Email Marketing Campaigns for Seashell Clothing

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.

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.

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

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.

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

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.

The email marketing system was built around:

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.

Klaviyo — campaign setup, segmentation, and execution

Figma — email layout structure and design direction

Adobe Photoshop / Illustrator — visual assets

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