Quince Email
Lifecycle System
Multi-Touch Responsive Email Campaign | Direct-to-Consumer Luxury Basics
Project overview,
creative solution & impact
Developed a comprehensive email marketing ecosystem for Quince, the direct-to-consumer luxury basics brand. Beyond redesigning existing templates, the project required building a complete customer lifecycle system from scratch to support their "accessible premium quality" positioning and guide customers through their entire brand journey.
I designed a multi-touch responsive email system encompassing prospect welcome, customer welcome, second purchase, winback, and abandoned cart communications. Each template reflects Quince's minimalist aesthetic and "inexpensive expensive things" philosophy, balancing sophisticated visual storytelling with conversion-focused messaging. The system maintains brand consistency while serving distinct lifecycle purposes and customer motivations.
Successfully launched a comprehensive email ecosystem that remains actively in use today, supporting Quince's customer acquisition and retention objectives. The project delivered both immediate visual enhancement and long-term strategic value through systematic customer journey optimization, demonstrating effectiveness in the competitive direct-to-consumer market.
Skills: Email design, responsive design, customer lifecycle marketing, brand positioning, conversion optimization, systematic design thinking, direct-to-consumer strategy
