Act+Acre, a scalp-care health and beauty brand, leverages their emails to encourage conversion by providing tailored products, introducing product education, and building credibility through customer reviews.

In their welcome email, Act+Acre extends a warm welcome to subscribers by offering a 15% discount on their first purchase. They also introduce their best-selling products and provide insights into their brand's story and the expertise of their scalp care professionals. Additionally, each email footer consistently features three core offerings: a 20% subscription discount, a 30-day happiness guarantee, and a Buy Now Pay Later option.

The second email in their welcome series serves an educational purpose, emphasizing the importance of scalp care. For customers who have not yet utilized their 15% discount, Act+Acre reiterates this promotion in this email. They begin to introduce the scientific aspects behind their products and share information about clinical testing to establish credibility with customers.

After completing the quiz, customers receive an email containing their recommended product and additional items that complement the suggested product. Each product is accompanied by icons that their highlight key value propositions, simplifying the browsing experience for customers.

To announce new products, like Act+Acre's shower head, they send a dedicated email highlighting the product features and before & after customer images.

During the winter months (for customers who live in a part of the country with winter), Act+Acre sends specialized emails that educate customers about the significance of hydration for their hair and scalp. These emails may also feature customer reviews, showcasing the positive experiences of customers who purchased their Restorative Mask product.

As part of their welcome series, Act+Acre sends a results email, complete with before-and-after images and user-generated content (UGC) from their satisfied customers who have benefitted from using their products.

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💡 KEY TAKEAWAYS:

• Send a welcome email sequence within 1-3 days of subscribers signing up. Include a welcome discount, product education, and a personalized message from the founder if applicable.
• For brands offering routine-based products, show the advantages of using products together in a specialized bundle email to boost AOV.
• Highlight User-Generated Content (UGC) and Before & After images for science-backed products to demonstrate their effectiveness through social proof.