Simple Style Co already had email marketing in place, but it wasn’t reflecting the brand they’d worked so hard to build.
The emails relied heavily on promotions and discount messaging. While that might drive short-term sales, it wasn’t communicating what actually makes the brand different. Their extensive product range, thoughtful design and quality were getting lost behind constant offers.
The goal wasn’t simply to redesign a few templates. It was to rethink how email could better support the customer journey, strengthen the brand and generate more revenue through smarter automation.
Over six months, the results spoke for themselves.
+139.54%
WELCOME SERIES REVENUE
+146.95%
WELCOME SERIES CONVERSIONS
+306.77%
BROWSE ABANDON SERIES REVENUE
+144.2%
OVERALL AUTOMATION CONVERSION INCREASE
The Opportunity – Email marketing & Automation Strategy
The existing automations covered the basics, including Welcome, Abandoned Cart and Post Purchase, but they were built around generic ecommerce best practice rather than how Simple Style Co’s customers actually shop.
The templates felt disconnected from the website, the messaging focused on discounts instead of value, and there were several missed opportunities to keep customers engaged beyond their first purchase.
Rather than making small improvements, we rebuilt the email programme from the ground up.
A Strategy Before Design
Every automation was mapped around customer behaviour, not arbitrary time delays.
Instead of relying on promotional messaging, each flow was designed to educate, build confidence and help customers discover more of the range naturally.
The creative direction followed the same thinking. Clean layouts, premium product photography and considered typography created a seamless experience between the website and inbox, making every email feel like an extension of the brand.
Email Marketing Strategy: Rebuilding the Customer Journey
The Welcome Series shifted from leading with a discount to introducing the brand, showcasing the product range and building trust from the very first interaction. That single change resulted in a 139.54% increase in revenue and 146.95% more conversions.
Browse Abandonment became more than a reminder email. Customers received relevant product recommendations, supporting information and carefully timed follow-up that answered questions rather than applying pressure. Revenue from this flow increased by 306.77%.
The Post Purchase journey evolved into an experience that extended beyond order confirmation, helping customers get more from their purchase while naturally introducing complementary products and encouraging repeat business.
We also introduced entirely new automations, including Wishlist alerts, Review requests and a Winback sequence, giving the brand new revenue opportunities that simply didn’t exist before.
A Shift in Brand Voice
Perhaps the biggest transformation wasn’t visual, it was how the brand communicated.
Every email was rewritten to sound like the people behind Simple Style Co. Helpful, knowledgeable and approachable.
The messaging moved away from constant urgency and instead focused on building confidence in the products, educating customers and reinforcing the quality of the brand.
The result was a customer experience that felt more considered, more premium and ultimately performed better.
The Outcome
Revenue and conversion improvements were the obvious wins, but the biggest success was creating an email programme that finally reflected the brand customers experienced everywhere else.
Instead of relying on discounts to drive sales, email became a channel that strengthened the brand, improved customer experience and generated consistent revenue through thoughtful strategy and automation.
Working on something similar? Here’s how I can help with email marketing strategy and automation.
