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Clue - Teardown



Hello and welcome, my name is Yuval Ackerman, I'm a copywriter and a strategist for femininity, wellness, and lifestyle brands.


Today we're going to have a look at Clue, which has this very nice app to track your period and ovulation. Full disclaimer - I've been using their freemium version for the past year or so, and it's been really helpful, but I wanted to take a look at their email strategy.


This is their homepage and you know, as an email strategist, one of the things that I would have liked to see here is some kind of a pop-up that redirects me to sign up, but that's not the case.


To actually find the email list I need to scroll all the way down here, which is almost at the bottom of this page. I get this very nice, friendly, welcome from a girl or a woman named Elena, who is going to send me a monthly newsletter.


So let me just type in my email address, and let me just talk briefly about the success message here. First of all, if it's Elena sending me this newsletter, I would have expected something like "I will send you a message" or something way more personal.


Also, I don't really see here a CTA... "we've sent you a message with a link to confirm your newsletter subscription". Doesn't tell me much, I would have expected them to be a bit more aggressive in a way, and say, "go to your inbox and confirm your subscription". Tell me what to do! People won't necessarily know unless you tell them.


Let me just look for their emails. You can see that I've subscribed a few times, and I'll tell you in a bit why. "You're almost there"... This is the first email that I get from them. "You're almost there please confirm your subscription". And then the CTA again, "confirm subscription" could have been better and less lazy.


The first thing that I see here is again, "Thanks, you will receive your first newsletter soon. Get started with these articles", and I'm trying to scroll here and besides those four articles, I don't see anything. So I don't know why is this (scrolling option) actually needed?


Let's go back to my email, and I want to show you the email that I've got from them which is opening with, "Hey there", and this is something that I want to touch on because they could have used this opportunity and ask me at least for my first name. And then I would get something way more personable.


So I don't have my name here. It kind of feels cold and too formal in a way. It says, "Thanks for subscribing to our monthly newsletter. Like all of our articles, the ones featured in our monthly newsletters are written by our science team". Okay, that's good. That's setting the expectations right from the get-go. So I already know that I'm going to receive the top picks of the month from their science team each and every month in the newsletter, and I'm going to receive it once a month. Okay, great.


Now, the second thing that I see here is kind of weird - "If this email landed in the promotions tab, add Clue to your contact list so that future newsletters can get sent directly to your inbox", which is a valid request, I would say. That's something that they should do, but the phrasing is a bit odd to me. What's the benefit for me to actually whitelist Clue's email address? Why should I do that to get the newsletter directly to my inbox? Where are the benefits?


I would've expected to see something like, "You would be able to track your period better", or, you know, "more about your menstrual health", or something like that. So I'm really missing value here. "Keep reading to find out more about our science team and what did they do while your first newsletter is on its way", which is something that I want to talk about very quickly.


So the first headline that I see here is introducing the science team, I would have loved to see something a bit more enticing than that. And then the first paragraph here is talking about them - the science scene. Interesting choice. I'm missing here something, I'm missing the value again. The only value that I see here, which is not very in-my-face is this sentence, which is their goal, "to help people make empowered choices about their health".


Why isn't that more in the center of this entire email as a whole? Why don't I see something about, "this is your way to learn more about yourself, learn more about your buddy, learn more about ways to improve your health or to help yourself during the different stages of ovulation or administration"?


The first CTA that I see here is in a first-person, it says, "take me there", which I like, but also it's a bit of a mismatch to me because it's in the first person, but I don't feel like they see or hear me in any kind of way - from my missing first name at the very beginning of the email, up until now, nothing here feels kind of personal to me.


If I click here I get to their blog, which is visually very pleasing and it's full of information. And because of that, what I would have expected to see also here is another CTA that says something like "go to our encyclopedia to learn more", where is it? That's a miss to me.


The next thing that I see here is about their chief medical officer, a woman which is what I would have expected, and great to see that. I see a little paragraph about her, "show me more", takes me to... okay, a blog post about her, what she's been doing why she's perfect for this role, which is very, very nice, and kudos to her.


The last thing that I see here is "why we use gender-inclusive language at Clue", which is a bit about their morals and values, which I like, but I wouldn't necessarily expect to see that on the very first email, but rather at some kind of a point at their welcome sequence. I would've loved to see a full email, just about their values, which is something that's very common.


And I do want to say that the CTAs here are identical, which makes it somehow easier to read or scan through... "with love from Berlin, the clue science team". Wasn't I supposed to be getting an email from Elena? That's a bit odd. I would have expected something like that.


Let me just refer to the last few things that I see here - for the first time in this whole first email I see here something that is customer-centric, which is such a huge miss to me. But also it's not, in my opinion, doing a very good job. Because it basically gives me a tip how to soften or, or ease up my menstrual cramps. I find it, for some reason, kind of condescending.


And again, it's supposed to be customer-centric and that's not really hitting the goal. I don't really like it to be honest. The last thing that I see here is, "Track your period daily for more accurate predictions and more interesting monthly stats" So I'm supposed to be getting to the app store...? Let's see. Nope. I get to yet another blog post about top period tracking tips, which to me, if I'm already a user, which I suppose most of their subscribers are, wouldn't that be something to be referred to at the very beginning? I'm a bit confused.


Anywho, I wanted to show you something. I subscribed actually thrice: once on September 30th, once today at around 2:00 PM, and once right now. I never received the newsletter ever. So what I want to do right now is to go and see if that's a technical issue. 'cause, that's something that they should be on top of ASAP if it is.


And lo and behold, I am not really subscribed to anything, not the newsletter in English, not the product tips and updates, nothing. So I'm going to click those two, and I'm going to save my preferences. And hopefully, by the end of this email (teardown), I will receive something from them. But I highly doubt it to be fully honest.


I want to talk about the goal of such an email, which is to convert freemium users like myself, to paid users. That would have been the goal of either this particular email or the welcome sequence that they don't have.


And let me tell you, 74% of people who subscribe to newsletters expect to get something. So I got something, but I didn't get everything. And that's, to me, a huge, huge miss. And if I was in Clue's shoes, I would have deployed something like that ASAP.


Another thing that I want to talk about, which was pretty annoying to me, is how they kept on talking about themselves, their team, their value. It's good, but that's not what I signed up for. I want to learn more about me. I want to learn about how I can help myself through them and to better my life and my lifestyle because of using their service. So that's quite disappointing, and the fact that they don't have a welcome sequence to actually support what I'm saying is quite annoying in my opinion.


I'm going to have a whole series about welcome sequences in the next couple of weeks. I'm going to talk a lot about the welcome sequence and why it's so important, but just in a nutshell, I want to throw a couple of stats here. So according to MailChimp, sending a series of welcome emails yields an average of 51% more revenue than a single welcome email - they could have used that to their benefit, and they haven't used that.


According to Invesp, welcome sequences are 86% more effective than standard newsletters. Why don't they have a welcome sequence? I don't know.


And the last thing that I want to put out, there also by Invesp, is email welcome sequences can generate up to 320% more revenue per email basis than other promotional emails. So again, why don't they have a welcome sequence? I don't know, but that's something that I would have changed immediately if I was working in Clue or working with Clue.


Okay, as I said, I'm going to talk a lot about welcome sequences in the future. But in the meantime, thank you so much for sticking around, if you have any thoughts or any suggestions for me, for my next teardowns, please mention them in the comments below, and up until next time, stay safe and stay healthy.

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