FITFUEL
**Disclaimer: This project is a creative mockup and is not associated with any real client. It was developed purely for portfolio purposes.**
PROJECT OVERVIEW
Brand: Fitfuel (Protein bar)
Industry: Health & wellness
Copy type: Reengagement email
Goal: To reengage with customers who haven’t purchased for over 3 months.
Introduction: Fitfuel has released its new Fitfuel Glo Bars, and they’re looking to use the launch of their new flavours to reconnect and engage with customers who haven’t purchased or interacted with the brand for over 3 months.
CHALLENGE
The brand was struggling to reconnect with past customers who regularly purchased from Fitfuel. They were aware that their customers had been waiting for new flavours for quite some time, but didn’t know how to reach back out to them, thinking that it might be too awkward since it’s been a while.
MY STRATEGY
When writing copy for Fitfuel, I looked into various areas such as reasons why past customers could have lost interest, what could convince them to come back, and what common pain points are faced when it comes to purchasing protein bars.
I made my approach to be playful yet relatable to align with the brand tone, which is playful and comforting. I used the feature section to also highlight how the protein bars address pain points, and other sections to address other hesitations customers have.
The email also includes a discount as an incentive to encourage past customers to make a purchase and try their new flavours to remind them how amazing the Fitfuel protein bars are.
Subject line: 15% off because we miss you, James!
Preview text: Busy schedule? Don’t worry, FitFuel Glo will help you reach your protein goals.
(Click the picture view the full design)
Copy Highlights
Feature section
When introducing the new and improved version of the Fitfuel Glo Bars, I made sure to highlight common pain points that users face when purchasing protein bars and also positioned how Fitfuel’s bars are better in those ways.
For example, the Fitfuel Glo Bars are gut-friendly which makes it a selling point for people who struggle with digestive issues and can’t enjoy a protein bar because of this.
Scarcity + bundling
I highlighted how the Fitfuel Glo Bars are running out of stock fast which pushes readers to understand that there is demand for the new flavours and they’re scarce. I combined the feeling of the protein bars running out along with an upselling tip - encouraging readers to mix and match flavours and get a discount when purchasing bundles. This benefits the readers and the brand in 2 ways:
They get to try different flavours and won’t be stuck with only one boring flavour.
By getting them to purchase bundles, the brand gets more sales.
It’s a win- win for both buyer and the business.
Reengaging with past customers with an incentive
For the paragraph of the hero section, I highlighted how Fitfuel’s products are the perfect solution to helping the audience reach their protein goals - which is an important goal in the fitness realm.
I also highlighted in the copy, how readers can get a 15% discount when they purchase any of Fitfuel’s new Glo Bar flavours. This works as an incentive to encourage past buyers to reconnect with the brand. This gives the reader a more personalised approach and makes them feel important to the brand.
Wordplay in the hero section headline
When writing the hero section for this brand, I went for a witty, playful headline as the brand’s tone is playful and fun.
I played with the word soulmate and changed it into swolemates to be relatable and catchy for gym enthusiasts who are also the primary target audience.