Email and SMS
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6 min read
The $1 first bag: a welcome offer that did not buy worse customers
Cheap first orders usually bring in people who cancel. For a coffee subscription, a $1 bag did the opposite. The test, the flow and the day 60 numbers.
The worry with any cheap first offer is simple: you fill the funnel with people who never meant to stay. So when we tested a $1 first bag for Kettleby Coffee, we judged it on who was still subscribed at day 60, not on sign-ups.
The test
Search traffic was split in half for 21 days. Control offered 20% off the first month. Test offered the first bag for $1 when you choose whole bean. Sign-ups rose 41%, and 64% of the $1 subscribers were still active at day 60, against 62% for the control.
The flow that made it work
A four email welcome flow did the heavy lifting: a grind guide, a brewing video, a skip reminder two days before the second shipment and a short note from the roaster.
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