Email Marketing Strategy
increasing e-commerce sales on the email channel for a CBD brand
Stakeholders
D8 Austin
emBlue SaaS
Project Role
Creative Strategist
Tools Used
Google Looker Studio
emBlue
Illustrator
Photoshop
emBlue
Midjourney
Key contributions
Data Analysis
User Personas
Flows
HTML
Branding & Emotional Design
Drive growth by increasing e-commerce sales from 1% to 8% on the email channel by implementing remarketing flows, targeted segmentation, and a new content strategy.
Project goals
Uncategorized products caused confusion and missed sales opportunities.
Lack of marketing automation hindered scalability and efficiency.
Absence of a creative content strategy limited engagement and conversions.
Pain Points & Challenges
Actionable Insights
Product Clusterization: Organize product sales by category and dates for better targeting.
Leverage Data Modeling: Use keyword-based data modeling to visualize product performance.
Automate Email Campaigns: Create automated email flows for specific products and audience to drive sales.
Tailor Content: Develop content strategies that boost conversions.
My content strategy involved analyzing e-commerce sales data to identify keywords, top-selling products, and peak selling days. I used this data to craft visually engaging emails tailored to specific audience segments, delivering targeted messaging aligned with high-performing days and categories.
I utilized SaaS technology to automate tracking user behavior, segmenting contacts, and triggering timely emails during the customer journey. Collaborating with AI, I also created hyperrealistic images that resonated with our demographic, strengthening brand recognition.
Content strategy
Deliverables
Upon finalizing the content strategy, I designed six distinct layouts and created content for ten emails. These emails centered around the notion of product categories coinciding with everyday activities.
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Email Safe Fonts
Transitioning to email-safe fonts was crucial to ensure consistent readability across diverse email clients. This guarantees recipients view the content as intended, eliminating rendering issues that could impede effective communication. This shift maintains a seamless visual experience, regardless of the platform used, maximizing the impact of our messages.
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Color Palette
I integrated the brand's colors and introduced a distinct color identifier for each product category, aligning with the brand's color palette. This strategic approach enhances visual cohesiveness and aids navigation, reinforcing brand identity.
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Transitioning from a product-centric identity
To humanize the brand and move beyond product-centric messaging, I created a mascot and crafted a narrative focused on stepping into purple sunglasses to fully engage in the D8 experience. This strategy promotes relatability, urging everyone to embark on a tailored journey.
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![Welcome email: two gummy bears meditating. Promo code. Info about store. Their philosophy]()
Welcome email
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![Newsletter: Two gummy bears on a roller coaster. Blog post about CBD. 3 CBD products. Directions to the store]()
Newsletter
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![Edible CBD Email: gummy bears at a party. Customer review. 3 CBD products. Blog post about CBD Edibles]()
Edibles category
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![Vape CBD Email: gummy bears vaping. Customer review. 3 CBD products. Blog post about CBD Vaping]()
Vape category
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![Flower CBD Email: gummy bears eating muffins. Customer review. 3 CBD products. Blog post about CBD Flowers]()
Flower category
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![Tincture CBD Email: gummy bear with a pipette testing. Customer review. 3 CBD products. Blog post about CBD Tincture]()
Ticture category
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Topical category
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![Abandoned Cart email: Gummy bear inside shopping cart. Abandoned products. Store directions]()
Abandoned Cart
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![Black Friday Sales Promo: Jumping gummy bear into space. discount. Call to action]()
Black Friday Promo
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![Thank you email: Person surrounded by gummy bears. Purchased products. Call to Action]()
Thank you
