BACKGROUND
This project was for a client in the indie skincare space. The goal was to recover abandoned checkouts without applying the kind of pressure that damages brand perception for a brand whose whole identity is built on being low-key and honest with its audience.
I wrote a three-email sequence that moves from a gentle no-pressure reminder to an objection-handling email that addresses the practical hesitations a considered skincare buyer might have, to a final nudge with a small discount. The tone across all three was kept consistent with the brand's wider voice so the sequence feels like a continuation of the relationship rather than a separate sales mechanism switching on. The result was a recovery sequence designed to convert the hesitant without alienating the people who were always going to need more time.
