📦 Email breakdown that smells!
May 21, 2023
Content Tag


Saturday, January 15, 2022

…no words. Just pure truth right here

In this newsletter, you’ll find: 👇

Brand Breakdown Part 2: Who Gives a Crap (Email)

Today, we’ve got our Email Marketing hats on 🤠 as we dive into Who Gives A Crap’s Welcome Series and Post-Purchase flows.

Find a comfy seat for this one! 🚽

Read till the end to access exclusive DTC swag. 😎

👉 If a pal forwarded this to you, subscribe, so you never miss out. And be sure to follow us on Twitter and LinkedIn.


Offer Pop-Up

Who Gives a Crap starts their Welcome Series flow with a $10 off subscription offer. The code is auto-applied at checkout, which could improve onsite conversion.

(However, one thing to note: This is not a unique offer to the popup. Anyone who adds a subscription to their cart is given the same promo code to use at checkout.)

We’d also recommend testing a pop-up with an image of the product or adding in a human element (i.e a face!)

Welcome Email 1

Right off the bat, Who Gives a Crap’s emails are dressed to impress. 🤵 The design is on-brand, clean, and optimized for UX.

The message of the email is on-point, too. It welcomes you, explains the brand, and sets expectations for future emails.

You can also tell social equity and environmental causes are a big part of their brand ethos right away. Two of the three trust icons focus on social/sustainability aspects, and they direct shoppers to learn more about their mission.

We also noticed two themes throughout Who Gives a Crap’s emails:

  1. Testing top nav banner links. Check out their top nav banner where they highlight different products. Chances are, they’re using click data to further segment customers based on what products they’re interested in.
  2. Testing hard/soft CTAs. In this email, the first CTA is hard transactional (Shop Now), while the second is a softer value-based sell (Stock Up). They might be testing these to see which performs best or providing a hard/soft offer in each email. This is a theme we noticed throughout.

Welcome Email 2

The second email we received is an example of a strong benefits-based email.

This can be a good strategy to use in place of an offer for brands that prefer to focus on “perceived value” versus transactional value (such as a discount).

We love that it’s simple and easy to understand. The UGC feature also adds an element of brand credibility and social proof.

Notice how the colors change slightly throughout Who Give a Crap’s emails, but at least one of their main brand colors always remains prominent.

This provides some visual variety without cannibalizing brand recognition! 👏

Welcome Email 5

Who Gives a Crap finally drops an offer in the fifth email of their Welcome Series, which is likely only sent to subscribers that haven’t converted in previous emails.

The discount code they use is unique, which can help prevent duplication (impressive that they coded this into their brand theme, btw!).

We’d recommend testing an offer earlier in the flow, depending on this brand’s sensitivity to discounting.

PS: We love the pun in the disclaimer… and then making fun of said pun in the next line. 😂


Scale School: Facebook & Instagram Ads now features full unit on User Generated Content (UGC)

Scale School is the 5 module, 7+ hour course that we created in partnership with Pilothouse Digital.

UGC is what works best for every account we run, including the ads we run for DTC subscribers.

This new module is taught by Angela, Head of UGC for Pilothouse and in it, she explains our system for finding creators, approaching them, and working with them to create content that will leapfrog your campaigns to a whole new level. Angela will walk you through some of our top UGC winners and explain exactly what makes them tick, so you can easily replicate them.

Scale School already teaches you everything you need to know to confidentlyscale Facebook Ads in the post iOS14.5 world, and with this new unit on UGC, you’ll have a whole new kind of rocket fuel to launch your brand to the moon in 2022.

Sign up for Scale School Today!


First Buyer Post-Purchase Email

This email gets sent after a customer makes their first purchase (right after the transactional order confirmation).

It accomplishes several things:

  • Reduces buyer’s remorse by reminding you how much good your purchase will do for the world.
  • Builds brand affinity by highlighting their greater sustainability mission (besides just selling you TP).
  • Increases referrals with Refer a Friend program in both the top nav and bottom of the email.

Transactional Emails

Who Gives a Crap’s transactional emails go above and beyond what we see from most brands. 🚀

They’re well-designed, on-brand, and consistent—keeping the customer experience optimized throughout the entire email journey.

(In fact, these emails are so well-designed, it’s clearly the work of an experienced HTML coder.)

Order Confirmation:

This order confirmation email is basically a virtual high-five ✋ making the customer feel good about the purchase they just made (which reduces the chance of order cancellations).

It also does everything an order confirmation should technically do, including setting expectations for shipping timelines.

Packing Notification:

We love the use of iconography in this email, including the shipping truck at the top (watch how it moves throughout the next few emails).

Shipping Notification

We’re digging two strategic choices in this email:

  1. “Need help?” directs customers to the FAQs instead of directly to Customer Service, which can be an excellent choice to reduce inbound traffic for CS teams. (But a choice like this will depend on how much of a role customer service plays in your brand.)
  2. The use of social icons points customers to where they can share their unboxing experience once their package arrives and helps Who Gives a Crap drive more UGC content.

Out for Delivery:

The following email takes the social game to the next level, providing a tag for customers to use when posting their pics/vids, and sharing examples of UGC (oh look, another puppy! 🐶).

This is the perfect priming strategy to get shoppers thinking about sharing on social once their package arrives.

Delivery Notification:

A delivery email should accomplish two things: Let you know your package has been delivered and get you hyyyyped. 🙌 This does both.

We also have to give a head nod to this email's Refer a Friend promotion. The delivery email has an extremely high open rate for most brands, so the chances of customers seeing this are pretty darn good. Smart move.

We hope this analysis gave you some inspo for your own emails!

👋 Stay tuned for Part 3 of our brand breakdown on Who Gives a Crap — blog & social!


Upgrade your UGC

🙋‍♂️ DTC brands have turned to minisocial's UGC campaigns for a more targeted approach to content creation and micro-influencer campaign management.

👇The proof is in the pudding 👇

Once Upon a Farm regularly partners with minisocial to generate fully-licensed content which they leverage on organic social, acquisition, and

Olipop wanted to capture testimonial-style videos featuring people's "first sip" in order to showcase the wow factor of trying Olipop!

Hydrant turned to minisocial when launching new flavors to produce timely UGC style content, and since full usage rights are baked in, they can share the content with their retail partners.

👉 Want to learn more? Find a time to connect with their team or check out their case studies here.

DTC Newsletter readers get 15% off their first campaign. Just mention this ad.


🏋️‍♂️ OWYN: standing for ‘Only What You Need’ OWYN brings clean protein shakes to the market. With a variety of flavors and allergen-free shakes, you’re sure to find one for everyone!

🥗 Plantui: Has the winter taken your garden (and food) down a notch? Plantui’s indoor garden makes sure you have everything you need for the perfect salad any time of the year.

☕️ Allways Coffee: We’ve always heard that Australian coffee is better… but now, if you’re in the US, you can finally try it! Check out Allway’s subscription program to ensure you have the coffee you want when you need it.


🍫 Muddy Bites CEO Jarod Steffes on Growing 1000% YOY By Delivering Delight and Mastering Memes.

🍽 The New Non-Profit Growth Model: Wellfare CEO Cole Riley on Food Security and $12 Million Economic Impact.

🤰 Paul Singh from Bump Health on Becoming a Distribution Company and the Road to $200B.

🐶 Chippin Pet CEO Haley Russell on Crickets, Carp, and Global Warming.

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Thomas Schreiber, Kelsey Hess, and Rebecca Knight.

Was this email forwarded to you? Sign up here.


🚀 Advertise in DTC Newsletter.

💰Check out our course on Facebook and Instagram ads!

📥 Work for The DTC Newsletter: Send an email to Thomas, thomas@directtoconsumer.co, if you’re interested in writing for us!

Get Exclusive Digital Marketing Content From DTC

By signing up you agree to our terms of use