Client : Aveda : Email Case Study
Aveda Corporation is a cosmetics company headquartered in Minneapolis, MN. A beautiful company is so many ways.
Email Design Strategy
Case Study for the Aveda+ Rewards Program
Increase loyalty customer base:
1. Create a personalized connection throughout all stages of the member's journey
2. Foster deep relationships with members
3. Create an immediate emotional brand connection
4. Go beyond product redemption by adding personalized education moments
1. Create a personalized connection throughout all stages of the member's journey
2. Foster deep relationships with members
3. Create an immediate emotional brand connection
4. Go beyond product redemption by adding personalized education moments
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Welcome Email
The Welcome email immediately makes the Aveda+ Rewards member feel part of a family connection. Messaging is focused on: 1. Special personalized welcome message 2. Brief introduction to benefits 3. CTA to download A+ Rewards app and email communications |
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The creative direction was based on:
1. What Aveda is known for: products created from pure flower and plant essences that is good for hair and environment
2. Meaningful copy rather to keep it from feeling too promotional
3. Educational emphasis on products to ensure long-time use and advocacy
4. Aesthetic: plant-based, ingredients, clean, crisp, vibrant
1. What Aveda is known for: products created from pure flower and plant essences that is good for hair and environment
2. Meaningful copy rather to keep it from feeling too promotional
3. Educational emphasis on products to ensure long-time use and advocacy
4. Aesthetic: plant-based, ingredients, clean, crisp, vibrant
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Introduction To Program Benefits Email
The focus of this email is to introduce the program’s benefits: 1. Learning about the program 2. Building member’s profile 3. Redeeming points |
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Start Earning Points Email
The focus of this email is how to earn and redeem reward points: 1. Highlight relevant products/rewards members can earn with their points 2. The loyalty program email should be fun and engaging as collecting points and winning rewards is 3. Customers may not be aware that there are different ways to earn rewards so sending updates and details is beneficial |
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Complete Profile Email
The focus of this email is: 1. Gamify and incentivize customers to create/finish their profile 2. Keep it short, fun and simple 3. Build trust. Make member feel we want to learn more about them, not their data |
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Congrats, You Earned Points Email
This focus of this email is: 1. Celebrate earning points for the first time 2. Encourage social sharing and/or advocacy with dynamic content 3. Focus on educational moments—dynamic content featuring a video |
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Your Points Are Expiring Soon Email
This email will focus on: 1. Member may not be aware their points are about to expire 2. Personalize the connection by suggesting possible rewards 3. Message with urgency |
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Footer Banners
Rotating footer banners for opportunity to inform and cross-sell Banners featuring:
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