Product launch emails

What I did

Email campaign mockup, copywriting (in collaboration with graphic designer)

Challenge

Create a series of 2 email blasts promoting Odele Beauty’s new hair care product (Moisture Mask).

Strategy

Odele customers look for low-effort, high-performing products. To speak to that, I focused messaging on the time-saving benefits and tangible results of using the Moisture Mask, while staying true to the brand’s playful, refreshingly real voice.

Deliverables

Content design/copy for 2 email blasts

Email Campaign 1

Subject line: NEW! Moisture Mask 🥳

Preview text: A quick in-shower treatment for strength + shine.

Email Campaign 2

Subject line: On a scale of 1 to tumbleweed, how dry is your hair?

Preview text: Let’s repair.

Results

Email Campaign 1

  • Sent to 12,726 recipients

  • 41% open rate — above industry benchmarks

  • 1.8% click rate — on par with industry benchmarks

Email Campaign 2

  • Sent to 12,658 recipients

  • 36% open rate — above industry benchmarks

  • 1.4% click rate — on par with industry benchmarks

Takeaways

We didn’t A/B test this campaign, but it would be helpful to do so next time to better understand how users interact with different content elements (subjects, headlines, CTAs, etc.) and improve future campaign content based on those learnings.