A more human approach to email marketing.
lululemon's devoted following is often attributed to their outstanding quality of customer care. At every customer touchpoint, service is provided by true brand ambassadors who speak with personal and experiential knowledge of the products. lululemon told us that their email marketing wasn't reflecting their culture or speaking to their customers in the same way. They asked us to rethink the platform with a design style and content strategy that put their customers first.
Inspired by the lululemon customer service culture, our design solution evokes humanity in tone, style and messaging. We designed seven specific templates for corresponding to each email's purpose, including: welcome, abandoned cart, path-to-second-purchase, weeklies, brand content, reactivation, win-back.
Emails were personalized whenever possible to create meaningful connections that go beyond the product to the customer's location and lifestyle.