Ambrossia Studio is a fictional minimal clothing brand focused on clean silhouettes, premium fabrics, and timeless everyday pieces.

Like many fashion brands that rely heavily on social media and visual marketing, the brand had strong aesthetic direction but lacked a structured way to capture visitor interest and turn that attention into repeat engagement.

The goal of this project was to design a simple but effective email marketing system using Kit (email marketing platform) that could capture leads, introduce the brand, and guide subscribers toward their first purchase.

Many ecommerce brands attract significant traffic through Instagram, ads, and word of mouth. However, without a structured follow-up system, potential customers often browse products but leave the store without making a purchase.

Ambrossia Studio faced three key challenges:

No email capture system on the website

No structured onboarding for new subscribers

No segmentation to identify potential buyers

This meant that visitors who showed interest in the brand were never nurtured after leaving the site.

To address this, I designed a lightweight email automation system built entirely inside Kit.

The system focuses on three core objectives:

1) Capture visitor emails with a first-purchase incentive

2) Introduce the brand through a welcome email sequence

3) Segment subscribers based on engagement and buying intent

4) The resulting funnel allows the brand to convert anonymous visitors into engaged subscribers and potential customers.

To capture visitor interest, a modal email form was implemented offering a 10% discount on the first order.

This approach is commonly used by ecommerce brands to convert store visitors into subscribers while providing immediate value.

Once a user signs up, they immediately enter the brand’s email ecosystem.

After capturing the subscriber, a tagging system was implemented to categorize users based on their engagement within the funnel.

The segmentation structure includes three stages:

This tagging system allows future campaigns to target subscribers based on how they interact with the brand.

New subscribers are automatically enrolled in a 3 email welcome sequence designed to introduce the brand and build early engagement.

The sequence includes:

Email 1 - Welcome message + 10% discount

Email 2 - Brand story and design philosophy

Email 3 - Best-selling products

Beyond the welcome series, promotional emails can highlight best-selling products and new drops.

These emails help drive repeat traffic back to the store and reinforce the brand’s aesthetic and product quality.

The entire system is connected through a visual automation workflow inside Kit.

When a user subscribes, they are tagged as a new subscriber and automatically enrolled in the welcome sequence. As they engage with the brand’s emails, additional tags are applied to identify higher-intent shoppers.

The automation structure looks like this:

Kit (email marketing platform)

Email Marketing Strategy

Marketing Automation

Customer Segmentation

Ecommerce Lifecycle Emails