Analyzing Wild’s email flow: from free product to sale

Sometimes, offering a free product isn’t enough.

Overview of the Wild email flow

I’m a sucker for deals. Look, I’m Dutch, and we’re known to love a great discount.

So when an Instagram ad popped up with Wild offering two free travel deodorants… It caught my attention.

I knew there would be a catch. I advise and consult D2C brands for a living, of course, there is a catch.

And sure enough, there was. This time, it was the classic “you just need to cover shipping” deal.

I’ve noticed a recent rise in D2C brands being so certain of their product that they offer a certain product for free at the ‘cost’ of shipping, usually priced at £3 — £4.

I knew the truth:

• That would easily cover the costs of shipping, as well as part of the product costs
• BUT there was no way that was covering their ad costs. So my expectation was Wild was paying at least an extra £10 per customer

This means that they had to be confident that their product was good AND that their post-purchase communications would convert customers. I respected the confidence. I was sold, literally.