Project: Email Marketing Campaigns for Seashell Clothing (Klaviyo)
For this project, I led the email marketing strategy, content, and campaign execution for Seashell Clothing — a UK-based outdoor and lifestyle brand rooted in ocean culture, cold-water swimming and sustainability.
The goal was to turn email into a long-term relationship channel, not just a sales tool, balancing value-driven content, storytelling, and revenue-focused campaigns.
Scope of Work
I was responsible for the end-to-end email marketing system, including:
Email marketing strategy & planning
Campaign structure and sequencing
Email copywriting (subject lines, preview text, body copy)
Email design direction and layout structure
Klaviyo campaign setup and segmentation
Value-based, educational, and sales email formats
All campaigns were built and managed inside Klaviyo.
Email Types & Campaigns
1. Value-Based & Educational Emails
Focused on building trust and engagement before selling:
Myth vs Facts campaigns (changing robes, drybags, cold-water swimming)
Educational guides and tips
Sustainability and materials transparency
Ocean conservation awarenes
2. Storytelling & Blog Campaigns (Seashell Stories) - My Fav
A recurring editorial email format featuring:
Interviews with marine biologists, conservationists, swimmers, artists, and ocean advocates
Personal stories connected to the sea and outdoor lifestyle
Community-driven narratives
These emails positioned the brand as a storytelling platform, not just an ecommerce store.
3. Product Value Emails
Explaining why the product exists and how it fits into real life:
“How it works” breakdowns
Product comparisons (e.g. Drybag vs Backpack)
Feature-focused emails based on customer needs
4. Sales & Promotional Campaigns
Designed as intentional moments, not constant discounts:
Seasonal sales (January Sale, Easter Sale)
Mystery discount campaigns (revealed at checkout)
Pre-orders and limited drops
Gift card and last-minute purchase emails
Sales emails were always supported by prior value-based content to improve conversion quality.
Strategy Approach
The email marketing system was built around:
Value before conversion
Clear, human tone of voice
Strong subject line and preview text testing
Consistent structure for scannability
Educational and emotional engagement alongside product messaging
This approach helped increase engagement and trust, making sales campaigns more effective.
Tools & Platforms
Klaviyo — campaign setup, segmentation, and execution
Figma — email layout structure and design direction
Adobe Photoshop / Illustrator — visual assets
Outcome
This project resulted in:
Strong engagement on educational and storytelling emails
Higher click-through rates on product value campaigns
Improved performance of sales emails when preceded by value-driven content
A scalable email marketing system aligned with the brand’s mission and community