Email campaigns

As the business I worked for was based on subscirptions it it very important to retain the customers. To lift the engagement with our customers I initiated a series of emails that teach about women's health, whether it's general or related to pelvic health(NeuEve's field). My collgue initiated including quizes to further boost the cusotmers' learning so embarked on a journey to create emails that get opened, read, and lead the women to click on the link to the quiz.

Season 1: Godmother Eve

With a lighthearted, fairy godmother voice, these emails were designed to gently “break the ice” for women entering the world of vaginal health. Comical, caring, and warm, they helped ease anxiety around taboo topics like BV and menopause — while guiding readers toward simple, quiz-based education.

Season 2: RIP Eve

A lot of people loved Eve. But some were offended — they mistook the Godmother (who we intended as a comforting caretaker figure) as a representation of our customers. They pointed out that 60–70 year olds don’t see themselves that way, and felt the character aged them unnecessarily.

It taught me an important lesson: don’t get too attached to your ideas. What matters is how the customer sees it, not how much you love it. Our audience wanted to feel empowered - so we moved on to a more modern design.

These were...

Well...

A tiny bit lengthy.

In the pursuit to make the emails as informative and valuable as possible, I lost sight of the main goal: driving readers to our educational quizzes. Feedback improved - customers appreciated the tone and detail - but clickthrough rates dropped sharply.

Season 3: Balance

After rounds of testing and feedback, I reached Season 3 of our email campaigns - the sweet spot. The tone felt empowering, the visuals were bold, and the structure finally did what it needed to: educate and convert.

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