Because not all business wins go viral—some just land straight in your inbox.
In today’s world of viral tweets and trending Reels, it’s easy to think email is dead.
Spoiler alert: it’s not.
In fact, for many Nigerian startups and small businesses, email is one of the most powerful tools for building trust and generating sales—without spending big on ads.
This is the true story of how a Lagos-based skincare brand used a simple, intentional email strategy to turn cold subscribers into loyal, paying customers.
The Problem: Low Sales Despite High Instagram Engagement
The founder, Kemi, had built an impressive Instagram following—over 10,000 engaged followers.
Her content was beautiful. Comments? Plenty. Likes? Consistent.
But when it came to sales, something was off.
“I’d post a product and get 300 likes, but no orders. People loved the content, but they weren’t converting,” she explained.
The disconnect? She was talking to her audience—not building a relationship with them.
That’s when she decided to try email.
The Strategy: Build, Nurture, Convert
Step 1: Start Building an Email List
Kemi offered a free skincare routine guide to Instagram followers who joined her email list.
In two weeks, 800 people signed up.
Step 2: Segment and Personalize
She grouped subscribers by skin type (dry, oily, sensitive) using a simple Google Form.
That way, she could send targeted emails with the right products for each group.
Step 3: Send Weekly Value Emails (Not Just Sales Pitches)
Instead of only promoting products, she shared:
- Quick skincare tips
- Ingredient breakdowns
- Client before-and-after photos
- Personal stories of how she battled adult acne
Each email ended with a soft CTA: “Reply if this helped you” or “Check out this product if you’re struggling with this issue.”
Step 4: Launch a Flash Sale Campaign
After 5 weeks of nurturing, she ran a 3-day flash sale with a personalized email series.
It included:
- A countdown email
- A product highlight for each skin type
- A final-day reminder email with testimonials
The Result: N300,000 in Sales in 72 Hours
From just one campaign, Kemi made over N300,000 in orders—all from her email list.
No Instagram ads. No influencer collabs. Just email.
Even better?
50% of those customers returned the next month.
Key Takeaways for Nigerian Entrepreneurs
- Email isn’t outdated—it’s underused.
Your audience still checks their inbox, especially for personalized value. - Segmenting matters.
Send the right content to the right people. Relevance increases open rates and trust. - Consistency builds loyalty.
Don’t just email when you want to sell. Serve, connect, then sell. - Storytelling beats shouting.
Kemi’s personal approach created emotional connection—something a cold sales post can’t do.
