TrendHaven is an innovative e-commerce platform that curates and showcases the latest trends in fashion, lifestyle, and tech. Their mission: to provide customers with a seamless shopping experience, offering a carefully curated selection of products that embody style, quality, and functionality.
The objective was to launch an email marketing campaign to drive brand awareness, increase customer engagement, and boost sales for TrendHaven’s latest collection.
Target audience
Individuals aged 18–35 who are tech-savvy, value clothing that is limited edition or unlikely to be seen worn by someone else, and seeking a personalised shopping experience with suggestions genuinely relevant to their style taste.
The approach
Unlike other forms of copy, emails allow for both brevity and depth. There’s a certain technical element to the psychology of an email — the subject line must create intrigue, hint at what a reader may find, and leave enough room for curiosity. The power remains in the publisher’s hand.
I built a full sequence from welcome through to subscription launch, with three welcome email variants tested for tone and conversion, and a bifurcated follow-up path based on whether subscribers took action.
Welcome Email A — Balanced & Neutral
“Hello, welcome to your new world — ooze style with every step”
Introduced TrendHaven’s personalised curation offer with a time-limited discount to drive first purchase.
Welcome Email B — Playful & Feminine
Introduced TrendHaven’s personalised curation offer with a time-limited discount to drive first purchase.
Welcome Email C — Bold & Direct
“It’s time to unveil your next-level, trendsetting style.”
Introduced TrendHaven’s personalised curation offer with a time-limited discount to drive first purchase.
The sequence splits here — based on whether subscribers took action
Follow-up A — Nurture
Took action
A nurture sequence reinforcing their decision and building brand loyalty.
Follow-up B — Re-engagement
Did not act
A re-engagement sequence — warmer, with social proof and a softer offer — designed to seduce rather than push.
Subscription Launch
The final email in the sequence introduced TrendHaven’s scent subscription service — a value-stacked offer with 20% savings, free monthly gifts, and a first-month-free annual option. Written to overcome subscription fatigue with humour and genuine utility.
In this sequence
Welcome A
Balanced & Neutral
Personalised curation offer, time-limited discount.
Read email →Welcome B
Playful & Feminine
Personalised curation offer, time-limited discount.
Read email →Welcome C
Bold & Direct
Personalised curation offer, time-limited discount.
Read email →Follow-up
The Split
Nurture path and re-engagement path.
Read email →Final
Subscription Launch
Value-stacked offer with 20% savings and free monthly gifts.
Read email →Like what you read?
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