Shaun WhynachtBlue Cow Marketing Inc. · Founder of Blue Cow Marketing | Helping Small Businesses Clean Up Their Systems, Automate Their Marketing and Get Their Time Back

Milkhouse Candles - Newsletter Campaign

Name: Milkhouse Candles - Newsletter Campaign
Uploaded: 2016-07-08T23:47:23+00:00
Duration: 1 min 34 s
Channel: Shaun Whynacht
Description: In this presentation, Shaun Whynacht explains the design and execution of Milkhouse Candles' weekly "5 O'Clock Friday" email campaign. The campaign…

8 Jul 2016 · 2 min

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1:34

In this presentation, Shaun Whynacht explains the design and execution of Milkhouse Candles' weekly "5 O'Clock Friday" email campaign. The campaign begins with a website signup that collects a customer's first name and email, and uses an invisible HTML element to capture the current week of the year. Based on the week number, the subscriber is automatically tagged and entered into a pre‑built email sequence that delivers a themed recipe (e.g., a lemon basil and olive martini for week 39) at 4 PM Central / 5 PM Eastern each Friday. The email includes a printable recipe, an embedded blog post, and direct product purchase links. The initiative serves two purposes: providing tangible, lifestyle‑focused value to customers and keeping the Milkhouse brand top‑of‑mind, differentiating the candle company from competitors by aligning the brand with a relaxed Friday‑afternoon experience.

Chapters

So here's one of the things that we can do in the campaign builder. We built out a recipe, it's a 5 O'Clock Friday recipe, we're really excited about it. But in this campaign, what we've done is on our website we've asked the customer for first name and email. And what this campaign does is a customer signs up for our 5 O'Clock Friday, which is a free recipe every Friday they get based around a Milk House, inspired by Milk House fragrance. So we're asking for their first name, there's an invisible HTML element that records is what week of the year it is. And once we know what week of the year it is, then it signs them up to receive the email based on that week. So I'm gonna go in here, example, week 39 with our lemon basil and olive recipe. It tags them and sends them into this email campaign, and we can just take a look at this email. So at 4 PM Central time, which is 5 PM Eastern, customer is going to get this email. Here's a lemon basil and olive martini recipe. They can click to get a printable version. Our blog post is embedded within that. And of course they have the ability to purchase our products. So this has been fantastic for basically giving our customers something that is of value to them, but in the meantime for us brand-wise, it keeps us in front of them in ways that our competition really isn't doing right now. Because we're a candle company, but Candle is more about the lifestyle and enriching the experience of putting your feet up on a Friday afternoon. That's why we felt the, the 5 O'Clock Friday campaign was so great, and our customers are loving that.