Email Marketing Launch Campaign for E-commerce Business
JP Vergara
Overview
Project: A comprehensive email marketing campaign featuring a multi-email sequence to build anticipation and drive adoption.
Client: ShoreCharge provides EV charging solutions for short-term rental properties.
Issue:
Need for a professional email marketing campaign to build awareness, generate excitement, and convert leads into customers during their official launch period.
ShoreCharge was launching both its website and online service platform.
As an emerging company in the growing EV/vacation rental intersection market, the timing coincided with increasing demand for EV charging infrastructure and the growing popularity of electric vehicles among travelers.
Role & Responsibilities
Served as email marketing designer and ESP specialist
Responsible for email template design, layout optimization, responsive coding, and ESP platform setup/delivery.
Focused on translating launch messaging into engaging, conversion-focused email designs that would work seamlessly across all email clients and devices.
ShoreCharge team provided copy/content, photography assets, brand guidelines, and access to their current email database (Hubspot).
Target Audience
Primary audience: Short-term rental property owners (Airbnb hosts, vacation rental managers, real estate investors) who own properties suitable for EV charger installation. Typically tech-forward property owners interested in adding premium amenities to increase bookings and revenue.
Secondary audience: Property management companies overseeing multiple vacation rental properties. The audience values additional revenue streams, guest satisfaction, and staying ahead of market trends.
LIfestyle imagery provided by Shorecharge
Goals & Success
Generate excitement and anticipation for the ShoreCharge platform launch
Drive website traffic and lead generation, convert prospects into early adopters,
Establish ShoreCharge as the premier EV charging solution for vacation rentals.
Strategy & Process
Developed a multi-email launch sequence strategy to build anticipation and momentum:
Teaser email to generate initial interest
Countdown email to create urgency
Launch announcement with special offers
Product showcase highlighting key benefits.
Used lifestyle photography showing happy families and couples to connect the technical product to emotional outcomes.
Key Decisions:
Used a clean, modern design with plenty of white space and the signature teal brand color to convey professionalism and trustworthiness in the emerging EV market.
Incorporated lifestyle photography prominently to help property owners visualize happy guests using the charging stations, moving beyond just technical product shots.
Designed responsive templates that would render consistently across all major email clients, ensuring the professional brand presentation reached all subscribers regardless of their email platform.
Technical Implementation
Built responsive HTML email templates using table-based layouts for maximum compatibility across various email clients.
Ensured all CTAs were properly coded and mobile-optimized for easy interaction on smartphones and tablets.
Challenges
Explaining a complex B2B service (EV charging installation + revenue sharing) in digestible email format.
Solution: Used clear headlines, benefit-focused copy structure, and lifestyle imagery to simplify the value proposition.
2. Building trust for a new company in an emerging market.
Solution: Emphasized professional installation process, revenue sharing model, and customer support to address common concerns.
Visual Examples & Assets
The campaign included 4 main email templates:
Launch announcement with discount offer and family charging imagery
Countdown email with couple and EV photography
Product showcase with property owners and charging station
Teaser email with vacation lifestyle imagery.
Multi-email sequence for launch
Each template featured consistent teal branding, professional photography, clear CTAs, and mobile-responsive design.
The campaign maintained visual cohesion while varying the imagery and messaging focus for each stage of the launch sequence.
Results & Impact
Increase in campaign engagement and qualified leads to their website.
Provided a strong foundation for ongoing email marketing efforts as ShoreCharge expanded its customer base and service offerings.
Key Learnings & Takeaways
In emerging markets, email design must balance education with excitement - using lifestyle imagery helps make technical products more relatable and desirable.
Multi-email launch sequences work well for B2B services, allowing you to build anticipation while gradually providing more detailed information.
Responsive email design is critical for B2B audiences who frequently check email on mobile devices between managing their properties. This project reinforced the importance of thorough cross-client testing for professional service providers.
Overall, I enjoyed working on this project to elevate an emerging and popular sector for EV services!
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