A 21-day look at emails received from Society6, home to hundreds of thousands of artists from around the globe, uploading and selling their original works as 30+ premium consumer goods. What's great about their email strategy? What could they tweak a bit?

1. EMAIL STRATEGY TEARDOWN
Society6

2. Email strategy teardown?
So I’m a huge fan of Society6. I’ve bought a ton of products from them
in the past - mostly tapestries. Love their tapestries! But I’m also an
email marketing guru (not to toot my own horn).
So I had an idea - why not combine the two? Analyze their entire email
strategy from the view of a customer who knows a little bit about
email.
I subscribed to their newsletter and analyzed their entire strategy over
a three week span.

3. What I did
I subscribed to their
newsletter, abandoned a
cart, and most importantly,
purchased a tapestry of the
GOAT himself (AKA Tom
Brady).
What I did vs. what they did
What they did
They responded with a ton
of great emails. We got
triggered emails,
promotional emails, and
even some emails that
directed us to their cool blog
posts.

4. Steps
I’m going to break this teardown into three steps:
1. Email deep dive
2. Email strategy deep dive
3. Overview

5. Email strategy timeline

6. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime

7. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
What I did

8. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
What they did
What I did

9. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
What everything means
What they did
What I did

10. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
What everything means
What they did
What I did
3 weeks later

11. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day

12. Step 1: Email deep dive
▪ I’m going to start by analyzing the emails that we received from
Society6. Those emails include:
▫ Welcome email
▫ Promotional email
▫ Blog
▫ Order confirmation
▫ Abandoned cart email
▪ Back to the timeline

13. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
Let’s start by taking
a look at their
welcome email

14. Welcome email

15. Welcome email
I’m part of the club!!!

16. Welcome email
10% discount already?!?

17. Welcome email
Hitting me with this juicy
discount is a solid way to get
me across the finish line
early.

18. Welcome email
Try making this into a
button. Would be a good
A/B test.

19. Welcome email
Nice! I think I know
someone who would like a
Tom Brady tapestry. Easy
money!

20. Welcome email
And an awesome way to
grow your list.

21. Welcome email
These social links are rad!!

22. Welcome email
But what are these?

23. Welcome email
Super busy. I’m not
sure what I should
click on.

24. Welcome email
A lot of information. Try breaking it
up into three emails. You already
have everything you need.

25. Welcome email
Try doing it like this…

26. Welcome email
Email 1: Thanks for
joining the club and
offer discount.

27. Welcome email
Email 2: Introduce me to your other
amazing products and collections...

28. Welcome email
Email 3: Follow up by nudging me
towards your social links .

29. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
Now let’s move on to their
promotional emails.

30. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
Since they tend to send
two promotions a day,
let’s do a side by side.

31. 9:46am EST 8:01pm EST

32. 9:46am EST 8:01pm EST
Can you tell the difference??

33. 9:46am EST 8:01pm EST
No??

34. 9:46am EST 8:01pm EST
BOOM!!!!! Hitting us with a late
night discount.

35. 9:46am EST 8:01pm EST
You don’t think $6 off is good
enough?? Well what do you think
about 30%? Now drop the mic.

36. 9:46am EST 8:01pm EST
But one problem. I’m an
early sleeper and I just
missed the deal of the
century? Pretty bummed.

37. 9:46am EST 8:01pm EST
Time zone or location is a
great way to segment your
list when sending out a
newsletter promotion.

38. 9:46am EST 8:01pm EST
This will ensure that
Bostonians like me aren’t
missing out on some wicked
good deals.

39. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
Blog post time

40. Blog

41. Blog
Great touch to their strategy.

42. Blog
Gives you a break from all the
pillow promotions.

43. Blog
Very clean email providing a
lot of great content.

44. Blog
If you couldn’t tell, I’m a
tapestry guy.
Now I know some cool ways
to hang my tapestry. Like
using a rope for a cool design.

45. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
Now let’s dive into
their order
confirmation email

46. Order Confirmation

47. Order Confirmation
Can you guess what’s some of the
most valuable emails???
That’s right, order confirmations.

48. Order Confirmation
In fact, Experian found that order
confirmation emails generate
around $.75 per email.

49. Order Confirmation
Great looking email. It has
everything. You have...

50. Order Confirmation
… your order information. You
can also manage your orders
if you’d like...

51. Order Confirmation
… and some additional
promotions. Good cross
selling right there

52. Order Confirmation
… although I’m not really into
floral phone cases.

53. Order Confirmation
This is a great place to include
some product
recommendations.

54. Order Confirmation
You know I like Brady and
tapestries. Try selling me
some sports related Boston
products.

55. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
A G.O.A.T
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
A cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
And finally, their
abandoned cart
email

56. Abandoned
Cart

57. Abandoned
Cart
“Not so fast…” Good way to
utilize preheader text. Not a lot
of people use this.

58. Abandoned
Cart
Hmm what could I be
forgetting?? Ooo yeah, some
super rad tapestry of the
mountains

59. Abandoned
One click and I’m back at my
cart.
Cart

60. Abandoned
And in case I forgot, here’s a
picture of what’s in my cart.
Nice touch
Cart

61. Abandoned
Although the photo is a little
blurry.
Cart

62. Abandoned
Cart
And again, not a floral
phone case guy.

63. Abandoned
Cart
You know I like the
mountains. Maybe I’ll like
the nature blankets as
well.

64. Abandoned
Now let’s move onto email
strategy.
Cart

65. Step 2: Email strategy
▪ 21 day breakdown of their overall email strategy.
▪ I don’t want to overwhelm you, so I’m going to break the 3 weeks
down week by week. Each week I’ll take a different action.
▫ Week 1: Sign up for newsletter
▫ Week 2: Purchase a product
▫ Week 3: Abandon a cart
▪ I’ll then analyze their overall strategy

66. Week 1
Signing up for newsletter

67. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
Day 1: Sign up for newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog

68. BOOM! Immediately got a
stylish welcome email
Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog

69. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
One isn’t good enough. Make
this into a welcome series with a
discount ladder…

70. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
… If they don’t open or
purchase, send them another
email with a bigger discount…

71. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Check out all these promos I got!
I’m drowning in discounts!!!

72. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
2 in one day!!

73. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Society6 has a blog?! That’s awesome!

74. Week 2
Purchasing a tapestry

75. GOAT

76. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
Day 7: Purchase a tapestry
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped

77. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
Everything
Phew. my order is
confirmed!!!
Order
shipped

78. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
Everything
And it’s on it’s way!!
BRADY! BRADY! BRADY!
Order
shipped

79. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
6 promos this week.

80. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
They’re a big fan of
the “everything”
promotions.

81. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
And so am I

82. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
A G.O.A.T
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
And another blog
post to break
everything up.

83. Week 3
Abandon a cart

84. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
Day 14: Abandon a cart
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
P
V-Day
P
V-Day
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day

85. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
Ooo no I forgot
something! Thanks
for reminding me
that same day.
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day

86. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
Only 1 email?
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day

87. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
We’ve found that a
series of 3 emails
works best
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day

88. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
We recently posted a
great blog on what
those 3 emails should
contain. Check it out
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day

89. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
7 promotional
emails.

90. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
6 of those in the
last 3 days.

91. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a G.O.A.T
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
6 Valentine’s Day emails
is a little excessive.

92. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
If I haven’t bought after
day 2, then I probably
got my girlfriend
something else for V-
Day.

93. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
If you’re going to send this
many emails, make each
one relevant to what I’ve
viewed or purchased.

94. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
You guys have A LOT of
products which means
you have a lot of
potential content.

95. Society6 email strategy timeline
1 2 3 40 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Days
ActionEmails
Triggered
Newsletter
No email that day
Promotions
Abandoned Cart
Blog
Daytime
Nighttime
Signed up
for
newsletter
W
P
P
P
B
Welcome
Wall art
Blankets Pillows
Pillows
Blog
Purchasing
a GOAT
tapestry
P
Blankets
P
Blankets
Order
confirm
P
Everything
P
Everything
B
Blog
P
Everything
P
EverythingOrder
shipped
Abandon
a cart
P
Bath mats
B
Blog
B
Blog
B
Back
To bold
B
Blog
Abandon
Cart
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
P
V-Day
Use that content to
create great emails the
people want to read.

96. Step 3: Overview

97. What they did well
Society6 did a lot well.
They built their email strategy on a solid foundation. They’re sending
triggered emails, designing beautiful templates, and offering some
killer promotions on a daily basis.
All they have to do is build on that strong foundation.

98. What they can improve on
Triggered emails: Just going a little further with their triggered emails.
Turning their welcome and abandoned cart emails into a series.
Segmentation: This is a biggie for Society6. Segmenting based on
what the reader has viewed or purchased will help them be more
targeted and personal, ultimately increasing sales. Sending the same
email to everyone will raise unsubscribes, and maybe even worse,
cause recipients to stop opening emails. This could hurt deliverability.

99. Thanks for reading!
If you enjoyed it and would like to learn more, feel free to
reach out to me directly at phil.weltman@klaviyo.com