PREPARED FOR
Kilo Health
Email Marketing Manager Position
Brand Analyzed: Moérie (Kilo Health Brand)
Summary
I spent a week inside Moérie’s email funnel as a real subscriber. What I found was a great brand with a strong product story that is being held back by its email experience.
Despite Moérie’s premium positioning, four major issues stood out:
- Overly aggressive frequency (up to 3+ emails per day for active users)
- Constant 50% discounts that weaken value perception
- The hair quiz is buried on-site instead of driving the welcome journey
- Misleading checkout subject lines that damage trust
These issues make the brand feel transactional when it should feel transformational.
Based on e-commerce lifecycle benchmarks, correcting them could increase engagement and revenue by 15–25%, not by chasing deals, but by attracting customers who believe in the long-term transformation.
What I Did
I entered through the main website pop-up, joined the list, and started receiving welcome emails. A few days later, I took the hair quiz, shared my goals, and received a “personalized” offer. From there, I added items to the cart, reached checkout, but did not complete the purchase.
Over the next week, I received: welcome emails, post-quiz follow-ups, multiple discount offers, cart and checkout reminders, sometimes three in a single day. The same 50% OFF deal appeared in nearly every send.
Moérie’s visuals, testimonials, and ingredient story are all strong. But their email strategy does not match what they are really selling, a 12-week premium hair transformation.
Instead, it feels like a constant flash sale. Customers are being trained to wait for discounts instead of investing in the transformation.
This case study breaks down the four core issues I identified and how fixing them could build trust, increase revenue, and turn first-time buyers into loyal advocates.
Problem 1: Email Frequency
Where: All automated flows (Welcome, Quiz, Cart, Checkout)
The Problem
Moérie’s automations are firing without frequency limits. Even though the logic between flows likely exists, it does not account for users who move quickly through multiple touchpoints.
When I subscribed, I received:
- 4 welcome emails
- 3 quiz follow-ups
- Multiple cart and checkout reminders
All within a few days. Engaged subscribers were effectively punished for interacting too much.
The Fix
To improve experience and retention, I would implement:
- Global frequency cap: Limit to 1 automated email per 24 hours
- Flow prioritization: Checkout > Cart > Quiz > Welcome
- Conditional condensing: If a subscriber completes the quiz within 48h, send only 2 welcome emails instead of 4
- Delayed triggers: Add an 8–12h delay for cart abandonment and a 24h suppression after checkout abandonment
A/B Test
- Control: Current setup (no limits)
- Variant: Frequency cap + smart suppression
- Hypothesis: Frequency-capped users maintain similar revenue but reduce unsubscribes by 15–20%
- Primary Metric: Revenue per subscriber
- Duration: 30 days
Estimated Impact: Recovering 10–15% of lost conversions from fatigued, high-intent users, lifting overall welcome flow revenue by approximately 5–8%.
Problem 2: Discount Confusion & Value Perception
Where: Welcome, Quiz, Cart, and Checkout emails
The Problem
From the moment I signed up, I saw multiple overlapping discounts — 50% OFF, sometimes with an extra 10%. It never changed.
That kind of offer may convert short-term, but it conditions customers to wait for deals and devalues the product. It attracts bargain hunters, not transformation seekers.
The Fix
Introduce a tiered discount structure that matches Moérie’s premium promise:
- Welcome offer: 15–20% OFF; enough to motivate, not devalue
- Quiz completion: 25% OFF personalized routine; feels earned, not random
- Cart abandonment:
- Email 1 (12h): No discount, address objections and highlight transformation
- Email 2 (48h): 20% OFF with 24-hour expiry
- Checkout abandonment:
- Email 1 (6h): Reduce friction (free shipping, guarantee)
- Email 2 (24h): Final 25% OFF with urgency
- Reserve 50% OFF only for major campaigns (Black Friday, Cyber Monday, reactivation)
A/B Test
- Control: 50% + 10% always-on discount
- Variant: Tiered offers (15–25%, with 50% reserved for special events)
- Hypothesis: Tiered discounts may slightly lower conversion rates (10–15%), but improve net revenue due to higher margins
- Primary Metric: Net revenue (margin-adjusted)
- Duration: 60 days
Estimated Impact: Reducing discount depth from 50% to 15–25% could improve margins by 25–30% per order and boost net revenue by 8–12%.
Problem 3: No Personalization in Welcome Flow
The Problem
The quiz, one of Moérie’s strongest engagement tools, is not integrated into the email journey. I only found it on my own.
That is a huge missed opportunity. Without it, Moérie cannot tailor content to real user needs or build an emotional connection early.
The Fix
Make the quiz the starting point of the welcome experience.
Email 1:
- Subject: “Welcome! Let’s find your perfect hair routine”
- Body: Short intro explaining that hair care is not one-size-fits-all
- CTA: “Take the 2-Minute Hair Quiz” (no shop links yet)
Then branch into two paths:
Path A: Quiz Completers (personalized)
Path B: Non-Quiz Takers (nudging)
A/B Test
- Control: Current discount-first welcome flow
- Variant: Quiz-first journey with two branching paths
- Hypothesis: Quiz completers convert 2–3x higher, increasing first-purchase revenue by 15–25% per 1,000 subscribers
- Primary Metric: Revenue per 1,000 subscribers
- Duration: 30 days, 1,000+ subs per variant
Estimated Impact: Increase quiz completion from 10–15% (site only) to 40–50% (with email). Since quiz takers convert up to 3x higher, this could be one of the most impactful changes overall.
Problem 4: Checkout Abandonment Confusion
Where: Checkout abandonment flow
The Problem
The subject line read: “📦 Your order is ready to be shipped.”
But I never placed an order. It was misleading, and confusing enough to make me question whether I had been charged.
Inside, the copy tried to clarify, but by that point, trust was already damaged.
Why It Matters
- Creates unnecessary panic (“Did I just buy something?”)
- Feels manipulative once opened
- Increases spam complaints
- Undermines Moérie’s premium, science-backed brand image
The Fix
Use honest, trust-building subject lines like:
- “Did something go wrong with your checkout?”
- “Your order is waiting. Complete checkout now”
- “Quick question about your order…”
- “You are one step away from your hair goals”
A/B Test
- Control: Current misleading line
- Variant: Honest subject line (“Your order is waiting. Complete checkout now”)
- Hypothesis: More genuine subject lines will sustain strong engagement while reducing spam complaints and improving conversions
- Primary Metrics: Open rate, CTR, conversion rate, spam complaint rate, revenue per email
- Duration: 14 days, 500+ emails per variant
Estimated Impact: Misleading lines may increase opens by 5–10%, but also raise spam complaints by 20–40%. Long term, that hurts deliverability and trust. The honest approach maintains brand integrity and improves sustainable performance.
90-Day Implementation Roadmap
Days 1–30: Quick Wins
- Audit all flows, map subscriber overlaps, review discount usage
- Implement 1-email-per-day cap and flow prioritization
- Update checkout subject lines and launch A/B tests
- Monitor engagement, spam, and deliverability
Expected Outcome: Cleaner engagement, lower unsubscribe rates, improved trust.
Days 31–60: Quiz Integration
- Map quiz data to customer behavior
- Build logic for quiz vs. non-quiz journeys
- Write and launch new sequences
- Track quiz completion and first-purchase conversion
Expected Outcome: Higher engagement and personalization, stronger first-purchase conversion rates.
Days 61–90: Discount Strategy Overhaul
- Phase out constant 50% offers
- Introduce tiered discount structure (15–25%)
- Update visuals and copy across all flows
- Launch A/B tests to measure margin and revenue impact
Expected Outcome: Better margins, fewer discount-only buyers, and stronger brand alignment with the premium transformation message.
Conclusion
Moérie sells a 12-week transformation, but the emails focus on 12-hour urgency.
The brand has everything it needs: a distinctive ingredient story, real testimonials, and products that deliver results. But the email strategy needs to match that premium, transformation-first positioning.
The solution comes down to four key shifts:
- Smarter frequency control for active users
- Tiered, value-aligned discounting
- A quiz-driven personalized journey
- Honest, trust-building messaging
When these align, Moérie will stop attracting deal chasers and start converting transformation believers, customers who buy once, stay longer, and tell their friends.
The outcome:
- More trust, less fatigue
- Higher margins, stronger retention
- A premium customer experience that finally matches the product promise