DTC Patterns | Graza's Email Marketing and Unboxing Drizzles with Inspiration

Graza?makes real extra virgin oil from olives that are harvested early (fall or winter) and pressed immediately after so the oil stays fresh. They bring their memorable, larger-than-life branding into in their email marketing through their welcome flow, post-purchase series, and marketing emails.

On their first welcome email, Graza offers customers free shipping for signing up with the code FIRSTSQUEEZE. While their email looks like it has all custom fonts and graphics, they strategically make the discount code be easily copied through live text.

Graza welcomes customers to their email with their biggest value prop, ‘squeezed, not saved’ which keeps their olive oil always fresh and never blended. They use this email to introduce their two products and offer inspiration through UGC.?

Graza’s second welcome series email is a letter from the founders including why they started the company and the problem they were looking to solve. This straight-forward email reinforce’s the founder’s commitment to their mission and hyperlinks their bundle to encourage customers to start shopping.

Once a customer places an order, Graza encourages them to write a review with an email titled ‘Do You Love It’. The email is customized for the customer using their name and the product they purchased.

After a month of owning the product, the brand sends a reminder to purchase a refill so that customers never go without Graza olive oil in their pantry again.

Knowing that olive oil has many uses, Graza celebrates this through a ‘Why not’ UGC email. In this email, they highlight customers using the products through images drinking directly out of the bottle, cooking, and even using it in their hair.

After a few months of using Graza, the company sends a refill email reminding customers to buy more. The email features a branded chart that guides customers to either a one-time and subscription purchase.

They also create a memorable experience for their customers starting when the package arrives at their doorstep.

Immediately upon receiving the package, customers can see the bright green tape with the branded illustrations wrapping the box. The logo and icon are wrapped around the sides as well in an oversized font.

Upon opening the box, Graza's tagline “always fresh, never blended single origin’ is stamped in a badge above a statement about their mission for olive oil.?

Graza's products get customers excited to use them through the bright labels, large typography, and illustrations. The description of the olive oil’s use is also right on the packaging for finishing oil vs cooking oil so customers can easily distinguish between them in their closet.

On the back of the product, Graza shares a secret about olives and a fun fact for customers so they are always encouraged to keep learning more about the process of making olive oil.?

When a customer is finished with their bottle, they make reordering easy through a conveniently placed QR code right at the bottom of the bottle.

Inside each box, Graza shares a printed mailer with instructions of how to enjoy and appreciate the olive oil. This includes what to do when you open it: Inhale the smell, try a small sip and notice the strong difference between the quality of this oil versus conventional olive oils.

Graza goes the extra mile and includes hidden messages for customers to get surprised by, such as ‘Whoah, nobody’s ever looked down here before, howdy’. This message is discoverable under all of the interior packaging, when you’re recycling your box.

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