Phyto-C is a premium skincare line whose advanced skin care regimens deliver clinically significant results for all skin types. A market leader in natural products skin care, their micro-batch formulations fuse the latest pharmaceutical science with nature's most powerful antioxidant ingredients.
The company aims to empower, restore, and instill confidence in all those who have lost it due to embarrassing skin imperfections. For Phyto-C, we created strategic automated email flows in line with this empowering brand vision.
Using automated email flows, Phyto-C sends relevant, personalised, and targeted emails in response to an action taken by their subscribers and customers. Their automated emails have driven 23% of the brand’s total sales over the past year.
In general, all welcome emails are opened at 4 times higher rate and generate 5 times the click-through rates than promotional emails. The Phyto-C welcome email starts building trust and anticipation right away with '25 years of natural, safe, and clinically proven skincare' and a customised wrinkle correction regime that promises to help 'gain back your confidence'. The regime features beautiful images of high quality products with options to shop at each step. Finally, a 10% coupon off their first order further entices the recipient to buy.
Customers abandon their carts for a variety of reasons. Distractions, indecision regarding the purchase, deciding to purchase an alternative from somewhere else are the most common. That's why in the Phyto-C Abandoned Cart sequence we remind the recipient of their pending purchase while including a special offer (free shipping) to encourage them to complete their purchase.
Different post-purchase emails are triggered after 1, 2 and 3 purchases. Each email flow thanks the buyer for their purchase, and segments the recipients by skin concern, so that they receive only the most relevant product recommendations. The sequence nurtures the buyer relationship further with social proof, recommendations and advice, becoming a Phyto-C VIP, and personalised messages from the CEO.
Unlike promotional emails, which are bulk distributions of the same marketing message, transactional emails are personalised and typically sent to individuals one at a time. And in general their open rates tend to be a lot higher than the average marketing email open rates. Clear, beautifully designed and on-brand transactional emails work to connect and deepen trust between Phyto-C and their customers.