Project Goals
Capture Attention: Create a visually stunning welcome email that stands out from the typical inbox clutter, enticing subscribers to fully explore the content.
Drive Engagement: Encourage recipients to use their exclusive discount code by designing a layout and experience that feels compelling and interactive.
Reinforce Branding: Establish Letterbox as a brand synonymous with artistry, romance, and vintage-inspired elegance, leaving a lasting impression on new subscribers.
Challenges
Inbox Competition: Modern email users are inundated with welcome emails; the design needs to differentiate itself to avoid being ignored.
Balancing Aesthetics and Functionality: While focusing on an artistic, vintage design, the email must remain user-friendly, with clear calls-to-action and prominent discount code placement.
Mobile Responsiveness: The design must maintain its artistic integrity and functionality across various devices, especially mobile, where a majority of emails are opened.
Complex Design Execution: Creating a layered, vintage-inspired artistic style that feels authentic and romantic without overwhelming or distracting from the email’s primary goals.
Aesthetic Direction:
A vintage, romantic feel: established by using layered textures, cutout graphics, and collage-style layouts to feel like a piece of curated art or a romantic keepsake.
Creative elements: incorporated motifs such as florals, handwriting, lace, and antique-inspired colors (muted pastels, warm tones with bold vintage accents).
Results
Increased Discount Code Redemptions: A higher-than-average engagement rate compared to standard welcome emails, with a measurable uptick in purchases using the discount code.
Improved Click-Through Rates: A well-placed, visually aligned CTA led to increased traffic to Letterbox’s website.
