Email Marketing
Tahan Outdoors: a welcome that tells the story first
The story
Tahan Outdoors is eight years old and close to a household name in Malaysia. It began as a marketplace for white-labelled kit, then rebranded a couple of years ago after a hard look at what it wanted to be: a brand that serves the outdoor community with genuinely good gear, not just one that moves units. The position it landed on is specific and true, gear built for the tropics, the heat and rain its customers actually walk into.
New subscribers met none of that. The welcome flow opened with RM15 off and a countdown, which is what the old marketplace would have said, and said nothing about why this gear exists or who makes it.
The first email did almost all the work and the rest faded: opens fell through the sequence, and the share of new subscribers who went on to buy dropped month after month.
So we rebuilt the sequence to start where the brand now starts. Why Tahan exists, gear built for the tropics, then the reward at the end rather than the front.
The gap
Tahan's welcome flow opened with an RM15 discount and a countdown. The first email did almost all the work, the rest faded, and the share of new subscribers who went on to buy was falling month after month.
What we built
- A six-email welcome sequence that opens with why Tahan exists and gear built for the tropics, with the reward at the end.
- A simpler offer: 10% off with no minimum spend, matched in the sign-up pop-up.
- A staged test plan: subject lines and timing first, then clicks and orders.
What moved
The work
Three of the six welcome emails, full length.
