emails that created a best-seller
FIRST, I USED DISRUPTIVE LANGuAGE TO GRAB ATTENTION
Some companies sell dog dental chews. Some sell dog toothpaste. BARK sells both, together, as the BARK Bright Dental Kit. I highlighted this unique selling point to show how a simple move can be a major innovation.
The genius of the Bright Dental Kit is that it’s incredibly simple. That’s why I came up with this visual concept (executed beautifully by our designer), to show that behind every stunningly easy invention there’s a complicated blueprint.
NEXT, I PUT THE FOCUS ON OUR CHEW DESIGN
with a little research, I FOUND OUR IDEAL POSITIONING
Even though it’s hard, dog parents WANT to brush their dog’s teeth daily. By positioning BARK Bright as the easy solution a step above dental chews alone, I helped them realize that “done” is indeed better than perfect.
THEN, I WORKED ON BUILDING TRUST
Customers knew BARK primarily as the makers of BarkBox toys, not as a dog wellness company. I came up with the idea for this timeline visual so we could highlight our biggest achievements in a super digestible way.
IN THE END, WE CROSSED OUT ANY DOUBTS
Over the two years I worked on Bark Bright, we used concepts like this email to attack every possible pain point customers could have. The Bright Dental Kit became a BARK best-seller, and all of these emails went on to become top-performers.
CREDITS:
Senior Writer: Jaime Walker
Creative Director: Vivien Heo
Art Director: Alina Bebe
Senior Designer: Won Ko