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Analyzing Wild’s email flow: from free product to sale
Sometimes, offering a free product isn’t enough.
I’m a sucker for deals. Look, I’m Dutch, and we’re known to love a great discount.
So when an Instagram ad popped up with Wild offering two free travel deodorants… It caught my attention.
I knew there would be a catch. I advise and consult D2C brands for a living, of course, there is a catch.
And sure enough, there was. This time, it was the classic “you just need to cover shipping” deal.
I’ve noticed a recent rise in D2C brands being so certain of their product that they offer a certain product for free at the ‘cost’ of shipping, usually priced at £3 — £4.
I knew the truth:
- That would easily cover the costs of shipping, as well as part of the product costs
- BUT there was no way that was covering their ad costs. So my expectation was Wild was paying at least an extra £10 per customer
This means that they had to be confident that their product was good AND that their post-purchase communications would convert customers. I respected the confidence. I was sold, literally.