Hello Happy Skin partnered with me to transform their email marketing from default generic Shopify templates into conversion-focused emails. Over the next 30 days, we crafted long copy, image light welcome emails that act like online salesperson, not just newsletters. The result? We turned the welcome email into an engaging customer touchpoint while driving measurable outcomes.
Key results:
46%
email conversion
27%
lift in CTOR
Background:
Their welcome flows and promotional campaigns relied on default Shopify templates that failed to convert subscribers into buyers. These emails lacked the persuasive power of an online salesperson—they informed but didn't close.
Every email within this doc:
the primary copy opportunity we identified was simply this: draw people in. And the result is, in many cases, longer copy. We also:
✍️ Led with outcomes or results where possible.
✍️ Incorporated more VoC and more social proof.
✍️ Proposed tags for further email follow-up/campaigns.
Every email we rewrote also:
✍️ Assigns a new ‘FROM’ name with updated brand voice & tone.
✍️ Maintains a new consistent delivery schedule.
✍️ Is built around a customer goal/story with CTA focusing on the value.
✍️ Minimizes heavy HTML, instead, favors image-light, longer copy.
Some things we found out:
✍️ Segment the email list more strategically to optimize recipients, open rates, and click-through rates.
✍️ Improve better opt-in forms not just to increase sign-ups but also to filter out quality subscribers from spam.
✍️ Figure out the right setup for their campaigns and come up with content that would keep people wanting to interact with the emails.
Our email copy:
(Just click the ▶️ to read each email)