A complete email marketing system designed and implemented for Better Rituals, a US-based wellness and supplement e-commerce. From welcome flows to product launches and content newsletters, every email was built to deliver a consistent, high-quality brand experience — driving conversions, retention, and long-term customer engagement.

For an early-stage e-commerce brand, we needed more than just good-looking emails. The goal was to create a scalable system: automated flows, reusable components, and modular templates that could easily adapt to different campaigns while keeping the brand voice consistent across every touchpoint.

We weren’t just designing emails — we were designing infrastructure for growth and storytelling.

Build an email ecosystem that balances automation and flexibility

Create distinct templates for product features, content highlights, and special campaigns

Implement a component-based system for quicker email creation without sacrificing quality

Ensure visual consistency with the overall brand identity and e-commerce experience

Focus on clear hierarchy, readability, and conversion-optimized structure

Complete Welcome Flow onboarding users into the brand story

Transactional Emails (abandoned cart, birthday, review requests, etc.)

Holiday Campaigns and new-in product launches

Product Highlights: category-based and single-product templates

Blog/Content Highlights: flexible modules for posts and monthly recaps

Seasonal Campaigns: easy-to-update holiday templates

Unified visual identity across emails, website, and brand touchpoints

Set of reusable Figma components for rapid email creation

Multiple template variations per category to avoid visual fatigue

Mobile-optimized and performance-friendly design choices

The result was a scalable, reusable email marketing system that:

Increased operational efficiency with component-driven design

Ensured visual consistency aligned with the ecommerce experience

Provided ready-to-use templates for ongoing campaign needs

Helped streamline retention and conversion flows

Better Rituals was able to launch faster, test more effectively, and maintain a professional brand experience across every email interaction.