Slovak supplement brand · 3 flows · 12 emails, written in Slovak
Project Optimal
Supplement emails usually shout, with countdowns and miracle claims. This brand's whole position is "no marketing, just science", so how do you make the emails prove it?
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.
Welcome 1
Promise: this brand sends no hype
Welcome 2
Teach: the label hides the form
Welcome 3
Proof that includes criticism
Welcome 4
First purchase decision
Elektrolyty 1
Confirm, make first use effortless
Elektrolyty 2
One decision: the dose
Elektrolyty 3
Why not just salt
Elektrolyty 4
Review ask, through questions
Sleep Support 1
Confirm and set expectations
Sleep Support 2
Teach the evening ritual
Sleep Support 3
Ten ingredients as a constellation
Sleep Support 4
Review ask and habit
The insight
The claim has to be the layout. Welcome 1 opens by striking through the exact words competitors use, such as "MEGA DÁVKA!!!" and "DETOX ZA 3 DNI", so the reader sees the promise instead of reading it.
Decisions I made
- Say what you won't send. Welcome 1 ends with a list of what subscribers will never get: countdowns and weekly "last chances".
- Show criticism on purpose. Welcome 3 quotes a critical review with the brand's reply.
- One big visual idea per email. "≠" for magnesium, a periodic table for minerals, a constellation for doses.
- One system, three moods. Cream for welcome, daylight blue for hydration, night violet for sleep.
What I'd measure
- Unsubscribe rate on Welcome 1
- Click rate on the product button
- Support questions about dose
- Review rate after email 4, and repeat orders at 30 and 60 days
Photography, packshots and logo belong to the brand. Figures in the designs come from the brand's site.