Avoiding what they call the “pseudoscience” of aromatherapy and essential oils, the branding for Frankie & Myrrh includes blunt product names like Fight Foot Funk, Road Rage Reducer, and Hippie Go Lucky. For their marketing, Co-Founder Kim Wong says she wants all of the communications to mirror that straightforward approach and the personal feel of in-store customer interactions.
When Creative Marketing Director Luis Nunez was brought on board, the first thing he did was turn on their product retargeting emails. An email campaign targeting existing customers with a promo code tied to shopping holidays had been accidentally switched off.
“Six months to the day after we had mistakenly turned it off, we saw online sales went way down,” Kim says. Luis says once the automation was turned back on, the sales went up.
Using the success of the retargeting emails for their current audience as inspiration, Luis developed a plan for new customers as well. He has a welcome automation, which includes a landing page. Using button content blocks on the page, Luis writes different calls-to-action that speak to their customers’ potential aromatherapy needs. If the customer wants to “chill, unwind or sleep,” they are directed to the corresponding sprays and rollies. If the customer wants to “be awake and alert” they are sent to links for those products in the online store. The strategies are working, but Luis says what really gets him excited is the marketing potential with postcards.
“We had always talked about doing direct mail to advertise, but when Mailchimp came out with their postcards feature, we were like, ‘Oh, yeah, this is perfect,’” he says. “It’s so easy.”
With this mind, Luis has an abandoned cart postcard recipe he’s using with positive results. Here’s how it works:
“Anyone can send an email and say, ‘Hey, recover your cart,’ but it’s really special when we send out a physical card,” Luis says. “It adds to the customer experience—and it’s pretty good for business, too.”