The messy email marketing from a $11M sex chocolate brand

Even giants stumble. This is Tabs Chocolate's current –and messy– email marketing strategy... and how (I think) it could be better.

The trigger: You go to their website, submit your email to claim a discount, add items to the shopping cart... and leave.

What happens next?

In just 5 days:

• You get sucked into 2 different email sequences + 2 campaigns

• They offer you 4 (four) different discounts

The result?

• Trust decreases.

• Confusion.

• Information overload.

• Lower performance.

The solution?

This could be solved by setting a few simple rules that prevent users already inside an email sequence from joining other sequences or receiving special deals.

The obvious choice is to push to close that abandoned cart. I'd personally wait to send the welcome sequence until that's finished. The same goes for special deals. Otherwise, seems like if you keep waiting, a better discount will always come.

PS: Yes, I'm a huge email marketing nerd. Currently building a curated database of email sequences to help people gain insights and inspiration: sendgoodemails.com