I love writing for wine & whisky.
Because there is so much story behind every bottle.
- What’s the concept behind this making?
- How was it created?
- What challenges did you face?
- What’s the look, smell, texture, taste?
- What’s the experience people will get?
Every bottle of whisky is bursting with artistry.
And I think whisky retailers are a perfect fit for –
A Fractional Welcome Sequence.
(ft. dekantā)
RECAP OF THE CHALLENGE [100WSC]
Before we dive in, here’s a quick recap for newcomers:
A while ago, my mentor told me that if you want to become the best in the world, all you have to do is do the thing EVERY SINGLE DAY.
Fine.
Here’s my journey to becoming the World’s #1 Welcome Sequence Guy For Ecommerce with the 100 Welcome Sequences Challenge [100WSC]
With that being said…
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BRAND INTRODUCTION
dekantā was founded in 2015 by Makiyo Masa. It’s the first e-commerce website selling Japan’s most renowned spirits.
You can find everything from:
- Rare Japanese whisky collections
- Newcomers in the whisky market
- And other Japanese spirits like Sake or Shochu
It’s heaven for whisky lovers who previously could not get their hands on these rare authentic bottles.
Welcome Sequence Strategy
WELCOME SEQUENCE STRUCTURE
Email 0 – Welcome Email w/ Origin Story
- Greeting
- Reaffirm subscription
- Discount code
- Origin Story (problem, challenge, mechanism)
- CTA
- Proof
- PS – Introduce best-sellers
Email 1 – Deliverability Booster
- Boost deliverability
- Get people to reply/click
- Segmenting
Email 2 – Framing The Problem
- Introduce the problem
- Why is Japanese whisky rare?
- Proof (w/ Objection handling)
Email 3 – Aspirational Identity (Shokunin)
- Using storytelling to connect “craftsmanship” with the brand
- The concept of Shokunin
- Curveball email that looks drastically different from sales emails
- PS – Proof (“Japanese whisky beat Scotch”)
Email 4 – Aspirational Identity (Wagyu Beef)
- Anchor the value of Japanese whisky to other premium products
- Wagyu beef – not just food; it’s a work of art
- Talk directly to our TA – collectors who want the rare & finest
Welcome Sequence Sample
Next Step
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