🧠 This welcome email from Jones Road Beauty has a lot to love (and some things I'd change). Here's the psychology behind what works & what doesn't 👇
You can watch the video breakdown below, or keep reading for a summary.
1. Subject Line
✅ This subject line speaks to a common pain point with this viral product - if you don’t “break the seal” on the Jones Road Miracle Balm, you won’t have a good product experience (something unique to this product).
❌ No personalization in the subject line: Some low-hanging fruit worth testing.
🧠 Cocktail Party Effect: We pay more attention to personal and personalized information, like our names.
2. Header Image / Gif
🧠 Picture Superiority Effect: Images convey more meaning and are more easily understood than words.
3. CTA ("Watch Bobbi Break the Seal")
A personal connection with Bobbi is important because her involvement is what attracts many folks to this brand.
❌ When you follow this link it doesn’t actually show Bobbi breaking the seal. It goes to an IG reel showing the different shades of Miracle Balm.
🧠 Parasocial Relationships: These are one-sided relationships that form between an audience and performers (or in this case, a celebrity make-up artist).
4. Body Copy
4. Bottom Section
❌ This is potentially distracting to include in the email - depending on the priority this would be stronger as a standalone email (especially as there seems to be a repetition of emails that address this “break the seal” pain point in their Welcome journey). Something worth testing.
Choice Hacking 3S Framework Score:
⭐ 4/5 This email is about product education, not a hard CTA.
The design is a bit crowded and the CTA itself ("Watch Bobbi break the seal") isn't actually paid off. But it's now clear how I'm supposed to use the product.
🧠 Salient: Is this email easy to pay attention to and remember?
⭐ 4/5 The headline gif image is salient and eye-catching.
The header gif does so much heavy lifting that the rest of the email isn't really necessary.
❤️ Soulful: Is this email easy to love and emotionally engaging?
⭐ 3/5 The personal connection isn't here for me in this email.
Legendary makeup artist Bobbi Brown is the face of the brand, so I would've liked to see more of her face/name/presence in this welcome email.