> case_03 · email audit · uk skincare_
Strong sign up, then silence.
Where My Skin Feels, a Brighton brand for sensitive and eczema prone skin, loses customers after they subscribe.
Snapshot
The case at a glance.
> audit.compare(competitors)
What I observed, side by side with competitors.
Same email address, same full cart, three UK skincare brands. Then I logged every email that arrived.
FINDINGS COMPARED
Uses email marketing?
Whether each brand has an active sign up, and which emails it sends: a welcome, a cart reminder, or both.
Social media and website
The website and Instagram account of each brand, the places a new customer is most likely to meet it first.
Sign up methods and visibility
Where the sign up form sits, how easy it is to spot, the first offer it shows, and every step from website to inbox.
What arrived after sign up
Every email logged after subscribing and after leaving a full cart: what was sent, when, and what it said.
> fixes.prioritise()
Three fixes, in the order that pays back fastest.
Ask one skin concern question at sign up
So every later email can speak to her skin, not the whole catalogue.
Start a 3 email abandoned cart flow
The highest intent shoppers currently get no reminder at all.
Turn one welcome email into a 3 email series
Room to tell the brand story and build trust before asking for the sale.