Project Overview
When I joined Lifetherapy, their email and SMS programs lacked a defined strategy and planning process. I established a comprehensive marketing calendar that gave the team clear visibility into what messages were being sent on which channel, when they were being delivered, and which audiences they were reaching.
With that foundation in place, I developed strategic content pillars for campaigns, planned out each email & SMS send for every month, wrote conversion-focused copy, and helped evolve the brand's creative direction through refreshed imagery and an updated color palette. By the end of my engagement, these strategic improvements contributed to a 25% increase in email performance.
Content Pillar: Product Focus
To deepen product education and drive conversion, I developed a campaign content pillar centered on telling the story behind each product in the collection. Rather than simply promoting products, these emails highlighted ingredient benefits, explained how each formula worked, and featured real-life use cases that helped customers understand why a product deserved a place in their routine.
To build credibility, I strategically incorporated customer reviews throughout the experience and leveraged dynamic product feeds to personalize product recommendations for each recipient. I also introduced elevated hero imagery that gave the campaigns a more premium, cohesive look while reinforcing the brand's refreshed visual identity.
Content Pillar: Fragrance Focus
I also developed a dedicated content pillar focused on Lifetherapy's five signature fragrances. Because scent is one of the most difficult product attributes to communicate digitally, the goal was to create an immersive experience that helped customers imagine each fragrance before purchasing.
Each campaign brought a fragrance to life through evocative storytelling, elevated visuals, and descriptive language that captured the emotions, memories, and atmosphere inspired by its scent notes. Rather than simply listing fragrance notes, these emails invited customers into the world of each collection, creating a stronger emotional connection to the brand and making the shopping experience more engaging.
Content Pillar: Mood-Driven Storytelling
Lifetherapy's brand is rooted in the connection between scent and emotion, so I developed a content pillar centered on how each fragrance makes you feel. Rather than focusing solely on product features or fragrance notes, these campaigns tapped into the moods, rituals, and emotional moments each scent was designed to inspire, creating a deeper connection between the customer and the brand.
SMS: Flow Updates
When I joined Lifetherapy, their SMS program consisted of a single welcome message. I expanded the program by identifying key customer lifecycle moments and developing additional automated SMS touchpoints that supported engagement beyond the initial sign-up. These messages complemented the brand's email strategy, creating a more cohesive cross-channel customer experience while helping nurture customers throughout their journey.
Browse Abandon
I implemented a Browse Abandonment flow to re-engage customers who viewed a product but did not take the next step by adding it to their cart. To create a more personalized experience, I incorporated dynamic product recommendations that displayed the exact product image and name each customer had previously viewed. The messaging was intentionally kept light, helpful, and complimentary.
Cart Abandon
We implemented two abandoned cart paths designed to address different customer motivations. The first path targeted customers who were close to reaching the brand's $50 free shipping threshold. For these shoppers, we created a targeted message that served as a helpful reminder of the benefit they could unlock by adding just a few more dollars of product to their cart.
By segmenting the experience based on cart value, we were able to provide a more relevant incentive to convert while also encouraging a higher AOV.
SMS: Campaign Updates
Because Lifetherapy's SMS audience consisted of highly engaged customers, we leveraged the channel as an exclusive communication tool rather than simply another promotional outlet. We used SMS to provide early access to sales and new product launches, creating a sense of exclusivity and rewarding customers who had opted into a more direct relationship with the brand.
We also began implementing deeper segmentation strategies to identify and engage true VIP customers, allowing us to create more personalized experiences for the shoppers who demonstrated the highest levels of loyalty and engagement.
