Unlock the Secrets Behind Casper's Email Marketing Success

Sponsored by

Find Best Apps for eCommerce || Newsletter

If you ever searched mattresses or pillows online then you must be familiar with Casper.

Casper, founded in 2014 by Philip Krim, Neil Parikh, T. Luke Sherwin, and Jeff Chapin, is a direct to consumer sleep company that offers a range of innovative sleep products, including mattresses, pillows, and bedding.

With a valuation of over $1.1 billion, Casper has disrupted the traditional mattress industry by offering high quality products at affordable prices, convenient delivery, and a 100 night risk free trial.

Today, Casper is one of the fastest growing D2C brands, with over $500 million in annual revenue and a presence in over 2,000 retail stores across the US and Canada.

Today we will be looking at some of the amazing Casper email strategies that make them stand out from their competitors.

Send products to Influencers and 5X revenue!

Drive traffic to your Amazon store with influencer partnerships and 5X revenue. Boost your sales with our unique approach to influencers and UGC. Carefully selected micro influencers purchase your product and get reimbursed for their expenses only if they complete a social promotion.

See how brands like Unilever and Magic Spoon have been able to 5X revenue in 2 months and decrease ad costs using Stack Influence.

2 Step Cart Abandonment Process to Retarget users

First email

If you leave items in your cart, you'll receive a gentle reminder in the form of a first cart recovery email, sent a day later, aimed at re-engaging you and encouraging completion of your purchase.

In it, Casper will prompt the user to complete their purchase. That's standard. However, beneath the call to action, there was a GIF addressing frequently asked questions and an invitation for the user to reach out with any inquiries.

Inviting abandoning visitors to reach out isn’t just an example of great customer service; it’s also an effective strategy for overcoming potential objections that weren’t addressed during a prospect’s first visit. Additionally, Casper provides multiple ways to get in touch, ensuring it’s as easy as possible for you to have your questions answered and complete your order.

2nd Email

If the user did not find the first email convincing enough to make a purchase, Casper strategically follows up with a second one.

In this email, Casper emphasizes the unbeatable guarantee, making it as easy as possible for me to complete my purchase.

And what is that unbeatable guarantee ?

What stands out about Casper is their skill in identifying their unique strengths, such as the 100-night free trial, and effectively utilizing these advantages at every stage of their marketing. This highlights an important lesson:

Even if you can't match your competitors in areas like free shipping or 3month guarantees, you can still highlight what makes your business unique and continuously remind your prospects.

Key Takeaway : If you own an online store and send cart recovery emails, provide prospective buyers with an opportunity to contact you. Then, help them overcome any objections they may have so they can proceed with their purchase.

Building a Referral network of existing users

Casper has integrated a referral engine into their post purchase email marketing, inviting customers to refer friends.

Here’s how it works:

After purchasing from Casper, you receive an order confirmation email. That’s standard. But here’s the interesting part…

In the email footer, there’s a referral link inviting you to refer friends and earn rewards.

This sparks curiosity since the rewards aren’t specified, enticing you to click through to learn more.

When you click “Learn More,” you’re redirected to a page on Casper’s site offering an Amazon gift card for each referral you make.

The best part?

They make sharing incredibly easy, tailored to your preferred platform

For example, if you click “Email,” Casper triggers a prewritten email so you don’t even have to write the message yourself.

This saves you time and makes it simple to share your experience.

Key Takeaway:

Your customers are your best salespeople. Invite them to refer others and incentivize them for doing so. While you might not be able to offer Amazon gift cards, you can provide something valuable, like a discount on a future purchase.

Getting Quality Reviews

In the beginning, as Casper was establishing its authority in the marketplace, they built their reputation by seeking reviews.

Here’s how it worked:

A few days after a customer made a purchase, Casper would send them an email inviting them to leave a review on their website.

Upon clicking the Call to Action, customers were redirected to Casper’s review page, where they were prompted to provide feedback through several guided questions.

Aware that consumers often write generic reviews, Casper directed customers to comment on specific areas important to the company, such as the unboxing experience and whether they would recommend Casper to a friend.

This strategy proved successful.

Casper now boasts hundreds of reviews covering these key aspects.

Today, Casper repurposes these reviews in their marketing efforts, particularly in onboarding emails. For instance, the fourth email you receive after signing up for updates features customer reviews.

No amount of marketing copy can compete with genuine customer praise. Therefore, incorporate positive reviews in your emails frequently.

Key Takeaway: 

Invite new customers to review their purchase after an appropriate amount of time. Guide them on what to focus on, addressing potential objections or highlighting specific areas. Then, repurpose those reviews throughout your marketing.

You must have realized how good Casper is when it comes to retargeting and postpurchasing flows through email marketing. Whether it’s showcasing their unique strength during retargeting or guiding users to write quality reviews Casper has mastered it all.These tactics can surely be replicated by other brands looking to improve their conversion rates.  

 And there you have it—Casper's playbook for email marketing success! Whether it's turning abandoned carts into customer love stories or transforming happy buyers into brand advocates, Casper's strategies are a masterclass in email wizardry.

Remember, in the game of email marketing, it's not just about being seen; it's about being remembered. So, take a leaf out of Casper's book, sprinkle some of your unique magic, and watch your sales soar. Until next time, may your open rates be high and your unsubscribe rates be low! Sweet dreams and happy emailing!