Featured project: Email campaigns + automated flows for Odele Beauty

I’ve written copy for most of Odele Beauty’s email campaigns since 2021. As a result of my efforts, open rates climbed by 30% in 2022 (yay for irresistible subject lines 👏 ) and click-through rates have stayed consistently above industry benchmarks.

I’m currently revising their automated welcome flow for new subscribers—see a snapshot of the rewrite-in-progress below.

  • Subject line/preview: 👋 Let’s get to know each other! / Thanks for signing up.

    [hed] Welcome. 

    We’re so excited to have been invited into your inbox. Now that you’ve signed up, you’ll be the first to know about new product launches, sales, events + fresh reads. Until then: 

    >> Learn about our high standards.

    >> Shop by hair type.

    >> Say hi on Instagram.

    >> Take 20% off your first purchase using the code below.

  • Subject line/preview: 👋 Welcome to Odele / Thanks for signing up!

    [banner] Take 20% off your first order with code XXXX

    [BLOCK 1] 

    [hed] We’re so glad you’re here.

    At Odele, we make elevated beauty essentials for everyday life. We believe clean ingredients should be the norm (not the exception) and that everyone deserves access to feel-good formulas that work.

    Our emails are just like our products: free of junk, full of good stuff and designed to make life easier. So stay tuned for science-based hair tips, surprise sales and more.

    [CTA] Shop Now

    [BLOCK 2]

    [hed] Something for every body

    Fine strands, thick coils, dry skin, sensitive scalps and everything in between.

    [hed] Responsibly sourced

    Only the best and safest ingredients make the cut.

    [hed] Feel good + do good too

    Self-care is great, but community care is everything. Through our Odele Gives program, we donate 5% of our pretax profits to communities in need.

    [BLOCK 3]

    [hed] The hair necessities 

    Start with the best of the best—cult-favorite formulas for all hair types + textures. 

    [CTA] Shop Bestsellers

  • Subject line/preview: No new friends / (except these)

    [hed] Meet your new styling pals!

    Name: Leave-In Conditioner

    Hobbies: delivering mega-moisture, defining curls + controlling frizz like a pro

    BFFs: wavy to curly, medium to coarse + thirsty hair

    [CTA] Shop

    Name: Leave-In Detangling Tonic

    Hobbies: melting away tangles, daily heat + pollutant protection

    BFFs: gets along great with all hair types

    [CTA] Shop

    Name: Texturizing Sea Salt Spray

    Hobbies: creating effortless beachy waves from your bathroom, reviving limp locks, looking stunning on your shelf

    BFFs: straight, wavy, curly + fine to medium hair

    [CTA] Shop

    Name: Air Dry Styler

    Hobbies: smoothing frizz, adding silky shine, creating soft, natural separation + saving you lots of styling time

    BFFs: straight, wavy, curly + fine to medium hair

    [CTA] Shop

  • Subject line/preview: Get the air dry of your dreams / Here’s how

    [BLOCK 1]

    [hed] We’re air dry experts

    Not to brag, but we’ve perfected the art of air drying. Say goodbye to fussy, frizzy wash and gos—and hello to our award-winning Air Dry Styler.

    [CTA] I’m Team Air Dry

    [press quote]

    ★★★★★

    “There’s no shortage of air-dry products on the market, but in our humble opinion, none work as well as the Air Dry Styler. Just a tiny dollop tames frizz, adds shine and smoothness, and generally leaves your hair looking better, even if you don’t do another thing to it.”

    -Byrdie

    [CTA] Shop Air Dry Styler

    [BLOCK 2]

    [hed] Take your pick

    Browse heatless stylers for every hair type.

    Air Dry Styler

    Best for: straight, wavy + curly hair

    [CTA] Shop Now

    Leave-in Detangling Tonic

    Best for: all hair types, especially tangle-prone textures

    [CTA] Shop Now

    Leave-in Conditioner

    Best for: all hair types, especially thirsty strands

    [CTA] Shop Now

    Flex Hair Gel

    Best for: all hair types, especially hair that needs more hold

    [CTA] Shop Now