Greater Goods

Email design, the full store flow · Washington, DC

Nine emails for a DC cannabis delivery store, from the welcome to the 90-day winback, with the bag held until 9 PM and the order tracked to the door. The flow also carries a regulars' card and a review in one tap.

The brief

Cover the whole life of a customer: welcome a new subscriber, catch the product view and the checkout left behind, keep the buyer informed, ask for a review, look after the regulars and win back the ones who stopped ordering.

What we designed

The cart email opens on a yellow block, Still in your bag, and lists what was left with its photo, size and price, the totals and a free delivery bar. The bag is held until 9 PM, and the times for tonight sit in three columns under the button.

The order email puts the courier at the door first, then the order in four steps from ordered to at your door, the ID check in its own yellow card, and three short rules for a first edible. The winback shows what came in since the last order, with a code in a dashed card.

The rest of the flow keeps the same yellow and ink: a welcome with how an order works and a first-order code, a browse email with the product's details in a table, a last call with the clock at 11:59 PM, a review in five yellow stars, a regulars' card with the perks under it, and a 90-day winback that opens on the number.

The whole flow

  1. Welcome, when someone joins the list: Welcome to Greater Goods
  2. Browse abandonment, after a product view, nothing added: Still thinking about Navy Yard Kush?
  3. Abandoned cart, an hour after checkout stops: Your Capitol Haze is still in the bag
  4. Abandoned cart, step two, the next evening, before the bag clears: Your bag clears at midnight
  5. Order on its way, when the courier leaves: Your order is on its way
  6. Review request, three days after delivery: How was Capitol Haze?
  7. Regulars, after the fifth order: You're a regular now
  8. Winback, 30 days, a month without an order: Three new drops since your last order
  9. Winback, 90 days, three months without an order: Here is what changed in 90 days

How it is built

  • The bag, totals, tracker and code are table cells, not images, so they read with images off
  • A 21 and over line and the store's legal footer on every email
  • 600 px wide, built in tables with inline styles
  • A phone layout that stacks below 600 px
  • The brand's fonts, with web safe fallbacks for clients that block them
  • Images at twice their size for sharp screens, alt text on every one
  • Preheader, preferences and unsubscribe in place

Typefaces: Bebas Neue, Barlow. Palette: Yellow #f8cc2b, Ink #0b0b0a, Coal #161614, Paper #f6f5f0.

The Greater Goods email at desktop width

Case study: DC Greater Goods case study: $201K recovered carts

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