BACKGROUND
This project was for a client in the handmade ceramics and e-commerce space. The goal was to build a post-purchase experience that felt personal enough to match the handmade nature of the product and practical enough to reduce friction and encourage repeat purchases.
I wrote a four-email sequence that moves from order confirmation through care guidance, a cross-sell, and a review request, keeping the voice consistent with a small independent studio throughout. The care email was written to treat the customer as someone genuinely interested in the material rather than someone who needs instructions, because that's the register that earns loyalty from people who buy handmade. The result was a retention sequence that does the functional job of an e-commerce flow while feeling nothing like one.
