Project Overview
Sophie Ratner Jewelry wanted to launch a loyalty program that would strengthen customer retention while delivering a premium brand experience. Rather than adopting a traditional points-based system, the brand chose to reward its most loyal customers with elevated, meaningful benefits—including complimentary jewelry—to create a program that felt exclusive and aligned with its luxury positioning.
I partnered with the team to implement their loyalty platform, integrate it with Klaviyo, and build the complete suite of automated loyalty email flows. In addition to the technical implementation, I designed and wrote copy for each email to create a cohesive experience that reflected the brand's elevated aesthetic and reinforced the value of membership at every stage of the customer journey.
Welcome Email
I designed 3 versions of their loyalty program welcome email. Each one has a section that details the benefits of the tier the customer is in: Gold, Platinum & Diamond. We wanted to make the benefits very clear within the email itself. It also features a 10% off incentive for signing up for the program, which dynamically populates within Klaviyo.
Referral Email
As part of the loyalty program, we introduced a Refer-a-Friend initiative to capitalize on one of the brand's strongest acquisition channels: word-of-mouth recommendations. This email was designed for the friend receiving the referral, making it a critical first impression of the Sophie Ratner Jewelry brand.
To reflect the brand's premium positioning, I crafted copy that felt warm, elevated, and personal rather than overly promotional. Recognizing that many recipients would be discovering the brand for the first time, I included a curated bestsellers section to provide an easy starting point for shopping, along with a brief introduction to the brand's story and values. Together, these elements created a thoughtful welcome experience that built trust while encouraging first-time conversion.
New Tier Achievement Email
I designed the emails for the New Tier Achieved flow, which are automatically triggered when a customer reaches a new membership tier. Because these moments represent important milestones in the customer journey, the goal was to make each email feel personal, celebratory, and worthy of the achievement.
To reinforce the brand's premium feel, I paired elevated, thoughtful copy with a personal note from Sophie at the top of each email. I also prioritized clarity by making the customer's new benefits immediately visible and including redemption codes for complimentary gifts they had unlocked. The result was an experience that celebrated customer loyalty while making it effortless to understand and enjoy the value of their new tier.
