Lavender Nguyen

  • Selling One-And-Done Products: What to Message?

    Are you selling one-and-done products?

    We have a client selling coconut bowls. People buy bowls for their family and loved ones and might not purchase again until their bowls can’t be used anymore. They don’t buy bowls every month.

    We’ve managed to keep revenue from Klaviyo at over 34% of total business revenue. The problem is that 90% (sometimes, even 100%) of email revenue comes from automated flows (mostly welcome flows).

    We send two campaigns per month. Benefits of coconut bowls, sustainable properties, food recipes — we talk about these frequently. But that doesn’t move the needle—only 2 or 3 orders per campaign.

    “What content should we send to keep people engaged and drive more repeat purchases?” We asked ourselves this question many times and went through team meetings to brainstorm email ideas. Here are some:

    • Use bowls to serve meals for kids — emphasizing safety
    • Recycling
    • Coconut bowls as flower pots
    • Coconut bowls as containers (jewellery, hair accessories, cotton tips, art supplies, etc.)
    • Sustainable travel essentials
    • Gifts to sustainability enthusiasts
    • Coconut bowls and vegan lifestyle
    • Coconut bowls for DYI candles
    • Ask customers to share their smoothie recipes or candle creations. Then use their photos to create a Celebrate Creation email, making it a monthly newsletter.

    By diversifying campaign content, we’ve seen an uplift in engagement and revenue. Because we give customers a reason to buy more bowls — now it’s not just for eating but also for other purposes. And we offer them a way to interact with us — by sharing their creations.

    So if you’re selling one-and-done products, don’t panic when campaigns aren’t performing well, and don’t stop sending emails. Instead, do these:

    • Think beyond the obvious benefits of your products — do more research if needed
    • Survey your customers to find out why they’ve bought from you (I’m sure there will be more than one reason)
    • Follow your competitors and learn what they’re messaging
    • Read customer reviews on your site and competitors’
    • Ask yourself, “if you’re a customer, what do you buy this product for?”

    That’s it for today! Hope these small tips will help you come up with more exciting ideas for your next campaigns.