I audited 50+ email journeys and out of that Peloton’s is the best one. Here is why
I am personally on a mission to understand how leading ecommerce businesses create their email journeys to fuel their 💰 💰 💰 and customer retention as part of a Saas platform that I am building to help ecommerce business come up with their own email marketing copy in minutes.
While I audited 50 or more ecommerce businesses email journeys, Peloton’s one stood out from the rest. If by any chance you don’t know about Peloton it is at-home bikes to in-person fitness company that is top of their categories. Throughout the email journey I felt their goal was to engage with potential customers and onboard them into a productive workout experience.
1. Sign-up process
The opt-in form for Peloton’s email list is in the bottom right corner of their webpage. It’s not flashy but visible. It’s clear that their main call-to-action on the website is “Get the Bike,” so it makes sense that they don’t emphasis too much on the email subscription bar.
2. The welcome email
The email primarily focuses on the 30-day free home trial which is essentially removing objections from the customer minds and setting expectations that there is nothing to lose even if the customer decide not to go ahead after 30 days.
3. The social proof email
For second email, Peloton take advantage of the social proof to back their previous claims (30-day free trial email). Often times, people need to see how other people are using the product and Peloton does this right away by connecting current customers with potential new customers which not only builds trust but credibility towards the brand.
4. The additional offer
I didn’t receive any email from Peloton after the second email until I went back to it and clicked on the link. Peloton is using behavior tracking which is a great way to understand when your subscribers are close to buying the product and providing them with the content they need to take next steps. Peloton does this by providing a limited time offer of cycling shoes and a simple email announcement for the discount weekend.
5. The value reminder
Subscribers don’t usually understand the product’s value in the first instance that is when a nurturing email comes in and the above email is a great example of that. Continue to expand on providing your product value to subscribers and over time it will help them to align the values with personal goals.
6. The ride challenge email
This is the email when users purchase the product and sign up for a ride challenge which is a great way to make consumers register and be part of the community as well as make people promote on social media.
If you have read all the way through this then you are awesome. If you are inspired by Peloton’s email marketing and want to set one for yourself then check out Skripts which can help you come up with great email marketing content.
