The Company

Tabbeau Place is an online perfume brand that sells handcrafted unisex fragrances made with natural ingredients. The target audience consists of men and women ages 20-60 who enjoy luxurious, yet accessible scents.

The Challenge

Before working with the company, the CEO had just opened their store and wanted to grow their revenue with the goal of converting new email subscribers who hadn’t yet made a purchase. The company hadn’t done any previous email marketing and was hoping to drive sales through a nurture email flow.

The Solution

Using the brand’s friendly and approachable tone of voice, I created a welcome email flow providing content, education, and a discount to new email subscribers to get them excited about the products and encourage them to make purchases. This flow had an average open rate of 62.9%, a click rate of 8.07%, and a placed order rate of 3.10%.

This flow consists of:

1. Welcome Email: introduces the brand and products, provides a discount code, sets expectations for future emails, and includes a CTA to shop now.

Subject Line: Welcome to Tabbeau Place! Take 15% Off!

Preview Text: Luxury Perfume Made Accessible

2. About Us Email: Tells the story of how the founder started the brand, provides further information about the products, introduces the scents, and reminds subscribers of the discount code.

Subject Line: Embrace Your True Glow ✨

Preview Text: This Is What Tabbeau Is All About

3. Educational Email: Includes tips for choosing a fragrance, encouraging subscribers to either take their quiz to find their perfect scent or purchase the discovery set to try each fragrance before committing to a full-size bottle.

Subject Line: 3 Tips For Buying a Fragrance 🌸

Preview Text: Here's How to Choose Your Signature Scent

4. Social Media Promo Email: Uses the company’s fun tone of voice to encourage subscribers to follow the brand on social media and highlight the benefits of doing so. Includes clear CTAs to follow them on each social media platform.

Subject Line: Follow Us!

Preview Text: Let's Make It Official!

5. Best Sellers Email: Highlights best sellers to encourage non-buyers to purchase. Provides social proof with some glowing reviews and includes clear CTAs to shop for each best-selling fragrance.

Subject Line: Here's Why People ❤️ Tabbeau

Preview Text: Reviews From Our Happy Customers