← All email work
Post-purchase · 4 emails
Magic Spoon
The first order is the riskiest moment in the relationship. How do you turn doubt about a $39 to $55 box into a second order?
Concept project: the brand did not commission this work. No performance results are claimed. Brand assets belong to the brand.
Hover an email to scroll it, click to open it, and scroll sideways for the whole flow.
Right after the order
Thank them and remove the doubt
On delivery
Make the first bowl work
A few days later
Soft subscribe-and-save offer
About two weeks in
Honest check-in and review ask
The insight
For a consumable, the second order is where the business is. Nothing has to be won in these emails. Something has to be protected and grown.
Decisions I made
- No price in the early emails. Repeating it reopens "was it worth it?"
- "Your order 1/4" in every header. A worried customer knows how many emails to expect.
- The guarantee sits in email 4. An unhappy customer finds the inbox before writing a public review.
What I'd measure
- Support contacts per 100 orders
- Second-order rate within 30 days
- Subscribe-and-save conversion
- Review rate and star mix