Email campaigns

By taking a user-centered approach to content, I helped Odele Beauty increase email campaign open rates by 30%.

Context

When clean haircare brand Odele launched in 2020, their email marketing plan was limited to a few basic post-purchase messages. They tapped my team at Minna Studio to help level up their email content strategy and production.

🫤 Problem

Odele was missing out on opportunities to engage, nurture, and convert customers.

🎯 Goal

Produce email content that speaks to our audience’s goals and interests to increase engagement and drive sales.

👤 My role

Lead writer and strategist. I’m responsible for:

  • developing the content strategy for each email marketing campaign (often as a piece of a larger, multi-channel campaign strategy)

  • writing and outlining email content

  • collaborating with my design teammates to build and finalize email assets

  • determining which messages should go to which segments of our audience

  • scheduling sends based on performance metrics

✍️ Approach

Before writing a word, I make sure I’m clear on 1) why we're sending this email and 2) the value we’re delivering to the recipient. What do we want to communicate, and why does it matter to the person reading it? What problem is it helping them solve? (Even if that’s just saving a few bucks on shampoo.)

📈 Results

Big increases in engagement. Email open rates climbed 30% (from 22% in 2021 to 52% in 2022—well above industry benchmarks). Click-through rates have also stayed above industry average, even as our email list has grown from 2,000 to 22,000+.

⏩ Next steps

We’re working on developing an official email style guide for a more streamlined, consistent design system.