My Email Journey of ZOA Energy Drinks
Email is still the best strategies for reaching out to more people in today’s world. It is crucial for Marketer to consider the customer experiences of the email journey. Here is my email journey of a rising beverage brand; ZOA Energy Drinks.
First Off, What is ZOA Energy Drinks Exactly?
ZOA Energy Drinks are a new line of energy drinks that hit the shelves in March of 2021 with actor and retired professional wrestler Dwayne “The Rock” Johnson helping to lead the charge as a co-founder. Claims have been made saying ZOA is “The first of its kind, healthy and immunity-supporting energy drink.”
Here the email journey begins.
The Sign-Up
5 seconds after I land on the website, it welcomed me with a popup. Hate it or not it is still one of the effective forms of marketing and it did save me some time searching for the email subscription option.
The First Email
Once I subscribe to ZOA Energy Drink, I received a welcome email right away. I like how the subject line (Welcome to ZOA-VERSE) immediately draws you in as well as they were clearly identified as welcome emails easy to identify in my crowded inbox. Along with the first email, I also received a 15% off coupon which came a little surprise to me because they didn’t mention it when I signed up. The email includes:
- Discount codes
- A prominent call to action (CTA) button
- A list of best sellers
Since welcome emails are opened at a much higher rate than typical marketing messages. ZOA Energy Drinks really took the advantage of it and made it into an effective conversion-focused email that encourages customers to take action.
The Second and Third Email
So far, I have only received two email besides the welcome email. According to the Campaign Monitor, the best frequency for newsletters are no more than twice a week and at least once a month. I assume they are trying to keep 1–2 times per week consistently which is a good frequency for a beverage brand.
The second and third email seemed to be a simple promotional email featuring one of their products with a call-to-action button. Both email give a brief description on the key ingredients as I scroll down and ends with the faces of the four founders.
How ZOA Can Make Its Email Marketing More Effective?
Offer a Clear Incentives
The popup could have mentioned the coupon as the signup reward. I have a separate email address just for online shopping and promotions, I sign up for pretty much everything if they say they will give me a discount if I do so. (and now I have 8000 unread emails…) People will be glad to give out some of their information if they know they get a little something out of it.
Exclusive Content Offerings
The content seemed to be repetitive. They mention the inclusion of several vitamins in every newsletter but no indication of how much. The list of “ essential amino” and “antioxidants” is just very vague. Even I hit the read more button, the website currently contains no information on calorie content or the types of sweeteners used in the product either. Since the brand is calming to be a “healthy and immunity-supporting energy drink, it will be much better if they could take one step further and educate the subscribers about the nutrition benefits that ZOA offers. I mean, who wants to keep subscribing to an email if they send out the same content every time?
Use Seasons and Holidays to Your Advantage
I’ve only subscribed to it for a week, but I wonder if their offerings change with the season. Does it go perfectly with camping in summer? Or maybe it is perfect for a cold winter morning run? At least I’m expecting to see deals toward the holiday season. This all goes back to creating an experience.
