When you look at the most successful e-commerce brands nowadays, nearly all of them use a simple (yet highly effective) business model:
- A compelling acquisition offer on the front-end – a welcome kit, discount, or a free gift
- On the back-end, they sell a subscription
AG1 hooks you with a free Welcome Kit, then charges a monthly subscription.
Eight Sleep gives you $250 off their Pod, then signs you up for a sleep optimization plan.
Whoop sells you a $40 fitness band, then charges the same amount monthly.
Even beverage brands like Olipop, BRĒZ, and Neutonic try to get you on a subscription.
The reason is simple:
Successful brands know acquiring a customer is just the first step of the relationship.
When a Meta ad converts, they don’t lean back into their chairs, clap hands, and think, “job done.”
No no no…. now is where the fun begins!
Now it’s time for the back-end offer (the subscription) to shine and generate cashflow.
Today, we’ll look at a brand that does this extremely well.
Seed is a company that develops clinically-studied probiotics.
They operate a similar system: a welcome kit on the front-end, a subscription on the back-end.
Before we dive into it…
What is Emails That Sell?
Each week, I break down an email from a DTC e-commerce brand. Some of these brands are absolutely killing it when it comes to email marketing.
My goal with this series is to challenge conventional email marketing. Expect to learn different copywriting techniques, sales psychology, and consumer behavior — everything that moves you away from hard-selling discount campaigns and other mass-market tactics.
If you have an email you want me to break down, send it over to me on LinkedIn or at marketing@siimpettai.com.
Let’s get into it now:
First of all, I wanna give some props to the design team.
Seed’s emails always look sleek, simple, and easy on the eye.
If you’re looking for brands to take email design inspiration from, Seed might just be the one.
Now, let’s look at the hero section:
First of all, notice the triangle layout.
It guides your attention and makes the content easy to scan. I’m a big fan of that.
It’s always a bit tricky to add overlay text on a person’s face.
But the way Seed executed it here, it works.
I’m not quite sure about the copy though…
The headline, “Members get more” feels a bit generic to me.
It’s a pity because Seed’s emails usually capture interest right away (sometimes they crack number 2 jokes and add images of toilets in the hero, like they do here).
The same applies in the sub-heading:
“More balance. More rhythm. More vitality.”
Remember, many users don’t get past the hero section, which means you only have one chance to impress them.
And usually, that can only be achieved with compelling copy.
If I’m struggling with bloating, I’m probably not walking around thinking my belly needs more rhythm, or balance.
Those are buzzwords.
It just doesn’t make you go “I want this”.
And is it me or does it remind you of that TikTok meme?
More passion. More energy. More footwork.
You could’ve presented a relatable problem in the headline (e.g. Struggling with ___?) and then framed Seed as the solution in the sub-heading.
The call to action is smart though.
You should always have a big, fat CTA button in the hero section, and invite readers to take action right away.
Less effort = better
On to the bridge section:
“What’s in it for you?”
Yes baby, here we go!
That’s the question your emails should answer, especially if you’re doing a product highlight.
Visually, the box with the short bullets on the right works perfectly. It gives you an overview of what you get.
I would’ve elaborated even more on the products in the box.
I also like the way they’ve framed the CTA as “Start DS-01,” and not a generic “Shop now.”
What happens next is great:
You want to show the results other people have gotten. That’s social proof in action.
It took me a minute to notice the CTA. I think a bigger button, similar to the ones above, but with a white background, would’ve worked better here.
Lastly, they add a bit of urgency:
If you want to get someone to take action, give them a reason to act now.
Usually, when you give users a chance to delay decision-making, they will take it.
Yet by having a deadline for the offer, you’re pushing them to make a decision right away.
Solid email!
TL;DR
Key takeaway #1: Front-end offers bring customers in. Subscriptions make you money.
Key takeaway #2: The hero section needs to instantly resonate.
Key takeaway #3: Make your CTA loud and clear, especially in the hero.
Key takeaway #4: Always answer: “What’s in it for the customer?”
Key takeaway #5: Social proof builds trust.
Key takeaway #6: Urgency drives conversions. Attach your offer to a deadline.
What’s next
Go try Seed, especially if you’re struggling with bloating. Or at least get on their email list.
If you haven’t already, subscribe to my email list and get notified of every Emails That Sell analysis + my weekly newsletter.
