Luxe. Our Second Favorite "L" word

BoxyCharm
Categories:
Description

This is Boxy Charm's reminder to upgrade to their Luxe package deal. It's very possible that this postcard is only being sent out to their current customers which would make sense why we don't see a logo or any information about the company on the front.

It's an elegant design that showcases top-shelf beauty products in a unique way. Unlike others we have seen, this upsell campaign is not overly aggressive in any aspect. It was strategically designed for their target audience.

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Copywriting

This witty headline is playing on one of Boxy Charm's biggest upgrades- the Luxe package. There is no logo on the front, but because of the top shelf beauty products displayed on the left side of the card there is still brand familiarity and trust being built.

Design

Simple and clean design. Very easy to read with short copy.

The heart shaped makeup set on the left represents their favorite "L" word, love.

There's no real explanation on this card: who it's from, why the reader should care, etc. but if you're an individual looking for makeup maybe all you need to see is some of the top brands who already have a strong loyal customer base.

Offer

N/A

Key Takeaways
  • Upsell campaigns don't have to explain what the company does because they are usually sent only to current customers
  • Witty and simple copy usually works best. Don't overthink it
Description

There is urgency, an incentive (black text at the bottom), and the call to action (upgrade to BOXYLUXE today). The design is consistent with the front and does a good job of highlighting the important lines.

However, all good upsell cards have a strong call to action AND the steps to get there. This card is telling the reader to upgrade, but not how to upgrade. No link, QR code, not even a number. This is an online subscription so this upgrade is probably being promoted all over their platform, but a QR code or link can never hurt. Removing hurdles for the potential customer or client is key.

Copywriting

For those unfamiliar with Boxy Charm, they run a beauty/lifestyle product subscription service and BOXYLUXE is their big upgrade each year. Again, they don't have to explain that because this is an upsell campaign being sent to current customers.

The call to action is the first text the reader's eyes are drawn to, "UPGRADE TO BOXYLUXE..". They let you know the worth of the BOXYLUXE subscription boxes, but not what the upgrade will cost you. Unless the upgrade fee is very low, it's probably better not to have it listed.

They have a little urgency near the pink ribbon in the middle followed by a buying incentive 'shop for discount before anyone else can'

Design

Simple and clean design. Very easy to read with short copy.

The heart shaped makeup set on the left represents their favorite "L" word, love.

There's no real explanation on this card: who it's from, why the reader should care, etc. but if you're an individual looking for makeup maybe all you need to see is some of the top brands who already have a strong loyal customer base.

Offer

The offer is early access to exclusive products if you buy the upgrade package now. AND they will be at a 80% discount. That's an appealing offer especially to someone who was already planning on buying the upgrade, but was thinking about waiting.

Key Takeaways
  • Upsell campaigns don't have to explain what the company does because they are usually sent only to current customers
  • Witty and simple copy usually works best. Don't overthink it
Copywriting:
A
Design:
A+
Offer:
NA
Final Grade:
A
Copywriting:
Design:
Offer:
Final Grade:
A
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