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Indie Lee — Welcome Email Strategy & Redesign

Overview

A speculative email strategy and redesign project for Indie Lee, created to practice customer research, email strategy, copywriting, and email design for a beauty/skincare brand.

The Challenge

The original welcome email strongly emphasized the first-order discount and encouraged subscribers to shop.

I identified a potential customer barrier:

“What should I buy, and how do I know what's right for my skin?”

My Strategy

I redesigned the email around a more customer-focused journey:

Customer problem → Personalized guidance → Trust → Social proof → Offer

What I Changed

Added messaging around product-selection uncertainty.

Introduced personalized skincare consultation as a solution.

Strengthened the customer-focused messaging.

Added founder storytelling to build trust.

Added social proof around customer desires such as hydration and glow.

Kept the 30% first-order offer as a conversion incentive.

Reorganized the email to create a clearer path toward purchase.

Speculative concept created for portfolio purposes. Not affiliated with Indie Lee.

Starting from the new subscriber's question is a smart way to frame the welcome email.