BACKGROUND
This project was for a client in the handmade ceramics and e-commerce space. The goal was to re-engage lapsed subscribers in a way that felt honest enough to either bring them back genuinely or let them go without damaging the relationship.
I wrote a three-email sequence that opens with a low-pressure check-in rather than a discount or urgency hook, moves into a proper look at what's new in the studio, and closes with a direct question about whether the subscriber wants to stay on the list. The final email was written to make unsubscribing feel as easy as staying, because a smaller list of genuinely engaged people is a better asset than a large one that has stopped paying attention. The result was a win-back sequence that reflects the brand's values rather than contradicting them at the exact moment a lapsed customer is deciding whether to care again.
