Inbox Impact – Building Le Gily's Email Strategy from Scratch

Overview

As part of Le Gily’s digital growth strategy, I launched a Valentine’s Day email campaign with a unique couples’ offer: buy one serum, get one free. This campaign was not only a sales tactic, it was a content experiment blending emotion, urgency, and smart list-building.

My Goal

Show how an emotionally driven email with smart A/B testing could cut through inbox noise and drive real results.

The Challenge

Valentine’s Day promotions are everywhere. The challenge was to create an email campaign that didn’t feel generic or overly commercial. It had to:

  • Feel personal and emotionally relevant

  • Stand out visually and tonally

  • Grow the list without damaging email health

  • Drive real conversions, not just clicks

The Creative Idea

The concept was simple:
"Buy 1, Get 1 Free - if you sign up as a couple."

We wanted it to feel like a shared act of self-care. This played into both emotional language and value-focused psychology.

Key messaging highlights:

  • Headline: "Love your skin together 💕"

  • Offer framing: “You both sign up, and both get the glow.”

  • CTA buttons tested: “Claim Your BOGO” vs “Get the Couple’s Bundle”

👨‍💻 My Role

Text:

  • Conceptualized the "Better Together" theme

  • Wrote all email copy (headers, body, CTAs)

  • Designed layout structure using wireframes and Canva

  • A/B tested subject lines + CTA buttons in Mailchimp

  • Managed audience segments and campaign schedule

  • Measured results via Mailchimp analytics + UTM tracking

📈 Results

Even without paid ads or influencer pushes, the campaign delivered:

Metric Value
📬 Open Rate 28%
🔗 CTR 4.8%
✍️ New Subs +128
🛍️ BOGO Claims 54 orders
📉 Unsub Rate 0.4%

🧰 Tools Used

  • Mailchimp – Campaign creation, segmentation, A/B testing

  • Canva – Email header visuals

  • Google Docs – Copywriting & version control

  • UTM Links + GA4 – Tracking conversions


💬 What I Learned

This project reinforced that email isn’t dead - bad email is.
With the right blend of emotional tone, value-driven content, and clean design, it’s still one of the best-performing channels in the funnel.

Also: A/B testing matters. Small tweaks in subject lines and CTAs changed engagement by over 15%.