one bit of information. So if you've got lots of stuff you need to say, can you wrap them up into one bigger message? Is there a red thread that connects all of your ideas in the email? Rewrite it with that big idea as the main takeaway and make all the other things supporting messages. It's a game-changer.