Klaviyo redesign Herbolist

Herbolist — Email Briefing English-language email program · built for the paid-ads launch Why Herbolist first We're about to turn on paid ads. That sends cold traffic to the site — and email is the net that catches, converts, and retains it. Without the flows live, ad spend leaks: people click, don't buy on the first visit, and there's nothing to bring them back. Herbolist also has the clearest setup for this: unique products and a sharp problem it solves. And it's English-only, so one specialist can own the whole channel end to end. Current state — audit before you rebuild The flows already exist, but the money flows are producing €0. This is not just "old house style" — at €0 the cause is usually a broken trigger, segment, or conversion tracking, and restyling won't fix that. Working: Browse Abandonment (€10.50/recipient — strong), Collageen poeder. → proof that the audience and products convert when a flow actually fires. At €0 (the flows that should print money): Welcome Series, Checkout Abandonment, Cart Abandonment, Winback, Site Abandonment — and "Huid en haar pillen," a hero product, sits at €0. Flow sprawl: a row of dead single-product flows (Magnesium, Pink matcha, Proteine, etc.). Consolidate into one smart browse flow with dynamic product blocks instead of maintaining a dozen €0 flows. Likely conflict: "Celebrate your health!" and "Checkout Abandonment" both trigger on Checkout Started — pick one. First task (and a perfect proof of competence): audit → find why the money flows are at €0 → fix the plumbing → then rebuild Welcome + Abandonment in the new house style with the right incentives. Do this before ad spend scales. The core promise — everything ladders to this The secret to glowy skin & hair. Every email leads with the desire (glowing skin, fuller hair), positions our unique product as the secret/solution, and backs it with proof. This is also the angle the ads will run on — so email must continue the same promise (see "message match" below). Priority order (sequenced for paid traffic — not a normal build) Email capture — you can't email cold traffic you haven't captured. Top priority. Welcome flow — convert the cold lead with the glow promise + proof + first nudge. Abandoned checkout + browse — catch the paid clicks that added-to-cart or browsed but didn't buy. Expensive to lose. Post-purchase + replenishment — make ad spend pay back through reorders and LTV. Critical: paid acquisition only works if customers come back. Winback / sunset — later. 1. Email capture For cold paid traffic, the capture has to convert without leaning on discounts (premium positioning). Best fit: A "glow" quiz — e.g. "What's blocking your glow?" → captures email, segments by concern (skin vs hair), and personalizes the rec. Quizzes lift cold-traffic conversion and feed segmentation. Or the Glow Guide as a value-first lead magnet. If cold conversion needs a push, test a first-order gift/sample rather than a generic % discount — keeps the premium feel. 2. Welcome flow — the build (the most important flow for paid traffic) Cold leads need education + trust before they buy. Backbone of every email: glow · radiant skin · before/after · clinical studies. Hero products (collagen + skin & hair tablets) lead; everything else is cross-sell. Trigger: pop-up list / quiz completion. Must message-match the ads. Email 1 — The promise (immediate) Subject ideas: "The secret to glowy skin & hair" / "Your glow starts here" Deliver the capture promise (quiz result / Glow Guide). Lead with the desire — radiant skin, fuller hair — not product specs. Introduce Herbolist as the secret. Seed credibility with one before/after or star rating. CTA: see your result / shop the hero. (Introduce gift/incentive here if used.) Email 2 — Radiant skin, real results (Day 1–2) Subject: "Before & after: real glow" / "See the glow for yourself" The trust email. Before/afters, customer transformations, UGC — the gallery is the email. Centre on radiant skin (hair for the hair segment). CTA: shop the hero. Email 3 — Why it works: the science & clinical studies (Day 3–4) Subject: "Not all collagen is equal" / "The science behind the glow" Credibility + premium differentiation. Clinical studies + ingredient education (collagen peptides, biotin/zinc/selenium for skin/hair/nails). Why Herbolist's formula is different. This is where the clinical-studies pillar lives — compliance-checked. CTA: shop / learn more. Email 4 — The routine & results timeline (Day 5–6) Subject: "Radiant skin in [X] weeks" / "How to get your glow" Handle objections (does it work, how long, how to use). Position the hero as THE secret; set the results timeline ("glow builds over X weeks" — so they don't quit early); show the daily ritual; cross-sell the routine (collagen + skin & hair tablets together). CTA: build your routine. Email 5 — Join the glow (Day 7 — convert) Subject: "Join thousands glowing with Herbolist" / "Ready to glow?" Social proof + gentle urgency. Reviews, ratings, community, recap the promise. Personalize by quiz segment (skin vs hair). (Incentive expires here if used.) CTA: strong — start now. Segmentation: the quiz splits skin-focused vs hair-focused → emphasize accordingly through the flow. Compliance: clinical studies support the story, but claims still follow EU/NVWA. Biotin, zinc and selenium have approved skin/hair/nail claims — lean on those; collagen-beauty claims are restricted. Founder reviews all copy. 3–4. Conversion & retention flows Abandoned checkout/browse: remind + handle the real objections (does it actually work? how long until results? is it safe?) + proof. Post-purchase: how to use, what to expect, results timeline ("glow builds over X weeks" — sets expectations so they don't quit early), start the reorder habit. Replenishment: time it to when the product runs out (consumable) — pre-empt before they're empty. Content pillars (for flows + campaigns) Skin from within — collagen, elasticity, glow, hydration, "results in X weeks." Hair — thickness, shedding, growth. Ingredient education / myth-busting — the beauty-from-within science. Ritual — how & when to take, stacking. Before/afters + social proof / UGC — central to everything. References & style Design: Arrae (premium beauty format — not their gut/bloat content). Content: Vida Glow (premium collagen, beauty-from-within) for the editorial approach; NeoCell / Zoyava TikTok angles for hooks & before/after framing. Before/afters are central — build the templates around them. Ad–email message match (because ads are launching) The ad promise ("glowy skin & hair") must run unbroken through ad → landing page → welcome email: same hook, same proof, no disconnect. Brief the email specialist on the live ad angles so the welcome flow mirrors them — otherwise you pay to acquire a lead and then change the subject. Compliance Skin/hair claims are regulated even in English if selling into the EU. Biotin, zinc and selenium have approved claims for normal skin/hair/nails — lean on those. Many collagen-beauty claims are restricted. All copy reviewed by founder before send. Campaigns 2/week, English, drawn from the content pillars — heavy on before/afters and UGC, collagen-core, glow-led. Timing reminder Get capture + welcome + abandoned live before scaling ad spend. If the specialist isn't hired in time, build that minimum foundation first (or stagger the ad ramp) so no paid traffic falls through the net.