$12,420 in revenue through only emails

40% Average Open Rate

2.50% Average Click Rate 

Accidental ArtMaker is a direct-to-consumer (DTC) brand dedicated to women rediscovering their passion for art, especially those in mid-life or beyond. The founder’s mission is to encourage women to use art as a form of self-expression, joy, and peace. 

With an upcoming collection launch, Accidental ArtMaker wanted to sell out this new line and increase their revenue threefold compared to the previous year. The stakes were high, as the founder had invested double the amount in this collection based on the success of the previous year.

The Challenge

The primary challenge was to sell out the entire new collection through email marketing while increasing overall revenue by 3x. The client was looking to achieve this with a limited time window that would capture the audience’s interest and excitement. The goal was to turn that interest into action, ensuring high engagement and conversions throughout the pre-launch, launch, and post-launch phases

The Strategy

Content Calendar

We created a detailed content calendar to map out the entire launch period from the audience’s perspective. This calendar outlined exactly when each email would go out, including follow-ups for those who didn’t open the initial emails. The goal was to maintain engagement without overwhelming anyone, so we made sure no customer received more than two emails a day by activating Smart Sending. This approach kept everything organized, allowing us to execute the campaign smoothly without overloading the audience.

Pre-Launch

Two weeks before the official launch, we focused on generating curiosity and building up excitement for the new launch. The strategy was to create a mix of general newsletters with subtle hints about the upcoming release, alongside sneak peek emails that offered a glimpse of the new collection.

But we didn’t stop there. Instead of solely promoting the new release, we also encouraged customers to explore the previous collection, which increased engagement and conversions. This approach kept the audience intrigued while reminding them of the beautiful pieces they may have missed from the previous line including a few of them on sale. 

By playing on emotions of excitement, curiosity and FOMO (fear of missing out), we set the stage for a highly engaged audience that was eager for the launch.

Launch

On the day of launch and that week, we sent out a series of emails introducing the new collection. To ensure maximum reach, we followed up by sending the same emails to non-openers. Although the open rates for these resend emails weren’t as high, the strategy helped us convert non-openers into customers by generating a higher click-through rate.

Additionally, to build urgency, we sent follow-up emails highlighting popular items that were quickly being added to customers’ carts. These “popular choices” emails created a sense of scarcity, which drove even more purchases as customers didn’t want to miss out on the best-sellers.

Post-Launch

Audience segmentation played a crucial role in our post-launch strategy. After the buzz of the initial release, we focused on sending targeted emails that spoke directly to specific customer groups. By segmenting the audience based on past purchase behavior and email engagement, we were able to deliver more personalized and relevant content.

For example, we created a cross-sell segment aimed at customers who had browsed older products but hadn’t yet made a purchase. This group had shown interest in the brand but hadn’t converted, making them prime candidates for this new collection. By zeroing in on this high-intent audience, we were able to drive additional conversions and keep the momentum going. Likewise we created additional audience segments based on different filters relevant to the new release we were promoting.

The Execution

Design

Since the brand is all about art, the email templates were designed to visually reflect the creativity of the new collection. We used festive, holiday-inspired designs that aligned with the overall theme of the products. Each product was individually linked to make navigation simple and intuitive, and the CTAs (call-to-action buttons) were designed to lead customers to specific categories, making it easier for them to find exactly what they were looking for.

Content

We crafted a copy that spoke directly to the emotions of the audience, focusing on excitement, curiosity, and the fear of missing out. Whether it was a sneak peek email or a last-chance reminder, the tone was designed to build anticipation and make customers feel like they were part of something special.

With a series of strategically written and designed email campaigns, Accidental ArtMaker generated $12,420 in revenue. The average open rate across the campaigns was 40%, and the click rate was 2.50%.

Deliverability

Given the heavy design focus of these emails, ensuring a high deliverability rate was important to the campaign’s success. We took several steps to make sure that these emails would land in as many inboxes as possible.

First, we optimized the email designs to meet the required size standards, ensuring that the visuals loaded quickly and didn’t get flagged as spam. Every image in the email was linked to a unique product, making it easy for customers to click through and make a purchase. We didn’t overlook the details—each image was given descriptive alt text, ensuring that even if the images didn’t load, recipients would still know what the email was about.

Second, we made sure the email footer was comprehensive but clean. It featured an unsubscribe link (as required), along with a snippet of the brand’s story. We also included links to explore other relevant parts of the website, so even if a customer wasn’t ready to purchase, they could still stay connected with the brand’s offerings. 

A combination of targeted segmentation, emotionally driven content, and visually engaging design helped drive conversions throughout the project timeline. Focusing on the new collection while also keeping the previous collections’ products in the spotlight, we were able to maximize engagement and increase conversions simultaneously. The brand generated substantial revenue, proving that the right email strategy can make all the difference during a product launch.