🧐 Context

I partnered with Hello Happy Skin to solve this common problem: their email marketing just wasn’t delivering. Despite having a growing email list, their welcome emails were underperforming, and they were missing out on significant revenue opportunities. They knew there was potential, but they needed a strategy to unlock it.

❌ Challenges

When we first looked under the hood, we found a few key issues that were holding them back:

• Low-quality signups: Their pop-up wasn’t attracting the right kind of customers, leading to a list that didn’t convert well.
• Basic copy: The email copy and design were generic and didn’t align with what their customers actually cared about.
• Recommending wrong product: The products they were suggesting in emails weren’t the ones their customers were most interested in.
• Shopify templated design: The overall email structure was missing the mark, both in terms of aesthetics and functionality.

1. Improving pop-ups

Our first step was to tackle the pop-up. We redesigned it with a focus on quality over quantity, ensuring that the right customers were signing up. By making the pop-up more visually appealing and targeted, we brought in subscribers who were genuinely interested in the brand’s skincare products, which set the stage for better conversions.

👉 Result: Higher-quality leads started coming in, laying a stronger foundation for future email campaigns.

2. Revamping the welcome offer

We crafted a new welcome offer that felt more personalized and aligned with the brand’s premium positioning. The new offer provided a similar financial incentive but was framed in a way that resonated better with skincare customers who value quality and results.

👉 Result: The revamped offer led to a significant boost in conversions, turning new subscribers into paying customers.

3. Aligning messaging based on VoC

We spent time understanding the brand’s customers by gathering zero-party data and feedback. This allowed us to tweak the email copy to speak directly to their pain points—like concerns about skin health and the desire for natural ingredients. The emails became more than just promotions; they started to build a relationship with the customer, making the brand’s value proposition clear.

👉 Result: Engagement soared as customers felt understood and valued, leading to higher open and click rates.

4. Optimizing product recommendations

We didn’t just guess which products to feature; we tested and retested different recommendations to see what clicked. By showcasing the best-sellers and products that aligned with the customers’ needs—like hydrating serums during winter or SPF during summer—we significantly increased the chances of a sale.

👉 Result: Product recommendations became a key driver of conversions, boosting overall sales from the welcome email series.

5. Redesigning email

Finally, we applied our proven design principles to create emails that not only looked great but also converted. The new design was clean, aligned with the brand’s aesthetics, and strategically laid out to guide the reader’s eye toward making a purchase. We focused on mobile optimization, knowing that most skincare customers are browsing on their phones.

👉 Result: The redesigned emails led to a noticeable increase in both engagement and revenue, with open rates rising to 46.3% and click rates improving to 27.1%.

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