MìLà specializes in delivering authentic Chinese street food to customers nationwide across the US. They strategically use their emails to introduce customers to their brand, re-engage those who abandon their carts, and offer transparency throughout the ordering process.

In MìLà's email welcome flow, customers receive a 10% discount for signing up, along with an introduction to the brand's mission and products. This includes showcasing chef-crafted, restaurant-quality dishes, emphasizing convenient meal heating options, and highlighting free nationwide shipping for orders above $99.

One day following the initial welcome flow email, customers receive a letter from the founder. This email emphasizes the brand's founding story, aiming to establish credibility for the products and build a deeper connection between customers and the brand's mission

When a customer leaves a product in their cart, they receive an abandoned cart email encouraging them to complete their purchase.

If no purchase is made after the initial abandoned cart email, MìLà follows up with another email, providing a 10% incentive for the customer's first order.

After a customer places an order, MìLà sends a branded order confirmation email. This email features a summary of the purchase and maintains consistent branding from their website, ensuring brand continuity in this often straight-forward email.

MìLà also promotes site-wide sales and gives exclusive offers to their email subscribers.

💡 KEY TAKEAWAYS:

• Consider a cohesive branded experience for all emails including transactional emails so they look like they came from the same brand
• Offer exclusive discounts or access to products when customers sign up for emails
• Use a welcome flow to introduce the brand's story and products and build credibility through the brand's story