When I started working with Lifetherapy, the team had very little process in place surrounding their email & SMS programs. From day 1 I implemented a marketing calendar that gave the team insight into what messaging was being sent, when it was being sent, and to whom. Once that structure was in place, I helped create content pillars for their campaigns, wrote copy, and helped create a new look & direction via new imagery and new brand colors. By the time I finished my project with the brand their email performance improved +25%.
Content Pillar: Product Focus
I wanted to create a group of emails that focused on telling the story about each product in the line. Whether it was an ingredient story, explaining how a product worked, or giving a real-world use case for why the product was necessary, I created compelling emails that told a story. I was also sure to weave in customer reviews to gain trust and used dynamic product feeds to show relevant product to each individual customer. Our updated hero imagery also brought a more elevated look and feel to the brand.
Content Pillar: Fragrance Focus
Another group of emails really focused on the individual scents of each fragrance line. Lifetherapy has 5 distinct fragrances and I focused on telling the story of each one. Scent is so hard to communicate digitally, so we wanted to evoke a world of the fragrance through visuals and descriptive feelings of what the notes evoke.
Content Pillar:
The Lifetherapy brand deeply connects scent to feeling, so I created a group of emails that focus on how you feel when you use these products.
