Project overview

Lashify, a beauty industry innovator, disrupted the market with its at-home lash extension system. While the brand thrived in direct-to-consumer sales, its email channel lagged behind—leaving untapped potential on the table.

The previous welcome flow lacked a clear focus on the Control Kit, the brand’s flagship product, leading to missed conversion opportunities.

The project aimed to enhance the welcome flow by emphasizing product value, improving engagement, and increasing revenue.

Strategy & approach

Lifecycle Marketing

The new email flow was strategically designed to position the Control Kit as the essential first purchase. 

Research and data analysis informed messaging, ensuring clear value propositions, compelling calls to action, and a seamless user journey.

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Refined Design & Branding

The design team maintained Lashify’s high-end branding while enhancing readability and engagement. 

Visuals were optimized to highlight key product benefits, making information easier to digest while reinforcing the brand’s luxury aesthetic.

Challenges

A primary challenge was conveying extensive product information in a concise and engaging way. 

The team focused on simplifying messaging while maintaining brand voice. Design played a crucial role in balancing aesthetics with clarity, guiding users toward purchase decisions effectively.

Results & outcome

The revamped welcome flow led to a 79% increase in monthly revenue, with average order value growing by 5% and also improving conversion rates. 

Customers engaged more with the emails, resulting in stronger click-through rates and a clearer path to purchase. 

The refined messaging and design successfully positioned the Control Kit as the must-have first purchase, aligning with Lashify’s brand and business goals.

What worked, and why

• A well-structured welcome flow should guide users toward the right product, rather than overwhelming them with too many options.
• Strong branding, combined with clear and compelling messaging, can significantly improve email performance.
• Data-driven adjustments and continuous testing help refine the customer journey for better engagement and conversions.

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