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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.
Yes, and i think so many brands ignore what the customer wants and would just start with "SHOP NOW" straight away
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