Cracking the Email Conversion: Lessons from Magic Spoon's Emails! 📨🔍

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Hey all today we are back with another brand’s strategy deep-dive. So let’s get started.

Magic Spoon, founded in 2019 by Gabi Lewis and Greg Sewitz, is revolutionizing the breakfast industry with its high-protein, low-carb, and keto-friendly cereals.

As of 2023, the company has achieved a valuation of $1.2 billion, experiencing rapid growth due to increasing demand for healthier breakfast options and a successful expansion into retail stores nationwide.

Today we will deep dive into Magic Spoon’s Email flow campaign to understand how they reinforce their brand and as a result drive more conversions. Let’s begin 👇

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Pop up

Magic Spoon leads off with a contest angle rather than a discount in their pop-up. This route can help prevent the expectation of discounting early on, which is something Magic Spoon likes to avoid.

The opt-in rate will potentially be higher than a discount offer, but conversion rates can be lower depending on the backend follow-up flow.

The design and copy are perfect.

1st Welcome email

Magic Spoon strengthens its brand identity with an engaging headline: "Do you believe in Magic?"

Notice the mid-level CTA "Try Now" at the top. It’s softer than "Buy Now" which we love.

The reviews answer KEY objections that users might have.

For example:

• Does it taste good?

• Is it diet-friendly? (Keto)

• Is it worth the money?  

Each review answers those questions - apply this to your own brand!

Magic Spoon also frequently includes images of people in their email visuals. While it might seem like a minor detail, adding a personal touch significantly enhances the overall impact.

2nd Welcome Email 

If the initial email doesn't lead to a conversion, Magic Spoon follows up with a welcoming message.

Immediately, they highlight essential benefits: Low carb, high protein.

The emphasis is on the variety pack, which is key to achieving a higher average order value and assists customers in discovering their preferred flavor.

Avoid promoting a single flavor too soon. If the consumer isn't a fan, they might abandon your brand altogether.

Instead, introduce several flavors. This way, even if they don't opt for the variety pack, they're informed about the range of options available.

Founder’s Story

Incorporating this element into your welcome series is crucial.

It effectively establishes an early connection between consumers and your brand.

This straightforward email addresses key points:

• The issue we identified.

• Our moment of realization.

• How we addressed the problem.

Observe the gentle CTA "Learn More."

This strategy smoothly transitions users from the email to your website, where they may proceed to make a purchase.

Sales Email

Up to this point, Magic Spoon has delivered all value-based content.

They established the brand, why they’re great, and why you should buy.

All this is done before providing any type of discount.

Every brand is different – some provide discounts in the first email while others, like Magic Spoon, want to establish themselves first.

This email comes eight days after signing up and the coupon is perfectly placed in this email.

The girl pointing towards the coupon is a nice touch as well.

Notice the time limit – just 48 hours.

Order Shipped Email

The estimated delivery date is showcased in its own box, which is more challenging to implement than you'd expect ,full credit to Magic spoon here!

While the transaction data is standard, it's presented in Magic Spoon colors. The graphics and floating cereal make this an exciting email to receive.

Cart Abandonment

They’ve probably had supply chain issues before so they’re getting ahead of it by stating "If you didn’t receive everything in your order, hang tight."

Again, it’s a great CX move and something ALL brands should apply if you’re having logistical issues.

Overall Magic Spoon's email series effectively introduces new subscribers to the brand. The emails use a conversational, personalized tone to highlight the product's health benefits, nutritional values, and positive customer testimonials.

The campaign also incorporates eye-catching visuals, limited-time offers, and clear calls-to-action to drive subscribers towards their first purchase. By building trust and showcasing the product's value proposition, the campaign nurtures leads and turns them into loyal Magic Spoon customers.