Smartphone displaying an advertisement for brilli Charge Up light bulbs amid scattered light bulb boxes and bulbs on a blue background.

Email Strategy + Creative Execution

Client
Brilli Wellness Lighting

Year
2019 - 2021

Role(s)
Creative Director, Photo / Art Director, Email Strategist, Designer

Project: Welcome Email Redesign

The Challenge

After joining Brilli’s team in 2019, we launched the $90-million-dollar backed start-up brand.

Seeing an opportunity for increased engagement in email, I led a redesign of the Welcome send, one of the most critical customer touchpoints for a CPG business.

This email was sent to customers who signed up to receive Brilli’s emails via the website and made a first purchase.

Approach

The audience for this email was top-of-funnel customers just beginning to learn about circadian lighting and/or Brilli Wellness’ products. Therefore, brand awareness and product education were the most critical elements to convey
The design of the “Welcome” email matched the brand’s updated bright, wellness-focused aesthetic, using new vibrant imagery (view the approach and results of the Lifestyle photoshoot, and the Studio photoshoot), and an angled layout that connected to product packaging design, and referenced the angles that sunlight and shadows create.
An updated footer highlighted free shipping, lifetime warranty, and satisfaction guarantee to reduce friction.
The content informed readers about the health, mood, and productivity benefits of circadian lighting, backed by expert quotes for credibility, and included a 20% promotional discount to boost conversions.
I also synchronized the website’s sign-up messaging and offers for a smooth customer journey, optimized Mailchimp deployment for instant delivery, and analyzed the email and promotional performance to measure engagement, ROI, and attributed sales.

Results

Delivered 2.5x higher click-through rates in A/B tests compared to the previous Welcome email.
Helped to deliver more than +1000% incease in sales YoY (2020 vs 2019) with the accompanying Brand Identity Refresh.

Three smartphones displaying wellness and health website content for Brilli, a lighting company. The screens show promotional offers, health hacks, and product information with images of a woman cooking, a person working at a desk, and a person in bed.

Project: Customer Engagement, Holiday-based Email (Mother’s Day)

The Challenge

As a new brand, Brilli’s email program was limited to a Welcome and order-related emails.

To drive customer engagement, retention, and repeat purchases, I led the creation of Brilli’s promotional and seasonal emails, developing campaign concepts that leveraged timely and relevant holidays, like Earth Day and the Mother’s Day send shown below, weaving in recent press mentions about Brilli from People, Goop, and Better Homes & Gardens to communicate trust and efficacy of the products through social proof.

Project: Customer Engagement, Product “Collection”-based Email (Charge Up)

The Challenge

After doubling Brilli’s email subscriber base through effective website content and design strategy, I partnered with Brilli’s Marketing Manager to develop audience segments based on purchase history, and together we launched triggered campaigns to educate customers about other product lines (cross-selling) like this Charge Up collection email that also features lifestyle imagery I art-directed, and reflects the bright, energizing qualities of the product itself.

These “Collection”-based emails were intentionally designed to feel “shoppable” while also effectively educating Brilli customers.

Results