Welcome · 5 emails + 1 plain text
Spice Witch
Chili crisp is crowded and easy to copy. How do you beat "just another chili oil" with someone who signed up for a deal?
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.
Email 1
Deliver the offer, get the first click
Email 2
One real review as courtroom evidence
Email 3
Explain which jar to buy first
Email 4
The origin story and a recipe
Email 5
Plain text from the founder
Email 6
Last call, as a magic trick
The insight
The flow doesn't sell heat. It sells a person and a joke that is true: a founder who is a magician's daughter, and a first jar whose googly-eye label became the logo.
Decisions I made
- One theatrical idea per email. Spell, courtroom, siblings, magic trick.
- A guided first purchase. The risk with a $24 jar is picking wrong, so a chooser does that work.
- A bundle ladder. The $60 free-shipping threshold becomes the way to raise order value.
What I'd measure
- Click rate by angle
- Reply rate on the plain-text email
- Order value and Box of 3 share
- A/B test: free mini honey vs % discount