Clif Bar’s email marketing strategy
As a direct competitor of Nature’s Bakery, Clif Bar offers healthy snack bars emphasizes health and nutrition to convenience as well as specific dietary preferences. Similar to Nature’s Bakery, it targets various consumer segments such as athletes, individuals seeking convenient on-the-go snacks, and those with specific dietary needs.
I’m more familiar with Clif Bars compare to Nature’s Bakery, and I am especially into its web design because of its appealing red and white color schemes. Sign up and subscript to the website is extremely easy, they use pop-up windows to attract audience’s attention with a sign-up discount as soon as you land on the website. It doesn’t matter if you accidentally delete the pop-up, because there is a subscription option on the top right corner of the homepage, when you click on “subscribe” you will be redirected to the same welcome page as the pop-up.
This design is very straightforward and easy to navigate. But on the other hand, can be a little annoying if the consumer doesn’t have the intention to subscribe; since the pop-up appears too quickly and occupies a large portion of the screen, which makes it hard to be ignored.
After signing up, I was redirected to the “My Account” Page, which was rather redundant in my perspective because users who have just signed up for a subscription don’t have any orders to look up; jumping directly to the product shopping page might be more convenient for them.
I received both a confirmation letter and a welcoming email within the next 15 minutes. The welcome email is not very long, with not too much text, while the overall design is attractive.
It clarifies the discount, free shipping and send out the promo code at the very beginning which encourages purchase. Sections of the email are organized by the three product categories that the brand sells which are “Clif”, “Clif Kid” and “Luna”. Each section has a graphic introduction as well as a portal that allows you to navigate directly to the corresponding product shopping page.
This welcoming email is indeed using the email best practices because it includes valuable contends, engaging design which sets an energetic tone of the brand, and helps create a positive first impression. However, the frequency of the emails sent is relatively low since I haven’t received any other email this week.
It’s hard for me to make a complete judgment about Clif Bar’s email marketing strategy with just the two emails I received. But from what I’ve seen so far, Clif’s email marketing delivers content, promotions, and information that matches the recipient’s interests and needs. The welcoming email includes clear and attention-grabbing subject line that entice people to open. The visual appeal is also well-designed and easy to read, with colors matching the brand identity. More importantly, it contains a compelling CTA that directs the recipient on the action of purchase.
Moving forward, I hope to receive emails with a balanced frequency which involves targeted content to improve engagement and more personalization such as name and tailor contents according to my interest and behavior.
