The first email sent should address subscribers’ number one question of when their glam bag will arrive, and also get customers excited and engaged with Ipsy’s various channels.

The objective is to keep 80% of new members for 3 months or more. The emails assist with this goal by keeping members engaged and informed of new products and bag contents.

New members that download the app and join the Facebook group also maintain their subscriptions longer than new members that don’t. As a result, emails should also direct subscribers to download the app.

The social image below would be posted in the Facebook group to remind members to rate their bag.

The second email, sent the day after subscription, connects new subscribers to a community of other subscribers, which aids in user retention. 

The third email is sent at the end of the month to remind users to review their monthly bag’s content. This way, Ipsy can provide better personalization to the unique preferences of the subscriber and understand which products are performing well.

Since the theme for June 2019 was "Block Party," I wanted to add geometric shapes to the emails, yet still maintain Ipsy's established playful and colorful brand. I also wanted to make use of the assets provided that represented the vibrant color of summer with eye-catching pinks and oranges for an email campaign that would get subscribers excited enough to count down the days until their glam bag arrived.