November 2022 marked Solawave’s second anniversary. This young brand was going through a period of rapid expansion and what initially started as two distinct sales events quickly transformed into a month-long push for conversions.

As email & SMS lead for the account, I collaborated with the Solawave team to help build out our content calendar—pairing aggressive sales messaging with the proven educational content needed to land buyers for an expensive skincare tech product. I also led the update of their high-converting Welcome, Abandon Cart, and Abandon Browse flows to include new messaging and a sales section that could easily be removed once we made it through the month.

On the segmentation end, I divided the audience up into engaged non-purchasers, non-engaged, and recent purchasers (to be excluded so they couldn’t create headaches for the CX team with the 45-day return window). With the help of my fellow copywriters and our incredible designers, the email team managed to churn out 31 unique emails between campaigns and flows in order to make the most of the month-long sale.

While the audience certainly struggled with some discount fatigue by the end of the sale period, the early launch combined with aggressive lead generation efforts that funneled a higher-than-usual number of visitors into the Welcome and Abandon flows helped make this sale an overall success.