Email Marketing Case Studies
Strategic, data-driven email marketing built to convert, retain, and educate audiences.
Below are selected examples of campaigns and lifecycle emails I’ve designed, written, and optimized across the wellness and pet retail industries.
Case Study 1 — Pre-Order Launch segmented Email
Campaign Type:
Product Announcement + Education
Goal: Notify customers that Coconut Cult was available for pre-order and educate readers on product benefits to increase purchase intent.
My Role: Strategy, copywriting, email layout, product merchandising, Klaviyo build & segmentation.
Strategy
This email needed to both drive conversions and educate customers about why Coconut Cult is a premium wellness product. The structure was intentionally designed to capture high-intent shoppers at the top while supporting undecided readers with educational content and product variety.
Key strategic decisions:
-Strong visual hero for instant brand recognition
-Clear primary CTA (“Pre-Order Now”) placed early for fast purchasers
-Benefit-driven copy explaining gut health, probiotics, and clean ingredients
-Flavour/product grid to increase browsing, time on page, and AOV
-Repeated CTA at the bottom for users who scroll
-Light, wellness-focused design consistent with Upper Bodega’s visual identity
-Optimized for mobile — the brand’s highest-traffic device
Performance Metrics
This email became one of Upper Bodega’s top-performing campaigns, significantly outperforming ecommerce industry averages.
Engagement
-56.23% Open Rate (2× industry benchmark)
-7.49% Click Rate (far above average 2–4%)
Revenue Impact
- CA$2,647.31 in revenue directly attributed to this email
- 36 total purchasers
-CA$73.54 AOV
-CA$0.55 revenue per recipient — strong lift for a pre-order launch
Deliverability
(All categories rated Healthy by Klaviyo)
-0.42% bounce rate
-0.53% unsubscribe rate
-0.00% spam complaints
These metrics confirm excellent list quality, sender reputation, and audience engagement.
Execution Details
1. Hero Image & Headline
A bright, high-contrast hero section instantly captured attention and reinforced Coconut Cult’s premium brand identity.
2. Copywriting
Balanced excitement + education:
-“Coconut Cult is back 🥥” → urgency + hype
-Gut health benefits → builds value
-Clean ingredient messaging → appeals to wellness-focused customers
3. Product Grid
A structured layout showcasing multiple flavours with:
-product images
-flavour names
-clean spacing
This encouraged exploration and helped customers choose the flavour that matched their preferences.
4. Repeated CTA
A second PRE-ORDER NOW button at the bottom increased conversion rates by capturing readers after they processed the educational content.
Outcome
This campaign successfully combined:
-product promotion
-education
-conversion-focused layout
-clean design and strong merchandising
The result: a high-revenue, high-engagement campaign that reinforced Upper Bodega’s position as a trusted wellness retailer and generated strong pre-order demand for Coconut Cult.
case study 2- Flow Email Marketing sequencing
My Role: Flow design · Logic · Copywriting · Email build · Segmentation · Analytics
Browse Abandon Flow
Flow Type: Mid-Intent Re-Engagement
Goal: Bring back shoppers who viewed products but didn’t add anything to cart.
Strategy
-Re-engage shoppers while browsing intent is still fresh
-Show the product they viewed + related alternatives
-Provide educational content if the product is premium-priced
-Avoid discounts at this stage → keep offer integrity
Welcome Series
Flow Type: Acquisition
Goal: Convert new subscribers + introduce brand value
Strategy
-Build strong early trust
-Educate customers on premium wellness positioning
-Convert early with best sellers
-Use social proof for credibility
Site Abandon Flow
Flow Type: Early-Intent Touchpoint
Goal: Capture customers who visited key pages but left without exploring further.
Strategy
-Introduce brand identity → perfect for first-time visitors
-Lead with best sellers to reduce decision friction
-Use education to build trust before asking for a purchase
Checkout Abandon Flow
Flow Type: High-Intent Conversion Recovery
Goal: Recover revenue from customers who reached checkout but didn’t complete payment.
Strategy
-Target only customers who enter checkout → highest buying intent
-Use short copy + direct CTA for fast conversions
-Reinforce value and trust in Email 2
-Add urgency in Email 3 to capture remaining buyers
Back-in-Stock Flow
Flow Type: Triggered automation
Goal: Recover lost sales from sold-out wellness products
Strategy
-Target only high-intent subscribers who opted into back-in-stock alerts
-Prioritize conversion speed with urgency and product visuals
-Include fallback recommendations to prevent revenue loss when inventory sells out
-Build trust with clean, wellness-focused copy and branding
E-commerce Lifecycle Flow Approach
I create e-commerce email flows that move customers smoothly from discovery to purchase. Each automation is optimized for intent, whether it’s welcoming new subscribers, recovering abandoned carts, driving repeat purchases, or re-engaging inactive shoppers. By combining strategic segmentation, clear value messaging, and data-driven timing, my flows consistently increase conversion rates, AOV, and overall revenue per subscriber.
Case Study 3- Pet Care Service Based business
Post-Purchase Flow
Flow Type: Retention & Experience
Goal: Improve loyalty and reduce returns
Strategy:
-Create an elevated customer experience
-Reduce confusion and questions
-Turn new shoppers into repeat buyers
Winback Flow
Flow Type: Re-Engagement
Goal: Reactivate inactive customers
Strategy
-Target customers with history of purchase intent
-Use personalization to regain attention
-Offer incentive only at final step
MAILCHIMP KEY RESULTS
List Size: 17,026 subscribers
Open Rate: 50% (industry average ~20–25%)
Click Rate (CTR): 6% (above average ~2–3%)
Click-to-Open Rate (CTOR): 12%
Unsubscribe Rate: 0.2%
Bounce Rate: 0.7%
Deliverability: 99%
Results far exceeded industry benchmarks, showing strong audience trust and a high-performing strategy.
Campaign Strategy Overview
Objective
Drive adoption of the new website + booking system while promoting current grooming packages.
Strategy Highlights
Segmentation:
Targeted engaged subscribers (90-day openers/clickers) to protect deliverability and maximize inbox placement.
Messaging:
Clear 3-part structure:
1.Announce updates
2.Explain benefits
3.Drive conversions with strong CTAs
Design:
Mobile-first layout, high-contrast hero, consistent branding, and multiple conversion paths.
Deliverability:
Cleaned list, avoided spam triggers, added ALT text, optimized image sizes → contributed to 99% deliverability.
Tracking:
Every CTA tagged with UTMs for GA4 tracking and heatmap analysis.
Cart Abandon Flow
Flow Type: Conversion Recovery
Goal: Pull hesitant shoppers back to checkout
Strategy
-Recover revenue fast
-Provide clarity + reassurance
-Use urgency only when needed
