Rebuilding Vibes Shades' email from the welcome up

Vibes Shades had email the way most brands have email. A welcome series, a cart reminder, a subject line that says exactly what the message contains and gives nobody a reason to open it. Standard, and therefore invisible.

By then the brand had a language of its own: the manifesto about cutting the retail markup, the high-velocity life, the specs that back it. None of it had reached the inbox.

So we rebuilt the programme to speak the way the site now speaks. Identity first, then the manifesto, then what the product actually does, then how people wear it. The discount stopped being the opening line and became the last one.

The subject lines changed with it, from descriptions of the email's contents to lines a person would want to open.

Email brought in less than 5% of revenue. The account ran default flows with no segments and no suppression, subject lines described their contents instead of earning an open, and nothing sounded like the brand the site had become.

From the rebuilt flows and the campaign calendar.