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The Challenge
Botanica had a growing email list but their generic welcome email wasn't driving sales. New subscribers received a single 'Thanks for subscribing' message and then silence for weeks.
The Solution
I designed a strategic 5-email nurture sequence that built trust, educated subscribers on the brand's unique approach, and guided them naturally toward their first purchase.
24%
Conversion Rate
+156%
Email Revenue
58%
Open Rate
-15%
Unsubscribes
The Challenge
Botanica Skincare had built a beautiful brand around science-backed, sustainable skincare. Their products were exceptional, and they’d grown a solid following on Instagram.
The problem? Their email list of 12,000 subscribers was essentially dormant. The only email new subscribers received was a bland “Thanks for joining our list” message. No personality. No value. No reason to buy.
Meanwhile, they were spending money on ads to acquire these subscribers, then leaving money on the table by not nurturing them.
The Strategy
I proposed a 5-email welcome sequence with a clear goal: transform a stranger into a customer within 10 days.
Each email had a specific job:
- Welcome + Brand Story — Introduce the founders and their “why”
- Education — Explain their unique approach to formulation
- Social Proof — Share real customer transformations
- Objection Handling — Address common hesitations
- Offer — Time-sensitive first-purchase incentive
The tone matched their Instagram presence: warm, knowledgeable, like getting skincare advice from a smart friend.
Sample Email Snippet
Here’s an excerpt from Email 3 (Social Proof):
“Meet Jamie. Six months ago, she almost gave up on finding a moisturizer that didn’t make her combination skin freak out. Now she texts her friends unsolicited photos of her clear skin. (We’ve seen the screenshots. It’s a lot.)Here’s what changed…”
The Results
The sequence launched in October. Within 60 days:
- 24% of new subscribers made their first purchase
- Email revenue increased 156% compared to the previous quarter
- Open rates averaged 58% across the sequence
- Unsubscribe rate dropped 15% (because subscribers actually wanted to hear from them)
The sequence now runs automatically, generating consistent revenue without any ongoing effort from the Botanica team.