Case study 01 / 03
Five emails rebuilt as one story: who the brand is, why it works, and what to buy first. Designed mobile first, checked in dark mode.
- Client
- Placeholder brand A
- Industry
- Skincare, DTC
- Year
- 2025
- Services
- Welcome flow, Template system, Handoff
Hover to read it top to bottom
5
Emails in the flow
12
Reusable modules
2
Revision rounds used
01
The challenge
The old welcome series was a single discount email followed by four newsletters nobody asked for. New subscribers used the code, then went quiet.
02
The approach
I mapped the flow as a story before opening Figma: a promise, proof, a routine, a bestseller and a gentle last call. Each email has one job and one button. The discount moved above the fold of email one, and every later email links to a product that pairs with the first purchase.
03
The outcome
The team got five designed emails, a modular template they can reuse, and a build guide for Klaviyo. Swap these sample numbers for the real ones once the flow has run for a month.
