Email Marketing
Avery Pre-Fall Sales Announcement
Project: An email sent to all subscribers announcing Avery’s Pre-Fall sale
Objective: To increase the sales of regular items by offering a 10% discount and to increase the awareness and sales of product bundles by offering 25% off the regular price.
Strategy: The Avery Equine company holds an annual pre-fall sale so their customers can stock up on products before the winter. While we offered 10% off on single items, the brand wanted the focus to be on their bundle deals.
Oftentimes, bundles or packages are excluded from online sales, but I drew the customer’s attention to the fact Avery was INCLUDING bundles in the sale. The strategy was to place Avery as more generous than their competitors.
The sale of bundles also increased the average spend per customer and the number of customers who regularly purchased bundles instead of individual items.
Avery Abandoned Cart Email #1
Project: Create an abandoned cart email sequence
Objective: I created an abandoned cart sequence aimed at customers who placed items in their online shopping cart, but failed to complete the transaction. The objective is to encourage the customers to go back to the website and finish their purchase.
Strategy: The subject line, “Solve the riddle-get $10 off” creates curiosity and offers an incentive to the reader if they open the email and “solve” the riddle. The preview line, “Your promo code expires in 48 hours” creates a sense of urgency through FOMO.
In the body of the email I used the premise of asking the riddle to list three benefits of the item they placed in their cart. I then reveal the “answer” as being the item in question.
I then use language that is non-confrontational (“we guess you got busy and forgot to come back”) but remind them the discount is for a limited time only. I then give them their promo code and use a Call To Action telling them to claim their $10 discount now.
Cozy Plants Survey Email
Project: Introduce the Cozy Plants plant survey to our email subscribers
Objective: The objective of this email was to guide the subscriber to take our plant survey, which would provide them with a list of plants best suited to their home based on the answers they provided. The end goal was to have customers buy plants from their curated list.
Strategy: Using the analogy of finding a suitable match on the dating app, Tinder, I first addressed some of the pain points of choosing the wrong plant for your space. I then present the benefits of taking our quiz and finding your perfect plant match. I stress how easy the quiz is and how much the customer will enjoy long-lasting relationships with the plants we help them choose.
Seaside Lavender Co. Welcome Series Email #2
Project: To create a three-email Welcome Sequence for new email subscribers
Objective: To encourage new email sign ups and expedite the placing of their first order with a code for 10% off their initial purchase.
Strategy: This is the second email in the sequence. The subscriber will have already received their initial welcome email introducing the brand and revealing their discount code. This short and sweet email arrives on the day after their initial welcome email.
The purpose of this email is to encourage the customer to view Seaside Lavender products as an indulgent reward they can keep on hand, easily enjoyed when they need a pause in their busy day.
The inclusion of the brand’s most popular categories makes it easier for the customer to access the website and browse through top-rated products.
Social Media
Nail Wraps Instagram Post
Project: A social media ad for Lily & Fox nail wraps (spec)
Objective: To promote the ease-of-use and durability of the brand’s nail wraps. To increase awareness and sales amongst followers and funnel them to the website to make a purchase.
Strategy: The first line “Stop messing with polish” hits on the pain point of how traditional nail polish is messy and hard to apply. The copy then highlights how easy nail wraps are to use and that they will continue to look great for up to two weeks.
A testimonial left by a customer is used as social proof to confirm the ease and longevity of the product.
The CTA directs the reader to click through to shop for nail wraps.
Heartbeat Hot Sauce Instagram Post
Project: An Instagram post featuring Heartbeat Hot Sauce’s Dill Pickle hot sauce (spec)
Objective: To increase awareness and sales of this unique hot sauce
Strategy: After placing an order for this hot sauce for Father’s Day, an ad for this product appeared in my Facebook feed. I noticed that not only were there tons of positive reviews for this hot sauce in the comments, but the reviews themselves showed that people were pretty adamant on their love of this sauce.
Because sometimes the best copy isn’t copy at all but the glowing reviews of real customers. I chose three testimonials I thought captured the overall obsession with this hot sauce.
To complete the social media post I added the copy “Better make that two bottles” to emphasize the product’s appeal and encourage the buyer to consider purchasing two bottles to ensure they don’t run out.
Il Makiage Poreless Primer Instagram Post (spec)
Project: An Instagram post featuring Il Makiage’s Primer
Objective: Create an Instagram post announcing the sale on Il Makiage’s popular No Filter Poreless Primer
Strategy: I kept the copy to a minimum for this project. For inspiration, I read through several pages of product reviews on the company website. A common benefit mentioned in multiple testimonials was how the primer made the customer’s skin look flawless–like they were wearing their very own photo filter. I combined the essence of those testimonials into one concise line of copy.
The sale discount is included as well as the offer’s expiration date to create a sense of urgency.
Summer Nail Wraps
Project: An Instagram post highlighting popular summer-themed nail wraps
Objective: To introduce the brand’s summer-themed nail wraps as an alternative to traditional nail polish.
Strategy: Summer is all about last-minute plans and being outdoors, not tied down to salon appointments. But we still want to look good while having fun in the sun. This ad lets the reader know they can look polished without messy nail polish or expensive salon visits.