Giving every SELLIT9 email one brand voice and one job

The full process

1. 1

   The Problem — No Shared Voice, No Clear Job

   Existing signals already showed the system wasn't working: the abandoned-cart sequence wasn't recovering anything measurable and promotional sends were leaking most of their traffic to the wrong flow. What was missing wasn't awareness, it was a shared visual language and a recurring, trusted read that leadership could act on campaign to campaign.

   Two Compounding Problems

   • No shared hero-art direction or visual language, so newsletters, reminders, promos and transactional sends didn't read as the same brand
   • Every template used the same layout logic regardless of its actual job in the funnel
   • Click-driving sends weren't designed to earn the click
   • Transactional sends buried the one fact a user needed inside paragraph copy instead of a scannable layout
2. 2

   The Framework — Every Email Has One Job

   Split the system by job, not by list.

   Click-to-Convert

   Newsletters, abandoned-cart and promotional sends exist to earn a single click. The conversion, or reconversion for a stalled trade-in, happens after the click, inside the app. So these templates are built around scroll-stopping hero art and one obvious CTA, not around explaining everything up front.

   Scan-to-Inform

   Transactional sends exist to be scanned, not read. A user checking a shipping confirmation wants one fact fast, not a paragraph. So these templates are built around a visual hierarchy: steppers, bolded key facts and chunked info blocks instead of prose.

3. 3

   Unifying the Brand Language

   Designed and generated on-brand hero imagery for every campaign, iterating with founders before each send, and established a reusable component and brand-class system in email so new templates start from the design system instead of from scratch. The same system also had to hold up everywhere it was actually opened: a consistent brand only counts if it renders the same way in every inbox, in light mode and dark.

   Key Actions

   • Built a shared hero-art direction across newsletter, win-back and promotional sends
   • Established a reusable component and brand-class system for email
   • Coded dark-mode support into every template so colors, logos and hero art stay correct instead of being auto-inverted by the client
   • Validated every template across Apple Mail, Gmail, Outlook and Yahoo, in both light and dark mode
   • Audited transactional email wording for terminology and journey-language compliance
4. 4

   Designing for the Click — Newsletter, Abandoned Cart, Promotional

   Newsletter

   Redesigned the newsletter program end to end: audience, hero art, layout, copy, CTA architecture and UTM taxonomy, across a five-campaign series. Identified send-time as an untested variable and shifted the calendar to the slot that measurably outperformed, and established a pre-send QA loop with real inbox review before every launch.

   Newsletter Result

   • Open rate lifted from 19.3% to a 29.1% all-time high
   • Unsubscribe rate held below 0.9% while open rate rose 10 percentage points

   Abandoned Cart

   The old version buried a multi-item list and an expiry date with no single reason to act now. Rebuilt around one clear, personalized quote and one bonus-code CTA, giving the user a single reason to click back in.

   Abandoned Cart Result

   • Click rate up more than 8x, from 1.1% to 9%
   • Cart recovery rate from 0% to 3% on an average base of 1,000 users per cycle
   • Roughly 30 recovered carts per cycle where there had previously been none

   Promotional Sends

   Restructured promotional sends to a single journey, a single CTA and a pre-applied bonus code in the URL, removing every path that didn't lead straight to the offer.

   Promotional Result

   • Journey-detour rate eliminated: 48% to 0%
   • 10 redemptions and $5,455 in trade-in value on a campaign that previously leaked most of its traffic
   • Average trade-in ticket raised to $545 per redemption, against a $120 category benchmark
5. 5

   Designing for the Scan — Transactional Email

   The old shipping-instructions email described each step as a paragraph, asking the user to read start to finish just to find out what to do next. Redesigned as a numbered step timeline, an order confirmation the user can scan in seconds: status, next action and key facts (payout, dates, order ID) pulled out and bolded instead of buried in prose.

   Key Actions

   • Replaced paragraph-style instructions with a numbered step timeline
   • Pulled key facts (payout amount, dates, order ID) out of prose and into bolded, scannable rows
   • Applied the same scan-first principle later validated on the SELLIT9 confirmation page, where it cut mobile dead-clicks 29% and rage clicks 98%
6. 6

   Measurement — Proving the Channel's Real Value

   Built the post-send performance read that the leadership team now reviews for every campaign: delivery, per-CTA click attribution, analytics-to-database reconciliation, and versus-prior comparison.

   Key Finding

   Email drove 2.5x the orders that web analytics attributed to it, correcting how the company values the channel.