About the Client
PUL began in 2012 in an orthodontic practice in San Francisco, CA. Created by a dental hygienist, the goal was to help clear aligner patients remove and seat their aligners. Before PUL, the task was awkward and unhygienic, requiring the wearer to use their fingers. For ten years, PUL was only provided in-office. Then, one product led to a whole line, and a brand was born. Today, PUL strives to provide dental professionals with the necessary tools to improve their patients' clear aligner journey and provide patients with a line of thoughtfully cultivated products to keep their mouths fresh and healthy.
About the Project
Marketing & Sales Email Messaging Library
Preparing for its launch to market, PUL wanted to build a library of marketing emails that address every stage of the purchasing process, including awareness, post-purchase, abandoned cart, promotions, bundles, and more, and are targeted to both its B2B target audience of dental professional and its D2C target audience of clear aligner wearers. As we delved further into the project, the client decided to expand its target consumer to include wearers of retainers, night guards, and dentures. This is reflected in the first group of promotional emails.
Before creating the emails, I built a spreadsheet, mapping out each possible stage of the purchase for both D2C and B2B customers, taking into consideration loyalty programs, coupons, and flash sales. We decided to create at least two versions of each message for A/B testing. The result was a robust library of carefully constructed emails and on-brand language that was used for various marketing efforts.
This project was extremely enlightening. Building the marketing email spreadsheet was a new experience. I applied everything I learned to future projects.
B2B: To the Dental Professional
B2B Promotional Emails
Audience: Dental Professionals
Subscribe & Save
1
SUBJECT LINE: PUL wants to save you money.
Hello [Insert Name],
Don’t you want them to say: I love my dentist!
Did you know you can get money off your next PUL order? Just sign up and become a VIP customer. We’ll make sure you save 10% off your purchase. Head over to PUL’s website and stock up on all you need for your patient care kits.
CTA: Sign me up for a PUL subscription so I can start saving.
Sending smiles your way,
PUL
Your clear aligner resource
2
SUBJECT LINE: Smile & Save 10% on your next PUL purchase
Hello [Insert Name],
Stop them from putting their hands in their mouths!
Now you can offer a solution.
Creator of the first 2-in-1 PUL tool, designed to help your patients remove and seat clear aligners, PUL offers a useful line of products that come in handy for your clear aligner patients, or anyone wearing a retainer, night guard, or dentures.
The best part is you’ll save 10% on your next order with this coupon code: XXXXX
CTA: Start shopping and save 10% today on your PUL purchase.
Sending smiles,
Your friends at PUL
B2B Auto Responder Emails
Audience: Dental Professionals
Abandoned Cart
1
SUBJECT LINE: Re: Your order
Hello [Insert Name],
Your order is waiting for you. Do you need a little push from PUL?
We thought you always had your patients’ best interests at heart. Don’t you want them to say, I love my dentist?
Come back and we’ll show you how to save 10%.
CTA: Take me back to my order
2
SUBJECT LINE: Come back and save
Hello [Inset Name],
Did you leave something behind on purpose? You knew we’d offer a way to save?
Well, this is a little push from PUL. Come back to your order for 10% off.
Your patients will be saying, I love my dentist!
CTA: Take me back to my order. I’m ready to save.
Sending smiles your way,
Your Friends at PUL
B2B Awareness Emails
Audience: Dental Professionals/
Past Customer/
Haven't Shopped in a While
Brand awareness, new site, loyalty
1
SUBJECT LINE: Get your coupon code
Hello [Insert Name],
It’s your chance to make your patients happier.
Check out the new PUL website and discover our free resources.
Want to stock up and save big? Here’s a coupon code, especially for you.
Coupon Code: XXXXX
The PUL Story
You know PUL. It’s the only 2-in-1 clear aligner tool of its kind. Created by a dental technician who listened to the stories and complaints of her clear aligner patients. She created this tool to make their life easier. At first, it was only available at the San Francisco practice where she worked. The response was amazing, and a brand was born.
CTA: I’m ready to use my coupon code and add PUL to my next round of patient care kits.
Thank you,
Your clear aligner advocates at PUL
2
SUBJECT LINE: Smile! Your mouth just got happier.
Hello [Insert Name],
The Clear Aligner Struggle is Real
Do you struggle with removing and seating your clear aligners? Do you often have a gap between the aligners and your teeth? Stop overspending on Chewies! The PUL 2-in-1 clear aligner tool makes the treatment journey easier. One tool stays with you the whole time.
Our new website is a one-stop shop for clear aligner patients.
Not only do we have all the products you need to care for your aligners and keep your mouth healthy and fresh, we also provide free patient resources you won’t find anywhere else.
CTA: Want to save on your next purchase? Click here, leave a testimonial, and we’ll send you a coupon code.
Your clear aligners are begging for it?
Thank you,
Your clear aligner advocates at PUL
B2B Bundling Email
Audience: Dental Professionals/
post-purchase
Consideration
1
SUBJECT LINE: Re: Your order
Hello [Insert Name],
Your order is waiting. Do you need a little push from PUL?
We thought you always had your patients’ best interests at heart. Don’t you want them to say, I love my dentist?
Come back and we’ll show you how to save 10%.
CTA: Take me back to my order
2
SUBJECT LINE: Come back and save
Hello [Inset Name],
Did you leave something behind on purpose? You knew we’d offer a way to save?
Well, this is a little push from PUL. Come back to your order for 10% off.
Your patients will be saying, I love my dentist!
CTA: Take me back to my order. I’m ready to save.
Sending smiles your way,
Your Friends at PUL
D2C: To the Consumer/
Clear Aligner Wearer
D2C Promotional Emails
Audience: Consumer
Subscribe & Save
1
SUBJECT LINE: Ready to save on your next PUL purchase?
Hello [Insert Name],
Did you know you can get money off your next PUL purchase?
Just sign up and become a VIP customer. We’ll make sure you save 10%. Head over to PUL’s website and stock up on all you need to take proper care of your clear aligners.
Have you tried:
· Carry Me: The PUL tool carrying case
· Fizz Me: PUL’s daily clear aligner cleanser
· Pick Me: Strong, minty, and charcoal-infused, biodegradable floss picks
CTA: Sign me up for a PUL subscription so I can start saving.
Sending smiles your way,
PUL
Your clear aligner resource
2
SUBJECT LINE: Save 10% on your next PUL purchase
Hello [Insert Name],
Stop putting your hands in your mouth!
Who knows where they’ve been?
Creator of the first 2-in-1 PUL tool, designed to help you remove and seat your clear aligners, PUL offers a useful line of products that come in handy for anyone wearing clear aligners, a retainer, a night guard, or dentures.
The best part is you’ll save 10% on your next order with this coupon code: XXXXX
CTA: Start shopping and save 10% today on your PUL purchase.
Sending smiles,
Your friends at PUL
D2C Auto Responder Emails
Audience: Consumer
Abandoned Cart
1
SUBJECT LINE: Re: Your order
Hello [Insert Name],
Just got clear aligners?
Have you ever noticed how difficult it is to remove them? Come back! We have the solution.
CTA: Come on. We’ll make your life easier.
Sending smiles your way,
Your Friends at PUL
2
SUBJECT LINE: Your order is waiting.
Hello [Inset Name],
Just got clear aligners?
Want to make the journey easier? Do you need a little push from PUL?
Come back. We have the only solution of its kind.
CTA: I want to save on my PUL tool. Let’s shop!
Sending smiles your way,
Your Friends at PUL
D2C Bundling Emails
Audience: Consumer/
Post-Purchase/
Consideration
1
SUBJECT LINE: What else do you need for your clear aligners?
Hello [Insert Name],
Now that you have a PUL 2-in-1, head over to our site and check out:
- Fizz Me: A daily aligner cleanser to keep your mouth fresh and healthy
- Carry Me: An aesthetically pleasing compact case to keep your tool germ-free
- Pick Me: Strong, durable floss picks with a twin flosser
- Free informative resources
- The PUL blog has posts that answer your pressing clear aligner questions
CTA: PUL me into clear aligner heaven.
Sending smiles your way,
Your clear aligner advocates at PUL
2
SUBJECT LINE: Do you love your PUL tool?
Hello [Insert Name],
Has your PUL tool come with a host of benefits?
- Social situation savior
- Mealtime is so much easier
- Soothes your sore gums
- Accelerates treatment time
- Save money on Chewies.
- No hands, fewer germs: Discreetly & hygienically remove & seat clear aligners
Go to our website!
Check out all we offer to make your treatment journey easier.
From free resources and an informative blog to PUL products, you haven’t tried yet. We have everything to keep your mouth fresh and healthy while sporting those clear aligners.
CTA: Make my clear aligner journey easy and fun.
Sending smiles your way,
Your clear aligner advocates at PUL