Email Marketing System for Rooted Treasure

This project focused on creating a conversion-focused ecommerce email marketing system and branded email design for Rooted Treasure, a Shopify natural care brand. The goal was to improve customer engagement, product discovery, repeat purchases, and retention while keeping the brand’s natural, premium identity consistent across every email touchpoint. I reviewed the customer journey and mapped email marketing opportunities around first-time visitors, new subscribers, active customers, repeat buyers, and inactive customers. The strategy combined Klaviyo email marketing, Shopify retention, lifecycle marketing, customer segmentation, campaign management, email automation, email design, and conversion optimization. For lifecycle automation, I planned key flows including Welcome Series, Abandoned Cart Flow, Abandoned Checkout Flow, Browse Abandonment Flow, Post-Purchase Flow, Cross-Sell Flow, Upsell Flow, Replenishment Flow, Review Request Flow, VIP & Loyalty Flow, Win-Back Flow, Re-Engagement Flow, Back-in-Stock Flow, Customer Reactivation, Subscription Retention, Renewal, Failed Payment Recovery, and Churn Prevention. The automation setup was built around customer behavior, purchase history, engagement, product interest, and lifecycle stage. This included flow triggers, conditional splits, trigger filters, flow filters, exclusions, time delays, dynamic content, personalized messaging, customer segmentation, behavioral segmentation, purchase-based segmentation, and engagement segmentation. For campaign management, I created a structure for promotional campaigns, product launches, newsletters, seasonal campaigns, Black Friday and Cyber Monday campaigns, VIP early-access campaigns, re-engagement campaigns, and campaign calendars. Planning included subject line testing, preview text, campaign hooks, CTAs, A/B testing, send-time testing, campaign QA, reporting, and performance optimization. The visual direction focused on ecommerce email design, DTC email design, Shopify email design, Klaviyo email design, responsive email templates, Figma to Klaviyo builds, Canva email design, reusable email sections, dynamic product blocks, mobile-responsive layouts, visual hierarchy, brand consistency, email copywriting, conversion copywriting, product storytelling, and conversion-focused CTAs. I also strengthened the technical side through Shopify + Klaviyo integration, ecommerce tracking, customer event tracking, domain authentication, SPF, DKIM, DMARC, sender reputation, list hygiene, suppression management, bounce monitoring, spam complaint monitoring, mobile testing, dark mode testing, link testing, and email deliverability best practices. The broader platform skill set behind this project also includes Brevo email marketing, Brevo automation, Brevo migration, Mailchimp to Brevo migration, MailerLite automation, Omnisend email and SMS marketing, ActiveCampaign automation, Spoks email marketing, SMS marketing, Postscript, Attentive, and multi-platform marketing automation. The finished system was designed to make email marketing easier to manage over time. Instead of disconnected campaigns, the brand had a clearer lifecycle structure connecting campaigns, automation, segmentation, design, retention, customer data, and Shopify activity. The result was a scalable email marketing foundation built to support abandoned cart recovery, repeat purchases, customer retention, customer lifetime value, and long-term ecommerce growth.