Favoring image-light, longer copy e-commerce emails
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% increase in email conversion
✅ 51% boost in CTOR
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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.
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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.
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A few thoughts:
✍️ Segment the email list more strategically to optimize recipients, open rates, and click-through rates.
✍️ Improve opt-in forms not just to increase sign-ups but also to filter out quality subscribers from spam.
✍️ Figure out the right setup for the campaigns and come up with content that would keep people wanting to interact with the emails.
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Our email copy:
(Just click the ▶️ to read each email)
Welcome series: Email #1 → Double opt-in
Welcome series: Email #2 → Brand story
Welcome series: Email #3 → Ties reader’s curiosity
Welcome series: Email #4 → Pitch the product
Welcome series: Email #5 → Voice-of-customer
Welcome series: Email #6 → Incentive + segment
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On this page:
- Favoring image-light, longer copy e-commerce emails
- Key results:
- ✅ 46% increase in email conversion
- ✅ 51% boost in CTOR
- Background:
- Every email within this doc:
- Every email we rewrote also:
- A few thoughts:
- Our email copy:
- Welcome series: Email #1 → Double opt-in
- Welcome series: Email #2 → Brand story
- Welcome series: Email #3 → Ties reader’s curiosity
- Welcome series: Email #4 → Pitch the product
- Welcome series: Email #5 → Voice-of-customer
- Welcome series: Email #6 → Incentive + segment