Email Localisation, Copy & Welcome Flows | StriVectin

StriVectin is a global science-focussed skincare brand based in the US and, before I joined, the brand used the same copy that they did for US emails as they did for the UK. They brought me in to tailor email content to UK beauty lovers. When I started, I worked closely with their UK designer to complete a thorough design and copy audit based on statistics and data. We highlighted types of language, content and visuals that worked well (and not-so-well) and created a strategy going forward. From then on, I would pitch UK-only emails to the international team and write them monthly for approval.

Not all the emails are net new, and I work closely with the US team to localise US emails for the UK. This might mean simply changing spellings from American-English to English, but it also involves advising on whether content will resonate with a UK audience and making tweaks where necessary.

CASE STUDY: Welcome Flows

I worked closely with the StriVectin team and an external design agency to rework StriVectin’s welcome flows, category abandonment flows, cart abandonment flows and product abandonment flows. The social media & influencer strategist provided the data and initial ideas. I took some of her ideas, and made a list of my own, and briefed content and copy to the design agency. In terms of the content, we did things like:

Introduce quizzes and gamification to help customers find their skincare match
Use scientific data to show customers why StriVectin will change skin for the better
Thought methodically about the flows of the emails themselves. How many is the perfect amount without disengaging customers? How well do they work together?
Featured influencers that customers might resonate with
Added extra banners to remind customers of offers throughout and at the end of the emails

Together, we completely revamped the email flows and saw a significant uplift in open rate, click rate and revenue.

OPEN RATES: Cart Abandon Rework

(over the first two weeks post-launch)

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Browse Abandon Email #1

Browse Abandon Email #2

Browse Abandon Email #3

STRIVECTIN CART ABANDON FLOWS (IDEAS & COPY)

"Not only has Shannan been instrumental in crafting compelling copy for our UK site, she has been an absolute joy to work with! I highly recommend working with her for any brand looking for a talented, reliable, and ultra-hardworking copywriter. Shannan has worked with us on a variety of projects, from important BAU campaigns, to helping concept and dream up creative ideas. Her copy is fun to read and drives results, aiding our conversion rates. Thank you, Shannan for being such a great help!"

– Melanie Taylor, Influencer Strategist for StriVectin & Vita Liberata