EMAIL MARKETING | BRAND DEVELOPMENT | UX/UI | SOCIAL MEDIA
FROM THE BLACK FOREST TO AMERICAN SHELVES:
EMAIL MARKETING FUELS BRAND'S U.S. EXPANSION
For this project, I collaborated with ANNEMARIE BÖRLIND, a well-established German skincare brand redefining skincare with a commitment to conscious luxury and sustainability, as they expanded into the U.S. market. My role involved translating their new look, feel, and tone into email and social media strategies, adapting our approach to meet the distinct needs of the American audience compared to their established German market. Along with design and branding, I played a crucial role in content planning and reviewing analytics to ensure impactful and data-driven marketing efforts.
1.5%
increased average Click Through Rate by
in just two months
1.1% → 2.6%
2.5X
increased total
sales from emails by
in just two months
$5,940.68 → $15,019.95
Despite ANNEMARIE BÖRLIND's commitment to eco-conscious luxury and a distinctive brand ethos, the previous email campaigns lacked a cohesive visual identity and tone, making it difficult to stand out in a crowded inbox. The emails featured no clear hierarchy or distinctive brand elements, which failed to effectively capture the brand’s unique values and resonate with the target audience. Additionally, they missed the crucial element of customer education, which is vital in the skincare industry for guiding product choices. The lack of engaging content and personalized messaging further limited their impact and engagement. A rebrand was necessary to address these issues, ensuring that the emails truly reflect the brand’s essence and engage recipients more meaningfully.
ENGAGEMENT INSIGHTS: WHY these EMAILS STRUGGLED TO CONNECT
We revamped the email strategy to align with the brand's new visual identity and ethos, highlighting eco-conscious living, transparency, and the essence of the natural ingredients used in their products. Beyond design, I assisted in managing content planning, analytics, and strategic oversight, focusing on four key topics—sales & promotions, product education, store launches, and targeted audiences—to engage the American market and reflect the brand's modern luxury approach.
In the Summer Sale campaign, we elevated ANNEMARIE BÖRLIND's promotional emails with vibrant, themed imagery and engaging graphics that captured the essence of the brand's eco-conscious luxury. The copywriting was tailored to reflect the brand's modern approach, while social media elements were integrated to better connect with an American audience. This campaign also featured custom-designed imagery from edited stock photos and included A/B testing of subject lines to optimize engagement through varied language and tones.
SALES & PROMOTIONS: CRAFTING IMPACTFUL CAMPAIGNS
With ANNEMARIE BÖRLIND’s extensive range of products addressing diverse skincare needs, our strategy focused on providing customers with clear guidance on which products suited their individual needs and lifestyles. We illustrated product education through infographics, concern-focused emails, and custom imagery, paired with clear and engaging copy. We also suggested routines tailored for different seasons and skin types, such as promoting hydration-focused solutions during summer and highlighting a unique product with sun-sensitive retinol that is safe for summer use. This comprehensive approach ensured customers could make informed decisions and maximize their skincare benefits.
PRODUCT EDUCATION: GUIDING CUSTOMERS THROUGH SKINCARE CHOICES
As part of ANNEMARIE BÖRLIND's rebrand for their U.S. market entry, we focused on driving excitement and awareness around their physical store launches, including prominent placements at Neiman Marcus. We developed targeted content to support these store promotions, enhancing visibility and driving sales by showcasing the brand’s products through engaging campaigns tailored for Neiman Marcus’s audience. This strategic approach helped build momentum and establish the brand’s presence in a new and competitive market.
STORE LAUNCHES: PROMOTING A NEW U.S. PRESENCE
We created themed campaigns tailored to specific target audiences, such as the Mother's Day campaign highlighted in the accompanying image. This campaign was designed to resonate with customers looking for the perfect gift for their moms, showcasing products that made ideal presents. By aligning our content with seasonal themes and audience interests, we effectively engaged recipients and enhanced the relevance of our promotional efforts.
THEMED CAMPAIGNS: TARGETING AUDIENCES WITH SEASONAL RELEVANCE
