House of Coo · Organic Baby

Email capture across the customer journey

Capture is prioritised by intent: the closer a visitor is to buying, the stronger and more specific the ask becomes. Pre-launch, every path leads to the waitlist; at launch, capture shifts toward segmentation and keeping customers.

The rule: match the ask to the moment. A first-time visitor gets a low-friction free guide; someone eyeing a kit gets early access to that kit. One question at signup (my baby / a gift) tags the subscriber into the two shopping paths, so every later email speaks to the right buyer.

  1. 1 · Discover

    Awareness · TOFUBuild now
    Where
    Google, social, AI answers, the Guides / Journal
    Capture
    Free lead magnets — Newborn Clothing Checklist (anchor), Hospital Bag Checklist — as opt-in landing pages that also earn the search traffic
    Offer
    A genuinely useful guide. Low friction, high volume — grows the top of the list.
    Purchase intent low

  2. 2 · Explore

    Consideration · MOFUPre-launch
    Where
    Kit & collection pages, size guide, "which kit is right?"
    Capture
    Kit Finder quiz (unlocks a recommendation for their email) — doubles as ICP segmentation; size-guide unlock; gentle exit-intent
    Offer
    Help choosing the right kit + a welcome offer. The quiz answer tags baby-vs-gift and the need moment.
    Purchase intent medium

  3. 3 · Intent

    Decision · BOFUHighest priority
    Where
    A specific kit or product page (Welcome Home Kit, Sleep Set, a sleepsuit)
    Capture
    Early Access / "Notify me" waitlist for that item; back-in-stock — this is the money capture pre-launch, and the whole store's hero action
    Offer
    First access at launch + a founding-family welcome discount.
    Purchase intent high

  4. 4 · Purchase

    ConversionAt launch
    Where
    Checkout
    Capture
    Email + marketing consent (native); on gifts, capture the gift recipient too via the gift-note field — a second contact from one order
    Offer
    Order updates now, and an invite into the Coo Circle.
    Purchase intent converting

  5. 5 · Keep & grow

    RetentionPost-launch
    Where
    Email & SMS flows after the first order
    Capture
    Grow the relationship — care tips, next-size reminders (baby grows = repeat need), review + referral, Coo Circle loyalty sign-up
    Offer
    Next-size nudges, gifting follow-up, early access to new drops.
    Repeat / referral compounding

What to build first

Prioritised by leverage during the pre-sample window — capture that compounds soonest, first.

  1. Early-Access Waitlist — the intent-stage capture, hero action on every pageNow
  2. Anchor lead magnets — Newborn Clothing & Hospital Bag checklistsNow
  3. Kit Finder quiz — explore-stage capture that also segments baby-vs-giftPre-launch
  4. Checkout + gift-recipient captureAt launch
  5. Post-purchase & Coo Circle flowsPost-launch
House of Coo · capture prioritised by intent ← all documents