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.

Which one would you put in the catalogue?

The first lies on ivory paper in daylight, cap beside it, a shallow glass dish behind, eucalyptus shadow falling across the surface, green and red serif at the base.

The second stands against dark stone, three call out panels down the right edge, thin red rules framing the layout, leather and a brass inkwell out of focus behind.

One sells the writing. The other sells the object.

👇 #productphotography #layoutdesign #brandconcept

Dark Desk feels so better I like it ❤️