Storytelling Weekly – #017 Hegen

In my experience…

There are two times in life when you become an easy touch:

1) When you’re getting married;

(because happy wife, happy life)

2) When you’re expecting.

When I found out my wife was pregnant, nothing felt too expensive. The price is irrelevant if it’s “supposedly” good for my wife or baby.

This was when I was introduced to Hegen – the Hermès in breastfeeding.

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these techniques in email.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

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Brand Introduction

Ecommerce Email Marketing - Hegen Logo

Hegen was founded in Singapore in 2015 by Yvon Bock.

In its first seven years, Hegen sold over 10 million bottles and 25 million teats, becoming Singapore’s 10th fastest-growing company.

The mission – make breastfeeding a sustainable and enjoyable journey.

Storytelling Tactics

If we’re to discuss about Hegen’s success, two things stand out:

1) Their attention to design.

Hegen is often called the Hermès in breast pumps & feeding bottles because of its design… and price. 😏

The color.

The finish.

The details.

You can spot a Hegen container from a mile away.

Hegen’s attention to detail helps them create countless user-generated content. For example, customers are always raving about:

  • Their baby will ONLY drink from a Hegen’s teat
    (because of how it imitates a real nipple)
  • The square design makes it stackable and space-saving
  • You can clean the containers without a brush (great for traveling)

But good design by itself isn’t enough.

Hegen turbocharges the result with another marketing strategy –

2) Get all the influencers to talk about their product.

It’s impossible to find one mommy influencer who doesn’t have an unboxing video for a Hegen breast pump or bottle.

A little search on YouTube will give you:

Ecommerce Email Marketing - Hegen Unbox

Sure, not every review is positive.

Some complain about Hegen’s price… or how many parts you must clean.


“There’s no such thing as bad publicity.”

– P.T. Barnum

Because discussion triggers curiosity…

…and curiosity is all you need.

When buying things for a newborn, the idea that there “might” be a potentially better choice in the market is IRRESISTIBLE.

Email Tip of The Week

When it comes to marketing, the Illusory Truth Effect is very real.

The illusory truth effect describes how when we’re repeatedly exposed to certain information, we are much (much) more likely to believe it’s true.

One way to make this happen is by collaborating with a lot of influencers.

Like Hegen.

Another way – a cheaper way – is to email your prospects more often.

(I recommend 4 to 7 times a week)

Because the more they hear from you… the more they’ll know about you… the more they’ll trust you… and the more they’ll buy from you.


We live in a very different world compared to 10 years ago.

The Internet has 100x the noise and competition.

If you want to sell more products, you must show up regularly.

While partnering with influencers is a great approach…

You should also utilize the “cost-effective” strategy of –

Sending more emails to your list.

Because if you send emails the right way (telling stories and building relationships), you’ll be amazed at how easily they can boost your sales.

Cheering for you,