One mark of being an entrepreneur:
Seeking out ways to maximize mental performance.
Doing so means getting more done and making smarter decisions, both leading to business growth.
Productivity tactics and strategies are great. But what about food and drink?
None of those tactics and strategies work well when your diet’s sapping your energy and wrecking your focus.
Further:
What if the food/drink you consume is specifically designed for maximizing mental performance?
That’s what companies like Keto Brainz produce.
Not surprisingly, Keto Brainz writes good emails as well.
Case in point:
Their welcome email.
I break it down in this article.
Let’s get into it…
| Table of Contents |
| About Keto Brainz The Email: A Personal Welcome to the Brand The Subject Line: “Unlock Better Brain Health With Keto Brainz Nootropics! The Body Copy Takeaways What to Do Next |
About Keto Brainz
Keto Brainz is an eCommerce company selling keto-friendly, nootropic-heavy coffee, coffee creamers, and similar products.
If you aren’t in the know (and without getting into the science):
- Keto-friendly: Suitable for the Keto diet, a fat-loss-focused diet that emphasizes eating mostly fat and few carbs to enter a process called ketosis.
- Nootropic: Natural, semi-synthetic, and synthetic molecules allegedly offering brain benefits. These alleged benefits include consistent energy, improved focus, enhanced memory, and more.
The thought is that you put Keto Brainz creamer in your morning coffee — or perhaps drink Keto Brainz coffee — and enjoy the nootropic benefits…
Without breaking the Keto diet.
Another way people use Keto Brainz products is to go caffeine-free (whether with regular or Keto Brainz decaffeinated coffee) and add the Keto Brainz creamer.
This offers the focus/energy benefits of caffeine without, well, the caffeine.
Hey: You could even drink it with hot chocolate for a decadent yet brain-boosting drink, I suppose.
At the time of writing, their site appears to be down. However, you can buy their products on Amazon.
The Email: A Personal Welcome to the Brand
This is the first email in a physical product eCommerce welcome sequence:
Interesting structure at first glance. Images of the product, discount code, copy, and other elements. Seems like a lot of CTAs, but I think it’ll pull together fairly well.
Notice the color scheme. Very bold with the black and gold (wow, I’m a poet).
Brand colors are always great to include in your emails, but Keto Brainz made a great choice with their particular brand colors. Memorable. Lesson in there.
The Subject Line: “Unlock Better Brain Health With Keto Brainz Nootropics!
The subject line goes a small step beyond a typical “welcome to the brand” subject line:
Notice the formula:
Verb + benefit + with [PRODUCT]
I like how “unlock” is the verb, not “gain” or “improve”. It’s more particular and descriptive.
You aren’t just upping your brain health a little bit. Instead, that full mental performance and focus is locked behind a single door… and Keto Brainz has the key. A subtle way to make the benefits seem easy to access with the product.
Even adds a touch of exclusivity. EVERYONE can obtain this better brain health… but you are making the choice to accept the key to unlock it.
The Body Copy
The email starts with a warm, welcoming message and a clickable, prominent image of the product.
Clickable hero image, Keto Brainz’s slogan, a “big question” relevant to Keto Brainz’s values, and the discount code — all above the fold.
Thus, the most ready buyers will discover the image’s clickability… then click through and use their code to buy.
Great stuff.
That space after “Happy day” is likely a first name liquid field, but some technical errors stopped it from working. Just like the “Welcome Friend” email at the top. Most likely my bad.
As for the rest of this section…
Keto Brainz continues with their values and beliefs to solidify the relationship with the right new subscribers.
I like the “strong move!” phrase. Not for a technical reason… It just sounds cool.
The all caps is an interesting choice. It grabs attention and breaks up the text a bit.
Keto Brainz then compliments the customer and reassures them that they’re in the right place:
This lets Keto Brainz shift to “customer-centric” language (aka second-person, or “you” language).
This section also primes the customer’s mind (whoa, that’s meta) to want to buy from Keto Brainz.
It’s simple: Keto Brainz mentions the benefits their products offer… but in a format of pointing out what the customer is clearly seeking.
While complimenting them, of course.
Makes the customer feel smart and like they have found their “tribe”. And now, any time they think of Keto Brainz, they’re thinking about how the products are designed to maximize brain health and keep cognitive function going strong.
Keto Brainz closes the copy by stating how everything they do is in pursuit of their beliefs:
Notice the signoff— it’s casual. The founders’ first names, their titles, and the company name. All in italics.
Feels like a friend’s writing to you. Not a brand.
I’d recommend an explicit CTA here (or even making that last sentence a link) so the reader sees the buying opportunity.
Now that the copy closes, we get a new block — a blog post:
Personally, I’d avoid linking to more than one thing in a Welcome Sequence email.
But it is the first email in the sequence. So. assuming I’m sending at least four more emails, a blog post in the first one isn’t terrible.
After all, email’s about educating, building relationships, and making sales.
There’s plenty of science behind these products, so giving a little education shows customers how the products provide the benefits.
That means a higher chance of buying.
Speaking of buying, we get to the final block — a recommended product block:
I like how four different price points are included. AND that one of them is a buy-in-bulk deal. Appeals to customers of various budgets and commitment levels, so to speak.
Some want to buy in bulk immediately because they have already tried the stuff via a friend, for example. Others prefer their regular coffee and just want to try the creamer…
Although, later, maybe Keto Brainz will win them over as a coffee customer.
Takeaways
Here are some big takeaways:
1. The Copy Mechanics
The main takeaway is to use conversational copy. Write like a person (or, in this case, two people) to another person. Use line breaks as necessary to create natural pauses and separate ideas.
The email also uses all caps, an interesting style choice. It’s a different but perfectly viable way to emphasize specific words/phrases/sentences — as long as it’s voice-consistent.
Finally, I think Keto Brainz has a nice mix of first- and second-person language here. Brands have to talk about themselves in their welcome emails, but, like Keto Brainz, you want to involve the customer in the conversation.
One thing I’d add is a CTA in the copy section. Keto Brainz could link the “Change your brain. Change your LIFE” to their flagship product or even their “all products” page. It’s an excellent little creative implicit CTA.
Still, a recommended product block sits at the end, and the hero image is clickable.
2. The Email Structure
The structure is as follows:
- Welcome-focused hero image
- Discount code
- Body copy (short welcome message)
- Blog post
- Recommended product block
Main structure takeaway:
Bookend your emails with sales opportunities.
If you do more than plain text in a welcome email, get the discount + “welcome to the brand” message + a way to buy at the top…
And add another opportunity at the bottom.
In this case, that’s the clickable hero image (top) and the recommended product block.
3. The Overall Strategy
This piece does a nice job as a welcome email.
Sure, it gives a discount and offers some products. But there’s more to it:
It establishes what the brand is all about — creating a better life through optimal brain health — early on.
This is how you start customer retention on the front end. You’re more than just a company selling products. You’re a group on a mission, and the customer is invited to join that journey.
Showing the right customers who you are early gains their trust and keeps them around for the long term.
What to Do Next
- Get on my email list using the signup form below for more Email Breakdowns and other helpful marketing content.
- Share this with someone who might find it helpful.
- Reach out to me if you want help with your email marketing strategy.
- Check out Keto Brainz for some excellent keto nootropics that enhance focus, boost energy, improve productivity, and help you do your best!