How a change to Premama's discount follow-up email drove a 33% placed order rate increase

Premama, a supplement brand supporting women throughout their pregnancy journey, partnered with Fuel Made for a full-service email marketing project to create and optimize all flows and campaigns. By redesigning their discount follow-up email, we drove a 33% increase in placed orders.

  • +258% open rate
  • +11% click-through rate
  • +33% placed order rate
A smiling mother sitting on the floor reaching out to her baby who is sitting on a sofa in a modern living room.
Client Premama
Industry Health & Wellness
Website premamawellness.com

Fuel Made's Role

  • Strategy
  • Copywriting
  • Visual Design
  • List Growth
  • Full Service Email Marketing
Two-panel promotional email for Premama reading 'The FOMO was real', offering a 15% discount with code WELCOME and a button labeled 'Shop it (for real this time)' along with a note from The Premama Team. Before
Two-panel promotional email: left panel offers a fresh 15% discount code after a previous code expired, with a product image of Premama Balance and call-to-action button; right panel promotes Premama Balance and Conceive Bundle supplements with product images and a 'Shop with 15% off' button. After

our approach

Refreshed design that reflects the brand

We redesigned the email using Premama’s recognizable color palette, immediately creating a direct connection between the email and the brand.

Refined tone and messaging

We replaced the sarcastic “here’s another shot” tone with a more empathetic message. Starting with an apology about the original discount expiring, the extended discount feels like a gift being given to the customer. Also, extending the discount gives Premama a good reason to pop up in customers' inboxes again.

Optimized layout and hierarchy

We placed the CTA above the fold and expanded the layout to better showcase the discount and product categories, making it easier for subscribers to take immediate action.

Results

  • +258% Open rate
  • +11% Click-through rate
  • +33% Placed order rate
Three-panel promotional image: left panel titled 'Meet our little bundle of joy' shows bottles of prenatal vitamins against a teal background; center panel explains how to choose prenatal supplements with a checklist for omega-3 fatty acids and vitamin B12; right panel features a purple background promoting a 15% discount on postnatal vitamins with an image of a vitamin bottle and a call-to-action button.
Woman holding a dog.

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